Identifying  Market Segments  and Targets Marketing Management, 13 th  ed 8
OUTLINE: Chapter Questions  <ul><li>What are the different levels of market segmentation? </li></ul><ul><li>How can a comp...
Effective Targeting Requires… <ul><li>Identify  </li></ul><ul><ul><ul><li>Market Segmentation </li></ul></ul></ul><ul><li>...
Levels of Target Segmentation <ul><li>Mass Production = one product for all </li></ul>Copyright © 2009 Pearson Education, ...
Four levels of Micromarketing Segments Local areas Individuals Niches
Four levels of Micromarketing Segments similar needs and wants
Basic Market Preference Segments Homogeneous preferences  exist when consumers want the same things
Basic Market Preference Segments Diffused preferences  exist when consumers want very different things
Basic Market Preference Segments Clustered preferences  reveal natural segments from groups with shared preferences
Four levels of Micromarketing Segments similar needs and wants
Flexible Marketing Offerings <ul><li>Naked solution : Product and service elements that all segment members value </li></u...
Four levels of Micromarketing Segments Local areas Individuals Niches
Four levels of Micromarketing Niches sub-segments with a distinctive mix of benefits “ guerillas against gorillas”
Four levels of Micromarketing Segments Local areas Individuals Niches
Four levels of Micromarketing Local areas tailored to the needs and wants of local customer groups in trading areas, neigh...
Four levels of Micromarketing Segments Local areas Individuals Niches
Four levels of Micromarketing Individuals segments of one (i.e., one-to-one marketing)
Customerization Combines operationally driven mass customization with customized marketing in a way that  EMPOWERS CONSUME...
Examples of Market Customerization
Segmenting Consumer Markets Geographic Demographic Psychographic Behavioral
Demographic Segmentation Age and Life Cycle Life Stage Gender Income Generation Social Class
Psychographic Segmentation:   The VALS Segmentation System
Behavioral Segmentation <ul><li>Decision Roles </li></ul><ul><li>Initiator </li></ul><ul><li>Influencer </li></ul><ul><li>...
Behavioral  Segmentation Breakdown
Patterns of Target Market Selection 8-
Patterns of Target Market Selection 8-
Patterns of Target Market Selection 8-
Patterns of Target Market Selection 8-
Patterns of Target Market Selection 8-
Segmenting for Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characte...
Segmenting for Business Markets <ul><li>Demographic segmentation </li></ul><ul><ul><ul><li>Industry, company size, locatio...
Effective Segmentation Criteria <ul><li>Size, purchasing power, profiles  </li></ul><ul><li>of segments can be measured.  ...
Mature consumers  are a rapidly growing market 8-
Effective Segmentation Criteria <ul><li>Size, purchasing power, profiles  </li></ul><ul><li>of segments can be measured.  ...
SUMMARY: Chapter Questions <ul><li>What are the different levels of market segmentation? </li></ul><ul><li>How can a compa...
Chapter Questions <ul><li>What are the different levels of market segmentation? </li></ul>Copyright © 2009 Pearson Educati...
Chapter Questions <ul><li>How can a company divide a market into segments? </li></ul>Copyright © 2009 Pearson Education, I...
Chapter Questions <ul><li>How should a company choose the most attractive target markets? </li></ul>Copyright © 2009 Pears...
Chapter Questions <ul><li>How should a company choose the most attractive target markets? </li></ul>Copyright © 2009 Pears...
Chapter Questions <ul><li>What are the requirements for effective segmentation? </li></ul>Copyright © 2009 Pearson Educati...
Chapter Questions <ul><li>How should a company choose the most attractive target markets? </li></ul>Copyright © 2009 Pears...
Maraming Salamat Po! 8- &quot;Men are born to succeed, not fail.“ Henry David Thoreau
Upcoming SlideShare
Loading in …5
×

Andal final 042410 agsb batch 8 mkt 640 kotler mm_13e_basic_08

1,914 views
1,824 views

Published on

V49 Chapter 8 Identifying Market Segments and Targets - Kotler

Published in: Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,914
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
1
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Andal final 042410 agsb batch 8 mkt 640 kotler mm_13e_basic_08

  1. 1. Identifying Market Segments and Targets Marketing Management, 13 th ed 8
  2. 2. OUTLINE: Chapter Questions <ul><li>What are the different levels of market segmentation? </li></ul><ul><li>How can a company divide a market into segments? </li></ul><ul><li>How should a company choose the most attractive target markets? </li></ul><ul><li>What are the requirements for effective segmentation? </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 8-
  3. 3. Effective Targeting Requires… <ul><li>Identify </li></ul><ul><ul><ul><li>Market Segmentation </li></ul></ul></ul><ul><li>Select </li></ul><ul><ul><ul><li>Market Targeting </li></ul></ul></ul><ul><li>Establish </li></ul><ul><ul><ul><li>Market Positioning </li></ul></ul></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 8-
  4. 4. Levels of Target Segmentation <ul><li>Mass Production = one product for all </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 8-
  5. 5. Four levels of Micromarketing Segments Local areas Individuals Niches
  6. 6. Four levels of Micromarketing Segments similar needs and wants
  7. 7. Basic Market Preference Segments Homogeneous preferences exist when consumers want the same things
  8. 8. Basic Market Preference Segments Diffused preferences exist when consumers want very different things
  9. 9. Basic Market Preference Segments Clustered preferences reveal natural segments from groups with shared preferences
  10. 10. Four levels of Micromarketing Segments similar needs and wants
  11. 11. Flexible Marketing Offerings <ul><li>Naked solution : Product and service elements that all segment members value </li></ul><ul><li>Discretionary options : Some segment members value options but not all </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 8-
  12. 12. Four levels of Micromarketing Segments Local areas Individuals Niches
  13. 13. Four levels of Micromarketing Niches sub-segments with a distinctive mix of benefits “ guerillas against gorillas”
  14. 14. Four levels of Micromarketing Segments Local areas Individuals Niches
  15. 15. Four levels of Micromarketing Local areas tailored to the needs and wants of local customer groups in trading areas, neighborhoods, individual stores
  16. 16. Four levels of Micromarketing Segments Local areas Individuals Niches
  17. 17. Four levels of Micromarketing Individuals segments of one (i.e., one-to-one marketing)
  18. 18. Customerization Combines operationally driven mass customization with customized marketing in a way that EMPOWERS CONSUMERS to design the product and service offering of their choice.
  19. 19. Examples of Market Customerization
  20. 20. Segmenting Consumer Markets Geographic Demographic Psychographic Behavioral
  21. 21. Demographic Segmentation Age and Life Cycle Life Stage Gender Income Generation Social Class
  22. 22. Psychographic Segmentation: The VALS Segmentation System
  23. 23. Behavioral Segmentation <ul><li>Decision Roles </li></ul><ul><li>Initiator </li></ul><ul><li>Influencer </li></ul><ul><li>Decider </li></ul><ul><li>Buyer </li></ul><ul><li>User </li></ul>
  24. 24. Behavioral Segmentation Breakdown
  25. 25. Patterns of Target Market Selection 8-
  26. 26. Patterns of Target Market Selection 8-
  27. 27. Patterns of Target Market Selection 8-
  28. 28. Patterns of Target Market Selection 8-
  29. 29. Patterns of Target Market Selection 8-
  30. 30. Segmenting for Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics
  31. 31. Segmenting for Business Markets <ul><li>Demographic segmentation </li></ul><ul><ul><ul><li>Industry, company size, location </li></ul></ul></ul><ul><li>Operating variables </li></ul><ul><ul><ul><ul><ul><li>Technology, usage status, customer capabilities </li></ul></ul></ul></ul></ul><ul><li>Purchasing approaches </li></ul><ul><li> Purchasing Criteria </li></ul><ul><li>Situational factors </li></ul><ul><ul><ul><ul><ul><li>Urgency, specific application, size of order </li></ul></ul></ul></ul></ul><ul><li>Personal characteristics </li></ul><ul><ul><li>Buyer-seller similarity, attitudes toward risk, loyalty </li></ul></ul>
  32. 32. Effective Segmentation Criteria <ul><li>Size, purchasing power, profiles </li></ul><ul><li>of segments can be measured. </li></ul><ul><li>Segments can be effectively </li></ul><ul><li>reached and served. </li></ul><ul><li>Segments are large or profitable enough to serve. </li></ul>Measurable Accessible Substantial Differential Actionable <ul><li>Segments must respond differently to different marketing mix elements & programs. </li></ul><ul><li>Effective programs can be designed to attract and serve the segments. </li></ul>
  33. 33. Mature consumers are a rapidly growing market 8-
  34. 34. Effective Segmentation Criteria <ul><li>Size, purchasing power, profiles </li></ul><ul><li>of segments can be measured. </li></ul><ul><li>Segments can be effectively </li></ul><ul><li>reached and served. </li></ul><ul><li>Segments are large or profitable enough to serve. </li></ul>Measurable Accessible Substantial Differential Actionable <ul><li>Segments must respond differently to different marketing mix elements & programs. </li></ul><ul><li>Effective programs can be designed to attract and serve the segments. </li></ul>
  35. 35. SUMMARY: Chapter Questions <ul><li>What are the different levels of market segmentation? </li></ul><ul><li>How can a company divide a market into segments? </li></ul><ul><li>How should a company choose the most attractive target markets? </li></ul><ul><li>What are the requirements for effective segmentation? </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 8-
  36. 36. Chapter Questions <ul><li>What are the different levels of market segmentation? </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 8- Segments Local areas Individuals Niches
  37. 37. Chapter Questions <ul><li>How can a company divide a market into segments? </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 8- Geographic Demographic Psychographic Behavioral
  38. 38. Chapter Questions <ul><li>How should a company choose the most attractive target markets? </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 8- Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics
  39. 39. Chapter Questions <ul><li>How should a company choose the most attractive target markets? </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 8-
  40. 40. Chapter Questions <ul><li>What are the requirements for effective segmentation? </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 8- <ul><li>Size, purchasing power, profiles </li></ul><ul><li>of segments can be measured. </li></ul><ul><li>Segments can be effectively </li></ul><ul><li>reached and served. </li></ul><ul><li>Segments are large or profitable enough to serve. </li></ul>Measurable Accessible Substantial Differential Actionable <ul><li>Segments must respond differently to different marketing mix elements & programs. </li></ul><ul><li>Effective programs can be designed to attract and serve the segments. </li></ul>
  41. 41. Chapter Questions <ul><li>How should a company choose the most attractive target markets? </li></ul>Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 8- <ul><li>Size, purchasing power, profiles </li></ul><ul><li>of segments can be measured. </li></ul><ul><li>Segments can be effectively </li></ul><ul><li>reached and served. </li></ul><ul><li>Segments are large or profitable enough to serve. </li></ul>Measurable Accessible Substantial Differential Actionable <ul><li>Segments must respond differently to different marketing mix elements & programs. </li></ul><ul><li>Effective programs can be designed to attract and serve the segments. </li></ul>
  42. 42. Maraming Salamat Po! 8- &quot;Men are born to succeed, not fail.“ Henry David Thoreau

×