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Segmentataion In Marketing

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  • 1. Target Marketing Opportunity Analysis: Segmentation and Positioning To Accompany Basic Marketing, 14th Edition by William D. Perreault, Jr. and E. Jerome McCarthy Your host: David J. Urban Professor of Marketing Virginia Commonwealth University
  • 2. Customers Needs and other Segmenting Dimensions Company Mission, Objectives, & Resources Competitors Current & Prospective S. W. O. T. Targeting & Segmentation Positioning & Differentiation Narrowing down to focused strategy with quantitative and qualitative screening criteria Marketing Strategy Planning Process External Market Environment Technology Political & Legal Social & Cultural Economic
  • 3. The External Environment Affects Marketing Opportunities Dimensions of the External Environment Economic
  • 4. The External Environment Affects Marketing Opportunities Dimensions of the External Environment Economic Technology
  • 5. The External Environment Affects Marketing Opportunities
  • 6. The External Environment Affects Marketing Opportunities Dimensions of the External Environment Economic Technology Political and Legal
  • 7. The External Environment Affects Marketing Opportunities
  • 8. The External Environment Affects Marketing Opportunities Dimensions of the External Environment Economic Cultural and social Technology Political and Legal
  • 9. Cultural/Social Influences
  • 10. Considering International Opportunities Smaller World
  • 11. Considering International Opportunities Better Trends/ Early Start Smaller World Competitive Advantage
  • 12. Considering International Opportunities Better Trends/ Early Start Smaller World Competitive Advantage Analysis Needed
  • 13. International Opportunities
  • 14. Four Basic Types of Opportunities Market Penetration Present Products New Products Present Customers New Customers Note: hybrid combinations are common
  • 15. Market Penetration Present Products New Products Present Customers New Customers
    • Note: hybrid combinations are common
    Market Development Four Basic Types of Opportunities
  • 16. Market Penetration Present Products New Products Present Customers New Customers
    • Note: hybrid combinations are common
    Market Development Product Development Four Basic Types of Opportunities
  • 17. Market Penetration Present Products New Products Present Customers New Customers
    • Note: hybrid combinations are common
    Market Development Product Development Diversification Four Basic Types of Opportunities
  • 18. Distinguishing Opportunities Breakthrough Opportunity
  • 19. Distinguishing Opportunities Breakthrough Opportunity Competitive Advantage vs.
  • 20.
    • Broad generic market
    Narrowing down to Focus on a Target Market
    • Target
    • Segment(s)
    • Broad product market
    • Specific market
    • segment(s)
  • 21. Examples of Generic Markets, Relevant Customer Needs, and Specific Product-Markets Generic markets… and potential needs Relevant product- types for some broad product- markets Some specific brands within narrower submarkets Cameras, computer scanners or printers, duplicating machines, magnetic resonance imaging Firms worldwide that want to capture images… Accuracy, convenience, flexibility, self-expression, speed, artistic capabilities Cameras: Nikon 35mm, Sony, Mavica, Polaroid Instant, RCA video, Kodak 70mm movie cameras
  • 22. Individualized Marketing
  • 23. Segmentation Dimensions for Consumer Markets Needs & other behavioral
  • 24. Segmentation Dimensions for Consumer Markets Needs & other behavioral Geographic Demographic
  • 25. Demographic Segmentation and Promotion
  • 26. Segmentation Dimensions for Business/Organizational Markets Kind of Relationship Buying Situation Type of Customer Demographics Purchasing Method Product Use Possible Segmentation Dimensions
  • 27. Evaluating Market Segments Criteria for Good Segments Homogeneous Within
  • 28. Evaluating Market Segments Criteria for Good Segments Homogeneous Within Heterogeneous Between
  • 29. Evaluating Market Segments Criteria for Good Segments Homogeneous Within Heterogeneous Between Substantial
  • 30. Evaluating Market Segments Criteria for Good Segments Homogeneous Within Heterogeneous Between Substantial Operational
  • 31. Developing Market-Oriented Strategies in Broad Product-Markets Combined Target Market Approach Multiple Target Market Approach Single Target Market Approach This approach segments the market and picks one of the homogeneous segments as the firm's target market. The segmenter here aims at one submarket with one marketing mix. The Strategy
  • 32. Developing Market-Oriented Strategies in Broad Product-Markets Combined Target Market Approach Multiple Target Market Approach Single Target Market Approach This approach segments the market and chooses two or more segments as the firm's target market. The segmenter here aims at two or more submarkets with a different marketing mix for each. Strategy 1 Strategy 2 Strategy 3
  • 33. Developing Market-Oriented Strategies in Broad Product-Markets Combined Target Market Approach Multiple Target Market Approach Single Target Market Approach This approach combines two or More submarkets into a larger target market as a basis for one strategy. The combiner here aims at two submarkets with one marketing mix. The Strategy
  • 34. Segmenting Product Markets Process for Segmenting Product-Markets Name Broad Product- Market List Customer Needs
  • 35. Name Broad Product- Market List Customer Needs Process for Segmenting Product-Markets Segmenting Product Markets Narrow Product-Markets Identify Determining Dimensions
  • 36. Name Broad Product- Market List Customer Needs Narrow Product-Markets Identify Determining Dimensions Process for Segmenting Product-Markets Segmenting Product Markets Name Possible Market segments Evaluate Segments
  • 37. Name Broad Product- Market List Customer Needs Narrow Product-Markets Identify Determining Dimensions Name Possible Market segments Evaluate Segments Process for Segmenting Product-Markets Segmenting Product Markets Estimate Size
  • 38. The Competitive Environment Key areas to consider Competitor analysis
  • 39. Key areas to consider Competitor analysis Competitive rivals The Competitive Environment
  • 40. Key areas to consider Competitor analysis Competitive rivals Competitive barriers The Competitive Environment
  • 41. Product Space Positioning for Bar Soaps High moisturizing Low moisturizing Nondeodorant Deodorant
  • 42. High moisturizing Low moisturizing Nondeodorant Deodorant Safeguard Lever 2000 Zest Coast Lux Dove Tone Lava Lifebuoy Dial Product Space Positioning for Bar Soaps
  • 43. High moisturizing Low moisturizing Nondeodorant Deodorant 1 2 3 4 5 7 6 8 Safeguard Lever 2000 Zest Coast Lux Dove Tone Lava Lifebuoy Dial Product Space Positioning for Bar Soaps
  • 44. Evaluating Opportunities Business Strength Industry Attractiveness High Medium Low High Medium Low
  • 45. Evaluating Opportunities Business Strength Industry Attractiveness High Medium Low High Medium Low No Growth Borderline Growth
  • 46. Company Mission, Objectives, & Resources Competitors Current & Prospective S. W. O. T. Targeting & Segmentation Positioning & Differentiation Narrowing down to focused strategy with quantitative and qualitative screening criteria Marketing Strategy Planning Process External Market Environment Technology Political & Legal Social & Cultural Economic Customers Needs and other Segmenting Dimensions