Target Marketing  Opportunity Analysis: Segmentation and Positioning To Accompany Basic Marketing, 14th Edition by William...
Customers Needs and other Segmenting Dimensions Company Mission, Objectives, & Resources Competitors Current  & Prospectiv...
The External Environment Affects Marketing Opportunities Dimensions  of the External  Environment Economic
The External Environment Affects Marketing Opportunities Dimensions  of the External  Environment Economic Technology
The External Environment Affects Marketing Opportunities
The External Environment Affects Marketing Opportunities Dimensions  of the External  Environment Economic Technology Poli...
The External Environment Affects Marketing Opportunities
The External Environment Affects Marketing Opportunities Dimensions  of the External  Environment Economic Cultural and so...
Cultural/Social Influences
Considering International Opportunities Smaller World
Considering International Opportunities Better Trends/ Early Start Smaller World Competitive Advantage
Considering International Opportunities Better Trends/ Early Start Smaller World Competitive Advantage Analysis  Needed
International Opportunities
Four Basic Types of Opportunities Market Penetration Present  Products New  Products Present Customers New  Customers Note...
Market Penetration Present  Products New  Products Present Customers New  Customers <ul><li>Note:  hybrid combinations are...
Market Penetration Present  Products New  Products Present Customers New  Customers <ul><li>Note:  hybrid combinations are...
Market Penetration Present  Products New  Products Present Customers New  Customers <ul><li>Note:  hybrid combinations are...
Distinguishing Opportunities Breakthrough Opportunity
Distinguishing Opportunities Breakthrough Opportunity Competitive Advantage vs.
<ul><li>Broad generic market </li></ul>Narrowing down to Focus on a Target Market <ul><li>Target </li></ul><ul><li>Segment...
Examples of Generic Markets, Relevant Customer  Needs, and Specific Product-Markets Generic markets…  and potential needs ...
Individualized Marketing
Segmentation Dimensions for Consumer Markets Needs & other behavioral
Segmentation Dimensions for Consumer Markets Needs & other behavioral Geographic Demographic
Demographic Segmentation and Promotion
Segmentation Dimensions for  Business/Organizational Markets Kind of Relationship Buying Situation Type of Customer Demogr...
Evaluating Market Segments Criteria for Good  Segments Homogeneous Within
Evaluating Market Segments Criteria for Good  Segments Homogeneous Within Heterogeneous Between
Evaluating Market Segments Criteria for Good  Segments Homogeneous Within Heterogeneous Between Substantial
Evaluating Market Segments Criteria for Good  Segments Homogeneous Within Heterogeneous Between Substantial Operational
Developing Market-Oriented  Strategies in Broad Product-Markets Combined Target  Market Approach Multiple Target  Market A...
Developing Market-Oriented  Strategies in Broad Product-Markets Combined Target  Market Approach Multiple Target  Market A...
Developing Market-Oriented  Strategies in Broad Product-Markets Combined Target  Market Approach Multiple Target  Market A...
Segmenting Product Markets Process for Segmenting Product-Markets Name Broad Product- Market List Customer Needs
Name Broad Product- Market List Customer Needs Process for Segmenting Product-Markets Segmenting Product Markets Narrow Pr...
Name Broad Product- Market List Customer Needs Narrow Product-Markets Identify Determining Dimensions Process for Segmenti...
Name Broad Product- Market List Customer Needs Narrow Product-Markets Identify Determining Dimensions Name Possible Market...
The Competitive Environment Key areas to consider Competitor analysis
Key areas to consider Competitor analysis Competitive rivals The Competitive Environment
Key areas to consider Competitor analysis Competitive rivals Competitive barriers The Competitive Environment
Product Space Positioning for Bar Soaps High moisturizing Low moisturizing Nondeodorant Deodorant
High moisturizing Low moisturizing Nondeodorant Deodorant Safeguard Lever 2000 Zest Coast Lux Dove Tone Lava Lifebuoy Dial...
High moisturizing Low moisturizing Nondeodorant Deodorant 1 2 3 4 5 7 6 8 Safeguard Lever 2000 Zest Coast Lux Dove Tone La...
Evaluating Opportunities Business Strength Industry Attractiveness High Medium Low High Medium Low
Evaluating Opportunities Business Strength Industry Attractiveness High Medium Low High Medium Low No Growth Borderline Gr...
Company Mission, Objectives, & Resources Competitors Current  & Prospective S. W. O. T. Targeting & Segmentation Positioni...
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Segmentataion In Marketing

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Segmentataion In Marketing

  1. 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. 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. 3. The External Environment Affects Marketing Opportunities Dimensions of the External Environment Economic
  4. 4. The External Environment Affects Marketing Opportunities Dimensions of the External Environment Economic Technology
  5. 5. The External Environment Affects Marketing Opportunities
  6. 6. The External Environment Affects Marketing Opportunities Dimensions of the External Environment Economic Technology Political and Legal
  7. 7. The External Environment Affects Marketing Opportunities
  8. 8. The External Environment Affects Marketing Opportunities Dimensions of the External Environment Economic Cultural and social Technology Political and Legal
  9. 9. Cultural/Social Influences
  10. 10. Considering International Opportunities Smaller World
  11. 11. Considering International Opportunities Better Trends/ Early Start Smaller World Competitive Advantage
  12. 12. Considering International Opportunities Better Trends/ Early Start Smaller World Competitive Advantage Analysis Needed
  13. 13. International Opportunities
  14. 14. Four Basic Types of Opportunities Market Penetration Present Products New Products Present Customers New Customers Note: hybrid combinations are common
  15. 15. Market Penetration Present Products New Products Present Customers New Customers <ul><li>Note: hybrid combinations are common </li></ul>Market Development Four Basic Types of Opportunities
  16. 16. Market Penetration Present Products New Products Present Customers New Customers <ul><li>Note: hybrid combinations are common </li></ul>Market Development Product Development Four Basic Types of Opportunities
  17. 17. Market Penetration Present Products New Products Present Customers New Customers <ul><li>Note: hybrid combinations are common </li></ul>Market Development Product Development Diversification Four Basic Types of Opportunities
  18. 18. Distinguishing Opportunities Breakthrough Opportunity
  19. 19. Distinguishing Opportunities Breakthrough Opportunity Competitive Advantage vs.
  20. 20. <ul><li>Broad generic market </li></ul>Narrowing down to Focus on a Target Market <ul><li>Target </li></ul><ul><li>Segment(s) </li></ul><ul><li>Broad product market </li></ul><ul><li>Specific market </li></ul><ul><li>segment(s) </li></ul>
  21. 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. 22. Individualized Marketing
  23. 23. Segmentation Dimensions for Consumer Markets Needs & other behavioral
  24. 24. Segmentation Dimensions for Consumer Markets Needs & other behavioral Geographic Demographic
  25. 25. Demographic Segmentation and Promotion
  26. 26. Segmentation Dimensions for Business/Organizational Markets Kind of Relationship Buying Situation Type of Customer Demographics Purchasing Method Product Use Possible Segmentation Dimensions
  27. 27. Evaluating Market Segments Criteria for Good Segments Homogeneous Within
  28. 28. Evaluating Market Segments Criteria for Good Segments Homogeneous Within Heterogeneous Between
  29. 29. Evaluating Market Segments Criteria for Good Segments Homogeneous Within Heterogeneous Between Substantial
  30. 30. Evaluating Market Segments Criteria for Good Segments Homogeneous Within Heterogeneous Between Substantial Operational
  31. 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. 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. 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. 34. Segmenting Product Markets Process for Segmenting Product-Markets Name Broad Product- Market List Customer Needs
  35. 35. Name Broad Product- Market List Customer Needs Process for Segmenting Product-Markets Segmenting Product Markets Narrow Product-Markets Identify Determining Dimensions
  36. 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. 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. 38. The Competitive Environment Key areas to consider Competitor analysis
  39. 39. Key areas to consider Competitor analysis Competitive rivals The Competitive Environment
  40. 40. Key areas to consider Competitor analysis Competitive rivals Competitive barriers The Competitive Environment
  41. 41. Product Space Positioning for Bar Soaps High moisturizing Low moisturizing Nondeodorant Deodorant
  42. 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. 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. 44. Evaluating Opportunities Business Strength Industry Attractiveness High Medium Low High Medium Low
  45. 45. Evaluating Opportunities Business Strength Industry Attractiveness High Medium Low High Medium Low No Growth Borderline Growth
  46. 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
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