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Chap009

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  • 1. Developing the Value Offering
    chapter 09
    SEGMENTATION, TARGET MARKETING, AND POSITIONING
    chapter 10
    THE PRODUCT EXPERIENCE: PRODUCT STRATEGY
    chapter 11
    THE PRODUCT EXPERIENCE: BUILDING THE BRAND
    chapter 12
    THE PRODUCT EXPERIENCE: NEW PRODUCT DEVELOPMENT
    chapter 13
    SERVICE AS THE CORE OFFERING
    chapter 14
    MANAGING PRICING DECISIONS
    part THREE
    Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved
    McGraw-Hill/Irwin
  • 2. 09
    Segmentation, Target Marketing, and Positioning
    9-2
  • 3. LEARNING OBJECTIVES
    Explain the criteria for effective segmentation
    Identify the various approaches to market segmentation
    Describe the steps in target marketing
    Understand the continuum of approaches to target marketing strategy
    Define positioning and link it to the use of the marketing mix
    Use and interpret perceptual maps
    Identify sources of differentiation
    Avoid potential positioning errors
    9-3
  • 4. FULFILLING CONSUMER NEEDS AND WANTS
    Market Segmentation
    Target Marketing
    Positioning
    9-4
  • 5. Market Segmentation, Target Marketing, and Positioning
    EXHIBIT 9.1
    Market Segmentation
    Dividing a market into meaningful smaller markets or submarkets based on common characteristics.
    Target Marketing
    Evaluating the market segments, then making decisions about which among them is most worthy of investment for development.
    Positioning
    Communicating one or more sources of value to customers in ways that connect needs and wants to what the product has to offer. Positioning strategies are executed through the development of unique combinations of the marketing mix variables.
    9-5
  • 6. WHAT IS SEGMENTATION?
    Segmentation seeks to find one or more factors about members of a heterogeneous market that allow for dividing of the market into smaller, more homogeneous subgroups
    The purpose would be to develop different marketing strategies to best meet the segments’ distinct needs and wants.
    9-6
  • 7. Criteria for Effective Segmentation
    Is the segment of sufficient size?
    Is the segment readily identifiable and can it be measured?
    Is the segment clearly differentiated on one or more important dimensions?
    Can the segment be reached in order to deliver the value of the product?
    9-7
  • 8. SEGMENTING CONSUMER MARKETS
    9-8
  • 9. SEGMENTING CONSUMER MARKETS
    9-9
  • 10. SEGMENTING CONSUMER MARKETS
    Psychographic Segmentation
    VALS™ (Values and Lifestyles)
    9-10
  • 11. VALS™ Framework
    EXHIBIT 9.11
    Reprinted with permission from VALSTM Program, SRI Consulting Business Intelligence (SRIC-BI); www.sric-bi.com/VALS.
    9-11
  • 12. SEGMENTING CONSUMER MARKETS
    Behavioral Segmentation
    Benefits Sought
    Usage Patterns
    9-12
  • 13. SEGMENTING CONSUMER MARKETS
    Firms use Multiple Segmentation Approaches Simultaneously
    Firms develop a profile of a segment that might include aspects of any or all of the segmentation approaches we have learned.
    9-13
  • 14. Visual Examples of Several Segmentation Approaches
    EXHIBIT 9.13
    9-14
  • 15. SEGMENTING BUSINESS MARKETS
    Demographic
    9-15
  • 16. SEGMENTING BUSINESS MARKETS
    Operating Variables
    9-16
  • 17. SEGMENTING BUSINESS MARKETS
    Purchasing Approaches
    9-17
  • 18. SEGMENTING BUSINESS MARKETS
    Situational Factors
    9-18
  • 19. SEGMENTING BUSINESS MARKETS
    Personal Characteristics
    9-19
  • 20. TARGET MARKETING
    Analyze Market Segments
    9-20
  • 21. TARGET MARKETING
    Develop Profiles of Each Potential Target Market
    9-21
  • 22. Continuum of Target Marketing Approaches
    EXHIBIT 9.15
    Very
    Broad
    Very
    Narrow
    Undifferentiated
    target marketing
    Differentiated
    target marketing
    Concentrated
    target marketing
    Customized
    target marketing
    9-22
  • 23. TARGET MARKETING
    Select a Target Marketing Approach
    9-23
  • 24. POSITIONING
    The firm must turn its attention to creating, communicating, and delivering the value offering to the target markets.
    Positioning the product so that consumers understand its ability to fulfill their needs and wants.
    9-24
  • 25. Examples of Perceptual Maps Used in Positioning Decisions
    EXHIBIT 9.16
    9-25
  • 26. Examples of Perceptual Maps Used in Positioning Decisions
    EXHIBIT 9.16
    9-26
  • 27. Examples of Perceptual Maps Used in Positioning Decisions
    EXHIBIT 9.16
    9-27
  • 28. Sources of Differential Competitive Advantage
    9-28
  • 29. Positioning Errors
    9-29
  • 30. 30
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