strategic marketing

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strategic marketing

  1. 1. Strategic Market Segmentation<br />
  2. 2. Segmentation and Market-Driven Strategy<br />1. Market Segmentation and Value Opportunities<br />2. Creating New Market Space<br />3. Matching Value Opportunities and Capabilities<br />4. Market Targeting and Strategic Positioning<br />5. Selecting the Market to Be Segmented<br />6. Market Segmentation Activities and Decisions<br />
  3. 3. Identifying Market Segments<br />1. Purpose of Segmentation Variables<br />2. Characteristics of People and Organizations : <br /> a. Consumer Markets<br /> b. Organizational Market<br />
  4. 4. Consumers Need<br />Identity Needs<br />Emotive Needs<br />Symbolism <br />Social Values<br />Product Feature<br />Buyer Needs and PreferencesNeed and preferences that are specific to products and brands can be used as segmentation bases and segment descriptors<br />Brand <br />
  5. 5. Buyer Needs and Preferences<br />- Customer needs<br />Need motivate people to act. <br />- Attitudes<br />Attitudes are enduring system of favorable or unfavorable evaluations about brands.<br />- Perceptions<br />
  6. 6. Forming Segments<br />*Response Differences<br /> * Actionable segments<br />*Stability over time<br /> *Cost/ benefits of segmentation<br />* Product diffrentiation& market segmentation<br />
  7. 7. DATABSE<br />S E G M E N T A T I O N<br />
  8. 8. Six global consumers segments<br />
  9. 9. Forming Groups Based on Response Differences<br />
  10. 10. FinnerSegmentation Strategies<br />

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