Marketing Management chapter 7 Summary

1. WHAT ARE THE
REQUIREMENTS FOR
EFFECTIVE SEGMENTATION ?

2. STEPS IN SEGMENTATION
PROCESS
Shivam Verma || IIT Delhi
Needs-Based Segmentation
Segment Identification
Segment Attractiveness
Segment Profitability
Segment Positioning
Segment Acid Test
Marketing-Mix Strategy

3. BUT NOT ALL SEGMENTATION
SCHEMES ARE USEFUL
Shivam Verma || IIT Delhi
We need an effective segmentation criteria

4. EFFECTIVE SEGMENTATION
CRITERIA
Shivam Verma || IIT Delhi
Market segments must rate favourably on five key criteria:
Measurable
Substantial
Accessible
Differentiable
Actionable

5. MARKET SEGMENTS SHOULD ALSO
BE ATTRACTIVE IN THE LONG RUN
Shivam Verma || IIT Delhi
Michael Porter’s five forces can determine the intrinsic long-run
attractiveness of a market segment

6. MARKET SEGMENTS SHOULD ALSO
BE ATTRACTIVE IN THE LONG RUN
Shivam Verma || IIT Delhi
Threat of intense
segment rivalry
Threat of suppliers’
growing bargaining
power
Threat of substitute
products
Threat of new
entrants
Threat of buyers’
growing bargaining
power

7. CREDITS
All Photos are taken from google images
Shivam Verma || IIT Delhi

8. THANK YOU