Chapter 8 presentation
•Download as PPT, PDF•
6 likes•5,314 views
This document summarizes 10 key concepts about market segmentation from Chapter 8 of the marketing textbook "Marketing Management" by Philip Kotler. The concepts discuss different types of market segmentation including segment marketing, niche marketing, geographical segmentation, demographic segmentation, psychographic segmentation, and behavioral segmentation. Examples are provided for each concept. The last concept discusses evaluating and selecting target market segments and providing examples of segmentation strategies companies have used.
Report
Share
Report
Share
![Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
Identifying Market Segments and Target
This document discusses market segmentation and target selection. It identifies four levels of market segmentation: segment marketing, niche marketing, local marketing, and individual marketing. Segmentation can be done geographically based on regions, demographically based on variables like age, or psychographically based on lifestyle. When evaluating segments, companies can use selective specialization, targeting a few profitable segments, or full market coverage, attempting to serve all customer groups. The key is for companies to identify different market segments and decide which ones to target effectively.
Identifying market segments & targets
This document discusses market segmentation and targeting. It defines market segments as groups of customers who share similar needs and wants. There are four main types of market segmentation: geographic, demographic, psychographic, and behavioral. Demographic variables include age, gender, income, etc. Psychographic segmentation groups customers based on personality traits and values. Behavioral segmentation divides customers based on usage patterns and brand loyalty. The document also discusses criteria for evaluating market segments and different targeting strategies like full market coverage, multiple segment specialization, and single segment concentration.
market segmentation
Market segmentation involves dividing a heterogeneous market into homogeneous subgroups. It allows companies to target specific groups more effectively. The document discusses various bases for segmenting markets, including geographic, demographic, psychographic, and behavioral factors. It also explains that markets can be segmented using multiple bases sequentially for more precise targeting. This provides a better understanding of customer needs in each segment and allows companies to tailor their marketing mix to attract specific subgroups.
Identifying Market Segments and Targets / Marketing Management By Kotler K...
This document discusses market segmentation, targeting, and positioning. It provides the following key points:
1. Market segmentation involves identifying distinct groups of customers based on their needs and preferences. Targeting involves selecting specific segments to target, while positioning establishes the benefits of the market offering.
2. A market segment consists of customers who share similar needs and wants. Examples of segments include geographic areas, demographics, lifestyles, usage behaviors, and business characteristics.
3. Effective segmentation criteria for target selection includes segments being measurable, accessible, substantial in size/profitability, and responsive to different marketing mix elements.
2 market segmentation
The document discusses market segmentation and target marketing. It defines market segmentation as dividing a market into groups with different needs that may require tailored products or messaging. Various ways to segment markets are described, including geographic, demographic, psychographic, and behavioral factors. The document also defines target markets as the specific segments an organization aims to reach. Market positioning is presented as how a product is defined in a customer's mind relative to competitors. The overall document provides an overview of segmenting customers, targeting specific groups, and positioning offerings for marketing purposes.
Consumer Reserch & Market Segmentation
This document provides an overview of consumer research and market segmentation. It discusses various primary and secondary research methods used to study consumer behavior, including surveys, experiments, focus groups, and observation. It also outlines the consumer research process of defining objectives, collecting data, analyzing findings, and reporting results. Finally, it explains market segmentation as dividing a market into distinct groups with unique needs and characteristics. The key bases for segmentation are described as geographic, demographic, psychographic, and behavioral factors.
Segmentation
1. The document discusses two insurance agents and which is more likely to succeed. The second agent is identified as being a specialist for teachers - having insured over 200 teachers in the city and developing a special insurance program for teachers.
2. It then discusses segmentation, target markets, and positioning in marketing. It provides examples of how to segment markets based on demographics, psychographics, behaviors, and other factors.
3. The key to success is identified as becoming a specialist in a unique target market segment. It emphasizes the need to deeply understand the segment's needs and behaviors to develop specialized products and services tailored specifically for that niche market.
Identifying Market Segments and Targets
The document discusses market segmentation and targeting in both consumer markets and medical applications. It provides examples of market segmentation at 4 levels for both local consumer brands and medical services/products. These include examples like McDonald's, Dove, Ayala Land housing projects, Belo products, vaccines, and diagnostic tests. The document also mentions 3 bases for segmenting consumer markets, including loyalty status and the conversion model.
Recommended
Identifying Market Segments and Target
This document discusses market segmentation and target selection. It identifies four levels of market segmentation: segment marketing, niche marketing, local marketing, and individual marketing. Segmentation can be done geographically based on regions, demographically based on variables like age, or psychographically based on lifestyle. When evaluating segments, companies can use selective specialization, targeting a few profitable segments, or full market coverage, attempting to serve all customer groups. The key is for companies to identify different market segments and decide which ones to target effectively.
Identifying market segments & targets
This document discusses market segmentation and targeting. It defines market segments as groups of customers who share similar needs and wants. There are four main types of market segmentation: geographic, demographic, psychographic, and behavioral. Demographic variables include age, gender, income, etc. Psychographic segmentation groups customers based on personality traits and values. Behavioral segmentation divides customers based on usage patterns and brand loyalty. The document also discusses criteria for evaluating market segments and different targeting strategies like full market coverage, multiple segment specialization, and single segment concentration.
market segmentation
Market segmentation involves dividing a heterogeneous market into homogeneous subgroups. It allows companies to target specific groups more effectively. The document discusses various bases for segmenting markets, including geographic, demographic, psychographic, and behavioral factors. It also explains that markets can be segmented using multiple bases sequentially for more precise targeting. This provides a better understanding of customer needs in each segment and allows companies to tailor their marketing mix to attract specific subgroups.
Identifying Market Segments and Targets / Marketing Management By Kotler K...
This document discusses market segmentation, targeting, and positioning. It provides the following key points:
1. Market segmentation involves identifying distinct groups of customers based on their needs and preferences. Targeting involves selecting specific segments to target, while positioning establishes the benefits of the market offering.
2. A market segment consists of customers who share similar needs and wants. Examples of segments include geographic areas, demographics, lifestyles, usage behaviors, and business characteristics.
3. Effective segmentation criteria for target selection includes segments being measurable, accessible, substantial in size/profitability, and responsive to different marketing mix elements.
2 market segmentation
The document discusses market segmentation and target marketing. It defines market segmentation as dividing a market into groups with different needs that may require tailored products or messaging. Various ways to segment markets are described, including geographic, demographic, psychographic, and behavioral factors. The document also defines target markets as the specific segments an organization aims to reach. Market positioning is presented as how a product is defined in a customer's mind relative to competitors. The overall document provides an overview of segmenting customers, targeting specific groups, and positioning offerings for marketing purposes.
Consumer Reserch & Market Segmentation
This document provides an overview of consumer research and market segmentation. It discusses various primary and secondary research methods used to study consumer behavior, including surveys, experiments, focus groups, and observation. It also outlines the consumer research process of defining objectives, collecting data, analyzing findings, and reporting results. Finally, it explains market segmentation as dividing a market into distinct groups with unique needs and characteristics. The key bases for segmentation are described as geographic, demographic, psychographic, and behavioral factors.
Segmentation
1. The document discusses two insurance agents and which is more likely to succeed. The second agent is identified as being a specialist for teachers - having insured over 200 teachers in the city and developing a special insurance program for teachers.
2. It then discusses segmentation, target markets, and positioning in marketing. It provides examples of how to segment markets based on demographics, psychographics, behaviors, and other factors.
3. The key to success is identified as becoming a specialist in a unique target market segment. It emphasizes the need to deeply understand the segment's needs and behaviors to develop specialized products and services tailored specifically for that niche market.
Identifying Market Segments and Targets
The document discusses market segmentation and targeting in both consumer markets and medical applications. It provides examples of market segmentation at 4 levels for both local consumer brands and medical services/products. These include examples like McDonald's, Dove, Ayala Land housing projects, Belo products, vaccines, and diagnostic tests. The document also mentions 3 bases for segmenting consumer markets, including loyalty status and the conversion model.
Segment, Target & Positioning
This document discusses market segmentation and target market selection. It begins by defining the market and different types of markets. It then outlines the steps in segmenting, targeting and positioning, including identifying bases for segmentation, developing segment profiles, selecting target segments, and developing positioning for each segment.
The document provides examples of different levels of segmentation from mass to niche marketing. It reviews common variables used for segmentation like geography, demographics, psychographics and behavior. Finally, it discusses target market selection, product-market matrices, and defining positioning as the place a product occupies in consumers' minds relative to competitors.
Market segmentation
Market segmentation, targeting, positioning, and differentiation are key elements of a customer-driven marketing strategy. Segmentation involves dividing the market into distinct groups with unique needs. Targeting evaluates segment attractiveness and selects which to enter. Differentiation creates superior customer value for the targeted segments. Positioning arranges the offering in customers' minds relative to competitors. Effective segmentation is measurable, accessible, differentiable, and allows for actionable programs for each segment. Common bases for consumer segmentation include geographic, demographic, psychographic, and behavioral factors. When targeting, companies evaluate segment size, growth, and attractiveness as well as their objectives and resources to select segments. Targeting can be undertaken through undifferentiated, differentiated, concentrated,
Marketing Fundamentals Part 2 Target Market & Segmentation
The document provides an overview of marketing fundamentals related to researching and selecting target markets. It discusses consumer behavior models and the factors that influence buying decisions. It also covers market segmentation techniques such as identifying variables to segment the market and profiling the resulting segments. The document explains how to evaluate segment attractiveness and select target segments for a business based on factors like segment size, growth potential, and structural attractiveness. An example of segmenting the Netflix market is also provided to illustrate how to identify segments and determine which ones a company should target along with possible marketing strategies.
Stp new
1. The document outlines the steps in market segmentation, targeting, and positioning which include identifying segmentation variables, developing segment profiles, evaluating segment attractiveness, selecting target segments, identifying positioning concepts, and selecting and communicating a positioning concept.
2. Key aspects of segmentation, targeting, and positioning are discussed such as segmenting based on demographics, psychographics, behaviors, and using strategies like product differentiation, image differentiation, and personnel differentiation to target and position products.
3. The document emphasizes that segmentation allows companies to better satisfy smaller, more homogeneous groups and that effective positioning gives products the greatest advantage in the target market through unique benefits identified via the marketing mix.
Term paper on market segmentation
The document discusses market segmentation and summarizes key points from the literature. It begins by defining market segmentation as dividing a large market into smaller subgroups based on common needs and behaviors. It then reviews several common bases for segmentation, including geographic, demographic, psychographic, and behavioral factors. Some examples discussed include segmenting by age, gender, income level, lifestyle, and occasions. The document also outlines criteria for effective market segments and reviews literature on the importance and competitive necessity of segmentation. It concludes by describing the sources of data gathered - official Indian census data and projected population data from a marketing textbook.
Ch07 Mlh Intro M.Aise Ppt
1. The document discusses key concepts in market segmentation including defining markets and segments, the importance of segmentation, criteria for successful segmentation, and bases used for segmenting consumer and business markets.
2. It also covers strategies for selecting target markets, one-to-one marketing, and how firms implement positioning strategies using product differentiation.
3. The learning outcomes cover topics like steps in the segmentation process, alternatives for selecting targets, and how positioning and differentiation influence customers' perceptions of brands.
Market Segmentation
This document discusses different types of market segmentation including geographic, distribution, media, price, demographic, time, and psychographic segmentation. It provides examples of each type of segmentation and explains how segmentation allows companies to concentrate marketing efforts on specific market subgroups to gain a competitive advantage. The key purposes of segmentation identified are targeting specific segments through advertising, using it to guide brand positioning, and defining new product opportunities for each segment.
Chapter 3 segmentation
The document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into smaller groups with similar characteristics that may require separate products or marketing mixes. It also defines target marketing as selecting a category of customers to focus on. The document then discusses different ways to segment consumer and business markets, including by geographic, demographic, psychographic, and behavioral factors. It also discusses evaluating market segments and different targeting strategies like undifferentiated, differentiated, concentrated, micromarketing, and individual marketing.
Behavioural Segmentation of Market
Explained in details all the factors of the behavioral segmentation of market with suitable example wherever found necessary.
Market Segmentation
This document discusses market segmentation, targeting, and positioning. It defines key terms like market segmentation, target marketing, and market positioning. It describes different types of market segmentation including demographic, psychographic, and behavioral segmentation. It also discusses evaluating market segments, selecting target markets, and developing positioning strategies. The overall purpose is to outline the process companies use to divide markets, select target customer groups, and define their product's competitive advantages.
Market Segmentation Targeting And Positioning
this presentation will enable viewers to understand the ways of Market Segmentation, Targeting And Positioning
Market Segmentation PPT
Market segmentation involves dividing a heterogeneous market into homogeneous sub-units. It divides the overall market for a product into segments based on characteristics like geography, demographics, psychographics, and behavior. Effective segmentation allows companies to target specific groups, make marketing more efficient, and better meet customer needs. Some common bases for segmentation include geographic, demographic, cultural, behavioral, and psychographic factors. Market targeting then involves selecting which segments a business will focus its marketing efforts on. Common targeting strategies include single segment concentration, selective specialization, product specialization, and full market coverage.
Case study on market segmentation
Under Armour is an American sports apparel company founded in 1996 that focuses on designing clothing to keep athletes dry and comfortable during exercise. The case study analyzes Under Armour's demographic segmentation by discussing how they target different age groups, genders, income levels, and generations with customized products and marketing approaches. Key variables like life stage, gender differences, income prioritization, and generational influences are considered when segmenting the market. Overall, the document provides an overview of Under Armour's demographic segmentation strategy and how they account for various consumer characteristics.
Bases for Segmentation of consumer market
This document discusses various bases for segmenting consumer markets. It describes 6 main types of segmentation: geographic, demographic, psychographic, behavioral, volume, and product space segmentation. For each type, it provides details on common segmentation bases such as age, gender, income, lifestyle, user status, benefits sought, and brand loyalty. The key information is that market segmentation involves dividing the total market into homogeneous subgroups based on consumer characteristics to allow companies to better target their marketing efforts.
Market Segmentation
This document discusses market segmentation, targeting, and positioning. It explains what constitutes a market and different approaches to marketing such as mass marketing, product variety marketing, and target marketing. The key bases for segmenting markets are discussed, including demographic, geographic, psychographic, and behavioral criteria. Effective segmentation requires segments to be measurable, accessible, substantial, and actionable. The document outlines steps in the segmentation, targeting, and positioning process and provides examples to illustrate various concepts.
market segmentation
This document discusses market segmentation and targeting. It begins by defining market segmentation as the process of dividing a market into distinct groups of customers with different needs, characteristics, or behaviors. It then discusses various bases for segmenting a market, including geographic, demographic, psychographic, and behavioral factors. The document also outlines different targeting options such as undifferentiated, concentrated, and differentiated marketing. It emphasizes that effective segmentation requires groups that are measurable, accessible, and substantial in size. Overall, the document provides an overview of key concepts in market segmentation and targeting.
Market segmentation
Market segmentation involves dividing a heterogeneous market into homogeneous subgroups. It is based on the recognition that markets contain different customer groups with distinct needs, characteristics and behaviors. Effective segmentation requires that segments are identifiable, measurable, accessible, substantial, and responsive to different marketing strategies. Common bases used for segmentation include geographical, demographic, psychographic and behavioral factors. The goal of segmentation is to allow firms to better serve distinct customer segments by developing tailored marketing mixes for each subgroup.
Chapter 5: Market Segmenting, Targeting, and Positioning
This document discusses market segmentation, targeting, and positioning. It begins by distinguishing between targeted marketing, which selects specific consumer groups, and mass marketing, which sells to all consumers. The benefits of segmentation and targeting are that it allows companies to tailor products and messages to specific customer segments. Market segmentation can be done based on demographics, behaviors, benefits sought, geography, and psychographics like values and lifestyles. The document also covers strategies for targeting markets globally and techniques for positioning offerings to stand out from competitors.
Chapter2 marketing management
The document discusses key concepts for developing marketing strategies and plans. It covers strategic planning at different organizational levels, the components of a marketing plan, tools for analyzing opportunities like SWOT analysis and MOA, and frameworks for defining strategies like Porter's generic strategies and Ansoff's product-market grid. The purpose of a marketing plan is to direct and coordinate marketing efforts at both the strategic and tactical levels.
Chapter 6 Analyzing Consumer Markets
This document discusses analyzing consumer markets by examining consumer behavior and the factors that influence purchasing decisions. It covers cultural, social, and personal factors that affect behavior. It also summarizes several theories of human motivation and the five stages of the consumer buying process. The theories discussed include Freud's theory of subconscious motivations, Maslow's hierarchy of needs, and Herzberg's two-factor theory. The five stages of the buying process are problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The document emphasizes that understanding how consumers think and connecting with them is important for marketers.
Chapter #5 marketing
This chapter discusses consumer markets and consumer buyer behavior. It outlines the model of consumer behavior and factors that influence consumer decisions, including cultural, social, personal and psychological characteristics. It also describes the consumer decision-making process of need recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation. Finally, it briefly introduces the business buying process.
Aldi Marketing
Aldi is a leading global retailer that operates over 8,000 stores worldwide since opening its first store in Germany in 1913. Aldi's main objectives are growing its market share by providing high quality products at low prices. Aldi focuses on private label brands and offers a limited product range. It aims to offer everyday low prices around 30% cheaper than competitors through efficient operations and low overhead. Aldi has been expanding globally and growing its customer base, with estimated US sales reaching $7.9 billion in 2013.
More Related Content
What's hot
Segment, Target & Positioning
This document discusses market segmentation and target market selection. It begins by defining the market and different types of markets. It then outlines the steps in segmenting, targeting and positioning, including identifying bases for segmentation, developing segment profiles, selecting target segments, and developing positioning for each segment.
The document provides examples of different levels of segmentation from mass to niche marketing. It reviews common variables used for segmentation like geography, demographics, psychographics and behavior. Finally, it discusses target market selection, product-market matrices, and defining positioning as the place a product occupies in consumers' minds relative to competitors.
Market segmentation
Market segmentation, targeting, positioning, and differentiation are key elements of a customer-driven marketing strategy. Segmentation involves dividing the market into distinct groups with unique needs. Targeting evaluates segment attractiveness and selects which to enter. Differentiation creates superior customer value for the targeted segments. Positioning arranges the offering in customers' minds relative to competitors. Effective segmentation is measurable, accessible, differentiable, and allows for actionable programs for each segment. Common bases for consumer segmentation include geographic, demographic, psychographic, and behavioral factors. When targeting, companies evaluate segment size, growth, and attractiveness as well as their objectives and resources to select segments. Targeting can be undertaken through undifferentiated, differentiated, concentrated,
Marketing Fundamentals Part 2 Target Market & Segmentation
The document provides an overview of marketing fundamentals related to researching and selecting target markets. It discusses consumer behavior models and the factors that influence buying decisions. It also covers market segmentation techniques such as identifying variables to segment the market and profiling the resulting segments. The document explains how to evaluate segment attractiveness and select target segments for a business based on factors like segment size, growth potential, and structural attractiveness. An example of segmenting the Netflix market is also provided to illustrate how to identify segments and determine which ones a company should target along with possible marketing strategies.
Stp new
1. The document outlines the steps in market segmentation, targeting, and positioning which include identifying segmentation variables, developing segment profiles, evaluating segment attractiveness, selecting target segments, identifying positioning concepts, and selecting and communicating a positioning concept.
2. Key aspects of segmentation, targeting, and positioning are discussed such as segmenting based on demographics, psychographics, behaviors, and using strategies like product differentiation, image differentiation, and personnel differentiation to target and position products.
3. The document emphasizes that segmentation allows companies to better satisfy smaller, more homogeneous groups and that effective positioning gives products the greatest advantage in the target market through unique benefits identified via the marketing mix.
Term paper on market segmentation
The document discusses market segmentation and summarizes key points from the literature. It begins by defining market segmentation as dividing a large market into smaller subgroups based on common needs and behaviors. It then reviews several common bases for segmentation, including geographic, demographic, psychographic, and behavioral factors. Some examples discussed include segmenting by age, gender, income level, lifestyle, and occasions. The document also outlines criteria for effective market segments and reviews literature on the importance and competitive necessity of segmentation. It concludes by describing the sources of data gathered - official Indian census data and projected population data from a marketing textbook.
Ch07 Mlh Intro M.Aise Ppt
1. The document discusses key concepts in market segmentation including defining markets and segments, the importance of segmentation, criteria for successful segmentation, and bases used for segmenting consumer and business markets.
2. It also covers strategies for selecting target markets, one-to-one marketing, and how firms implement positioning strategies using product differentiation.
3. The learning outcomes cover topics like steps in the segmentation process, alternatives for selecting targets, and how positioning and differentiation influence customers' perceptions of brands.
Market Segmentation
This document discusses different types of market segmentation including geographic, distribution, media, price, demographic, time, and psychographic segmentation. It provides examples of each type of segmentation and explains how segmentation allows companies to concentrate marketing efforts on specific market subgroups to gain a competitive advantage. The key purposes of segmentation identified are targeting specific segments through advertising, using it to guide brand positioning, and defining new product opportunities for each segment.
Chapter 3 segmentation
The document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into smaller groups with similar characteristics that may require separate products or marketing mixes. It also defines target marketing as selecting a category of customers to focus on. The document then discusses different ways to segment consumer and business markets, including by geographic, demographic, psychographic, and behavioral factors. It also discusses evaluating market segments and different targeting strategies like undifferentiated, differentiated, concentrated, micromarketing, and individual marketing.
Behavioural Segmentation of Market
Explained in details all the factors of the behavioral segmentation of market with suitable example wherever found necessary.
Market Segmentation
This document discusses market segmentation, targeting, and positioning. It defines key terms like market segmentation, target marketing, and market positioning. It describes different types of market segmentation including demographic, psychographic, and behavioral segmentation. It also discusses evaluating market segments, selecting target markets, and developing positioning strategies. The overall purpose is to outline the process companies use to divide markets, select target customer groups, and define their product's competitive advantages.
Market Segmentation Targeting And Positioning
this presentation will enable viewers to understand the ways of Market Segmentation, Targeting And Positioning
Market Segmentation PPT
Market segmentation involves dividing a heterogeneous market into homogeneous sub-units. It divides the overall market for a product into segments based on characteristics like geography, demographics, psychographics, and behavior. Effective segmentation allows companies to target specific groups, make marketing more efficient, and better meet customer needs. Some common bases for segmentation include geographic, demographic, cultural, behavioral, and psychographic factors. Market targeting then involves selecting which segments a business will focus its marketing efforts on. Common targeting strategies include single segment concentration, selective specialization, product specialization, and full market coverage.
Case study on market segmentation
Under Armour is an American sports apparel company founded in 1996 that focuses on designing clothing to keep athletes dry and comfortable during exercise. The case study analyzes Under Armour's demographic segmentation by discussing how they target different age groups, genders, income levels, and generations with customized products and marketing approaches. Key variables like life stage, gender differences, income prioritization, and generational influences are considered when segmenting the market. Overall, the document provides an overview of Under Armour's demographic segmentation strategy and how they account for various consumer characteristics.
Bases for Segmentation of consumer market
This document discusses various bases for segmenting consumer markets. It describes 6 main types of segmentation: geographic, demographic, psychographic, behavioral, volume, and product space segmentation. For each type, it provides details on common segmentation bases such as age, gender, income, lifestyle, user status, benefits sought, and brand loyalty. The key information is that market segmentation involves dividing the total market into homogeneous subgroups based on consumer characteristics to allow companies to better target their marketing efforts.
Market Segmentation
This document discusses market segmentation, targeting, and positioning. It explains what constitutes a market and different approaches to marketing such as mass marketing, product variety marketing, and target marketing. The key bases for segmenting markets are discussed, including demographic, geographic, psychographic, and behavioral criteria. Effective segmentation requires segments to be measurable, accessible, substantial, and actionable. The document outlines steps in the segmentation, targeting, and positioning process and provides examples to illustrate various concepts.
market segmentation
This document discusses market segmentation and targeting. It begins by defining market segmentation as the process of dividing a market into distinct groups of customers with different needs, characteristics, or behaviors. It then discusses various bases for segmenting a market, including geographic, demographic, psychographic, and behavioral factors. The document also outlines different targeting options such as undifferentiated, concentrated, and differentiated marketing. It emphasizes that effective segmentation requires groups that are measurable, accessible, and substantial in size. Overall, the document provides an overview of key concepts in market segmentation and targeting.
Market segmentation
Market segmentation involves dividing a heterogeneous market into homogeneous subgroups. It is based on the recognition that markets contain different customer groups with distinct needs, characteristics and behaviors. Effective segmentation requires that segments are identifiable, measurable, accessible, substantial, and responsive to different marketing strategies. Common bases used for segmentation include geographical, demographic, psychographic and behavioral factors. The goal of segmentation is to allow firms to better serve distinct customer segments by developing tailored marketing mixes for each subgroup.
Chapter 5: Market Segmenting, Targeting, and Positioning
This document discusses market segmentation, targeting, and positioning. It begins by distinguishing between targeted marketing, which selects specific consumer groups, and mass marketing, which sells to all consumers. The benefits of segmentation and targeting are that it allows companies to tailor products and messages to specific customer segments. Market segmentation can be done based on demographics, behaviors, benefits sought, geography, and psychographics like values and lifestyles. The document also covers strategies for targeting markets globally and techniques for positioning offerings to stand out from competitors.
What's hot (18)
Marketing Fundamentals Part 2 Target Market & Segmentation
Marketing Fundamentals Part 2 Target Market & Segmentation
Chapter 5: Market Segmenting, Targeting, and Positioning
Chapter 5: Market Segmenting, Targeting, and Positioning
Viewers also liked
Chapter2 marketing management
The document discusses key concepts for developing marketing strategies and plans. It covers strategic planning at different organizational levels, the components of a marketing plan, tools for analyzing opportunities like SWOT analysis and MOA, and frameworks for defining strategies like Porter's generic strategies and Ansoff's product-market grid. The purpose of a marketing plan is to direct and coordinate marketing efforts at both the strategic and tactical levels.
Chapter 6 Analyzing Consumer Markets
This document discusses analyzing consumer markets by examining consumer behavior and the factors that influence purchasing decisions. It covers cultural, social, and personal factors that affect behavior. It also summarizes several theories of human motivation and the five stages of the consumer buying process. The theories discussed include Freud's theory of subconscious motivations, Maslow's hierarchy of needs, and Herzberg's two-factor theory. The five stages of the buying process are problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The document emphasizes that understanding how consumers think and connecting with them is important for marketers.
Chapter #5 marketing
This chapter discusses consumer markets and consumer buyer behavior. It outlines the model of consumer behavior and factors that influence consumer decisions, including cultural, social, personal and psychological characteristics. It also describes the consumer decision-making process of need recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation. Finally, it briefly introduces the business buying process.
Aldi Marketing
Aldi is a leading global retailer that operates over 8,000 stores worldwide since opening its first store in Germany in 1913. Aldi's main objectives are growing its market share by providing high quality products at low prices. Aldi focuses on private label brands and offers a limited product range. It aims to offer everyday low prices around 30% cheaper than competitors through efficient operations and low overhead. Aldi has been expanding globally and growing its customer base, with estimated US sales reaching $7.9 billion in 2013.
Kotler mm14 ch01_dppt
The document defines marketing as creating, communicating, and delivering value for customers and society. It defines marketing management as choosing target markets and growing customers through superior value. It discusses the scope of marketing, including what can be marketed and who is involved. It also covers fundamental marketing concepts like segmentation, branding, and the marketing environment. Finally, it discusses how marketing has changed in recent decades due to technology, globalization, and the need to differentiate products.
kotler Marketing management chapter 4.PPT
This document discusses building customer value and relationships. It defines customer perceived value as the benefits versus costs of an offering compared to alternatives. Companies can increase value by raising benefits or lowering costs. Steps to assess customer values include identifying valued attributes, assessing importance, and monitoring values over time. Customer satisfaction results from performance matching or exceeding expectations. Customer relationship management aims to maximize loyalty by identifying customers, interacting with them, and customizing offerings. Database marketing uses customer databases to facilitate transactions and build relationships.
Kotler Keller - Marketing Management 15th edition, Chapter 01
Kotler Keller - Marketing Management 15th edition
Chapter 01 Lecture slide
Made by Korea Institute of Marketing Education
http://www.marketingkorea.org
02-563-0717
Viewers also liked (7)
Kotler Keller - Marketing Management 15th edition, Chapter 01
Kotler Keller - Marketing Management 15th edition, Chapter 01
Similar to Chapter 8 presentation
Cabrera marketing chap4
This document discusses conducting marketing research and forecasting demand. It covers 10 concepts: 1) marketing research helps products and brands grow, 2) research departments are crucial, 3) research does not need to be expensive, 4) deciding the research approach, 5) deciding the contact method, 6) failure to use marketing research, 7) how research can benefit companies, 8) measuring marketing productivity, 9) measures of market demand, and 10) estimating current and future demand. For each concept, it provides examples from marketing textbooks and local/medical companies to illustrate the concept.
Ayes Report: Kotler-Chapter 3
This document outlines 10 concepts for gathering marketing information by scanning the external environment. It discusses how marketing information systems help companies make decisions by tracking trends and monitoring changes. These systems rely on internal records, marketing intelligence from external sources, and marketing research. The document also examines the 6 main environmental forces that influence marketing: demographic trends, economic conditions, socio-cultural factors, technological developments, political/legal issues, and the natural environment. Understanding how these forces interact is key to identifying new opportunities.
Uy, Raymonde: KOTLER Chapter 19 | 10 concepts
This document outlines ten concepts for personalizing marketing communications. It discusses direct marketing, direct mail marketing, catalog marketing, telemarketing, interactive marketing, online ads and promotions, word of mouth marketing, buzz and viral marketing, blogs and opinion leaders, and personal selling. For each concept, it provides examples from marketing textbooks as well as local and medical industry applications. The overall aim is to bring the market closer to clients by leveraging communications technologies for effective customer-provider engagement.
Defining marketing for the 21st century
This document defines 21st century marketing concepts through 10 concepts:
1. Marketing is an organizational function and set of processes.
2. Everything can be marketed.
3. Needs, wants, and demands drive marketing.
4. Societal factors create new behaviors and opportunities.
5. Consumers have changed and are more knowledgeable.
6. Companies have changed and now use internet/mobile targeting.
7. Production focus has shifted to holistic marketing orientation.
8. Markets create and deliver value for consumers.
9. Holistic marketing incorporates internal and external strategies.
10. Specific marketing tasks are needed for long-term growth.
Chapter 16
This document outlines 10 concepts related to retailing, wholesaling, and logistics. It defines key terms and provides examples to illustrate different concepts. The concepts cover strategies for product positioning in retailing, new non-store retail venues like direct selling, how franchising allows for retail expansion, challenges in the new retail environment, retail decision-making factors, reasons for private labels, the efficiency of wholesaling, steps in integrated logistics systems, major decisions in market logistics, and the differences between retailing and wholesaling.
Fajardo analyzing consumer markets
This document summarizes 10 key concepts about consumer behavior: 1) Cultural and social factors influence buying decisions. 2) Personal characteristics like age, personality and lifestyle also affect decisions. 3) Motivation and needs drive consumers' goals. 4) Perception affects how consumers interpret information. 5) Consumers go through a decision process of problem recognition, information search, evaluation, purchase and post-purchase behavior. Understanding these various influences can help marketers better reach and serve consumers.
Jankennethobar assignment3
The document discusses 10 key concepts related to integrated marketing communication:
1) The 8 elements of the communication process.
2) The marketing communication mix of mass and personal communication modes.
3) The consumer response model of cognitive, affective and behavioral stages.
4) The 8 steps to developing effective communication including identifying the target audience and objectives.
5) The 4 possible communication objectives of category need, brand awareness, attitude and purchase intention.
6) Designing communications by determining the message, creative and source strategies.
7) Considerations for global adaptation of communications.
8) Selecting communication channels.
9) Using sales promotion tools.
10) Coordinating a multi-stage
Consumer behaviour
This document discusses consumer behavior and the buying decision process. It identifies factors that influence consumer behavior such as cultural, social, personal and psychological factors. It also outlines the different roles in the buying process, types of buying behavior, and the five stages of the buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Key models discussed include Maslow's Hierarchy of Needs and the different sets in consumer decision making.
V49 ch7 business_markets_kristine_bacsal_flores
Business markets differ from consumer markets and are influenced by various factors. They have many participants who play different roles in a buying process with 8 stages. Marketers must target their efforts by understanding the decision makers and evaluation criteria. Buyer-supplier relationships and opportunism can impact business processes, while institutions and governments are also potential business markets.
V49 ch7 business_markets_kristine_bacsal_flores
Business markets differ from consumer markets and are influenced by various factors. They have many participants who play different roles in a buying process with 8 stages. Marketers must target their efforts by understanding the decision makers and evaluation criteria. Buyer-supplier relationships and opportunism can impact business processes, while institutions and governments are also potential business markets.
Defining marketing in the 21st century
This document outlines 10 key marketing concepts from Chapter 1 of Kotler's book on marketing. It defines marketing and provides examples of how physical goods, events, experiences, persons, organizations, and information can be marketed. It discusses targeting markets based on needs, wants, demands, positioning, and segmentation. It also covers marketing offerings, brands, and competition. The document aims to illustrate these marketing concepts and their applications in both local and medical contexts.
Top 10 learning question for 17 designing and managing integrated marketing -...
The document discusses key concepts from Philip Kotler's Marketing Management textbook relating to integrated marketing communication. It outlines 10 concepts, including the marketing communication mix, the sequence of the communication process, the three stages of communicating with customers, non-personal communication channels, and developing effective communication strategies. For each concept, it provides brief explanations and examples from the textbook.
top 10 learning learning question
The document outlines 10 concepts for designing and managing integrated marketing communications from Philip Kotler's Marketing Management textbook. The concepts cover the marketing communication mix, the sequence of the communication process, the three stages of communicating with customers, nonpersonal communication channels, and developing effective communication strategies.
Barcelona chapter2 Kotler
The document outlines the top 10 concepts for developing marketing strategies and plans, including defining customer value, understanding core business processes and competencies, applying a holistic marketing framework, strategic versus tactical approaches, and corporate versus divisional levels. It also discusses strategic business unit level planning, SWOT and MOA analyses, Porter's generic strategies, forming strategic alliances, and creating a marketing plan that directs and coordinates efforts. The overall goal is to know the customer, strategize effectively, and implement a coherent marketing approach.
Kotler dealing with competition
The document discusses 10 concepts for dealing with competition. It covers identifying competitors and analyzing them using Porter's 5 competitive forces model. It also discusses strategies for market leaders to defend market share through innovation. Market challengers can attack leaders through frontal or flank attacks. Market followers use imitation and market nichers specialize in small markets. Maintaining a balance of customer and competitor orientation is important.
Ch18 marketing pamuy
The document outlines various mass communication techniques used in advertising, sales promotions, events, experiences, and public relations. It discusses the objectives and key aspects of advertising like the 5 M's model, developing message and creative strategies, and legal/social issues. It also covers related topics like product placement, sales promotions, events and experiences as engagement tools, and the role of public relations in image promotion and corporate social responsibility. Specific local and healthcare examples are provided to illustrate each concept.
Nyl jarem amoroso ch 8
Chapter 8: Identifying Market Segments and Targets
Source: Kotler, Marketing Management
Nyl Jarem P. Amoroso
7 cokehyeng
This document outlines 8 key concepts for analyzing business markets:
1) The business market involves products sold for use in production by other businesses, as opposed to consumers. Key aspects are the buying situations, buying centers, and influencers.
2) Different buying situations like straight rebuys or new tasks affect requirements and people involved.
3) Systems buying involves complex bidding and contracting between businesses.
4) Multiple individuals and groups make up internal buying centers that must be understood.
5) Satisfying key buying influencers through communication is important for companies.
6) The buying process occurs in distinct phases that must be navigated.
7) Vertical coordination through trust and teamwork between customers and suppliers creates
Chapter 8-10 - amoroso, wong, co, esteban, lim, oracion
COMPILATION of Chapter 8-10 (Amoroso, Wong, Co, Esteban, Lim, Oracion)
Uploaded June 20, 2015 11:35AM
Top 20 Questions
This document contains sample questions and answers from chapters of Philip Kotler's marketing management textbook. It provides examples of multiple choice questions testing comprehension of key concepts from each chapter, along with explanations of the correct answers. The chapters covered include defining marketing, developing marketing strategies and plans, gathering market information, conducting marketing research, creating customer value and satisfaction, analyzing consumer and business markets, identifying market segments and targets, and crafting brand positioning.
Similar to Chapter 8 presentation (20)
Top 10 learning question for 17 designing and managing integrated marketing -...
Top 10 learning question for 17 designing and managing integrated marketing -...
Chapter 8-10 - amoroso, wong, co, esteban, lim, oracion
Chapter 8-10 - amoroso, wong, co, esteban, lim, oracion
More from jmageneroso
Asuncion, enatsu, generoso, lee hok, reyes kidney zen
1. Kidney Zen is a dialysis center that offers added services like spa treatments, entertainment, and gourmet food alongside dialysis to attract patients who want more than just medical treatment.
2. It will target the niche market of higher income dialysis patients in San Juan, Pasig, and Quezon City through premium packages and by being the only center that offers these extra services.
3. Kidney Zen's marketing plan involves positioning itself as a higher-end alternative to hospital-based centers through its unique packages and location in Greenhills as it works to gain awareness and attract 100-200 patients.
Generoso your shape fitness evolved
The document outlines a 10 step marketing plan for the video game "Your Shape: Fitness Evolved" for the Xbox 360. The target market is class A, B and C men who are gamers, fitness-oriented and want to work out at home. Competitors include fitness centers and other active gaming consoles. The product fills a gap for those with limited gym time by providing entertainment and fun during home workouts. The marketing mix will include worldwide distribution in game stores, promotional ads, and positioning the niche product towards older teenagers and young adults.
Asuncion, enatsu, generoso, lee hok, reyes kidney zen
1. Kidney Zen is a dialysis center that offers added services like spa treatments, entertainment, and gourmet food alongside dialysis to attract patients who want more than just medical treatment.
2. It will target the niche market of higher income dialysis patients in San Juan, Pasig, and Quezon City who want premium services.
3. Kidney Zen's marketing strategy involves premium packages and pricing benchmarked to top hospitals while promoting through ads, events and word of mouth to position itself as the only center that offers this added level of service outside a hospital setting.
Generoso kidney aid
The 10-step marketing plan proposes opening a hemodialysis center called Kidney Aid that targets wealthy patients in Manila. It will differentiate itself by offering additional comfort services during treatments like massages and pedicures. The plan identifies chronic kidney disease patients as the target market, outlines competitors like hospitals and standalone centers, and establishes a service niche with pampering. Key elements of the marketing mix include operating in Greenhills, pricing competitively with top hospitals, and promoting through TV, magazines and sponsorships. The winning strategy is to be the only center focusing on both medical care and patients' comfort lifestyles.
Generoso, learnings and contributions
- The document discusses the author's experience as part of the finance and sponsorship committee for their medical school marketing forum project called Boost++.
- They had to make many sacrifices like losing sleep and dealing with stress to prepare for the forum while also completing their medical rotations.
- The author struggled to obtain sponsors despite their best efforts. Other groups had to help their group obtain sponsors.
- This experience taught the author about humility, knowing their limitations, and relying on others for help.
Generoso, 20 year marketing plan revised
Martin Generoso outlines his 20-year marketing plan to become a neurosurgeon who helps others. His vision is to understand himself through reflection and master the human brain to help those in need. Over the next 20 years, he aims to earn a master's degree, be a good role model and student, and provide guidance to others. He is influenced by movies about realizing human potential and serving others. His goals for 2025 are to be a happily married neurosurgeon, run a neurosurgery center, teach, and conduct medical missions. He will promote his practice through word-of-mouth, lectures, and international training. Measuring his success includes increasing patients, establishing his center, being seen as a
Generoso, 20 year marketing plan
Martin Generoso outlines his 20-year marketing plan to become a neurosurgeon who helps others. His vision is to understand himself through reflection so he can master the human brain and help those in need. Over 20 years, his goals are to earn a master's degree, serve as a loving son and role model, become a dedicated student, and be a guiding light for others. He is inspired by movies about helping others and serving a greater purpose. His plan is to become a happily married neurosurgeon running a neuroscience center while teaching and doing medical missions.
More from jmageneroso (7)
Asuncion, enatsu, generoso, lee hok, reyes kidney zen
Asuncion, enatsu, generoso, lee hok, reyes kidney zen
Asuncion, enatsu, generoso, lee hok, reyes kidney zen
Asuncion, enatsu, generoso, lee hok, reyes kidney zen
Chapter 8 presentation
- 1. Chapter 8: Identifying Market Segments and Targets Jesus Martin A. Generoso, Jr. Ateneo School of Medicine and Public Health May 12, 2010 Top 10 Concepts Source: Kotler, P.. Marketing Management. 13th ed.
- 22. Concept 9: Segmenting, Evaluating, and Selecting Market Segments Source: Kotler, P.. Marketing Management. 13th ed. Single-segment concentration P1 P2 P3 M1 M2 M3 Selective specialization M1 M2 M3 P1 P2 P3 Product specialization M1 M2 M3 P1 P2 P3 M1 M2 M3 Full market coverage P1 P2 P3 Market specialization M1 M2 M3 P1 P2 P3
- 26. Chapter 8: Identifying Market Segments and Targets Jesus Martin A. Generoso, Jr. Ateneo School of Medicine and Public Health May 12, 2010 Top 10 Concepts Source: Kotler, P.. Marketing Management. 13th ed.