This document discusses market segmentation and targeting. It defines market segmentation as dividing a market into distinct groups based on characteristics like needs, preferences, behaviors or attributes. There are four levels of segmentation from broad segments to niches to local areas to individuals. Effective segmentation requires identifying distinct customer groups, selecting target segments, and establishing unique benefits. The document outlines different bases for segmentation like demographics, psychographics, behaviors and provides several examples of segmentation models and frameworks.
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
Analyzing Business Markets
What is Organizational Buying?
Top Business Marketing Challenges
Characteristics of Business Markets
Buying Situation
Participants in Business Buying ProcessThe Buying Center
Supplier SearchForms of Electronic Marketplaces
Methods for Researching Customer Value
Establishing Corporate Trust and Credibility
Factors Affecting Buyer-Supplier Relationships
What is Opportunism?
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
Analyzing Business Markets
What is Organizational Buying?
Top Business Marketing Challenges
Characteristics of Business Markets
Buying Situation
Participants in Business Buying ProcessThe Buying Center
Supplier SearchForms of Electronic Marketplaces
Methods for Researching Customer Value
Establishing Corporate Trust and Credibility
Factors Affecting Buyer-Supplier Relationships
What is Opportunism?
Analyzing Consumer Markets
What Influences Consumer Behavior?
What is Culture?
Subcultures
Fast Facts About American Culture
Social Classes
Characteristics of Social Classes
Reference Groups
Roles and Status
Personal Factors
The Family Life Cycle
Lifestyle Influences
Model of Consumer Behavior
Motivation
Maslow’s Hierarchy of Needs
Consumer Buying Process
Problem Recognition
Communication and Consumer Behavior
Basic Communication Model
The Message Initiator (source)
The Credibility and Dynamics of Informal Source and WOM
Sleeper Effect / source amnesia
The Target Audience (receivers)
Targeting Consumers Through New Media
Designing Persuasive Communications
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Audience participation
Celebrities
message
framing
comparative advertising
Insightful marketing decisions comes from Collecting Information & Forecasting Demand - Chapter 3 of Marketing Management by Philip Kotler and Kevin Lane Keller
Analyzing Consumer Markets
What Influences Consumer Behavior?
What is Culture?
Subcultures
Fast Facts About American Culture
Social Classes
Characteristics of Social Classes
Reference Groups
Roles and Status
Personal Factors
The Family Life Cycle
Lifestyle Influences
Model of Consumer Behavior
Motivation
Maslow’s Hierarchy of Needs
Consumer Buying Process
Problem Recognition
Communication and Consumer Behavior
Basic Communication Model
The Message Initiator (source)
The Credibility and Dynamics of Informal Source and WOM
Sleeper Effect / source amnesia
The Target Audience (receivers)
Targeting Consumers Through New Media
Designing Persuasive Communications
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Audience participation
Celebrities
message
framing
comparative advertising
Insightful marketing decisions comes from Collecting Information & Forecasting Demand - Chapter 3 of Marketing Management by Philip Kotler and Kevin Lane Keller
The presentation gives some idea for the persons who are new to the "Marketing Research Process". It explains the entire process that is being processed in this Marketing Research Process.
This was a presentation I gave in my marketing class in Presidio Graduate School. It was on several chapter 10 concepts from Kottler and Keller's book, "Marketing Management". This presentation was created by Ian Bevan and it covers product differentiation and the product life cycle concept
This presentation gives a clear definition of what is segmentation. Various examples have been taken to provide a better understanding of Segmentation with particular reference to financial services and products.
Internet threats are difficult to defend.
Malware defensive tools use more of ‘Botnets’
Fighting malware is asymmetric,favouring attackers.
P2P botnets are used as its more resilent
Using re-engineering existing malware, defenders can build antidotes to eradicate spreading functions.
Antidote can be used to monitor on-site activity of the malwares.
Malware families such as Hlux, Sality, Zeus would be most effective approach.
Green Supply Chain in Automobile Industry
Green SCM v/s Conventional
Life Cycle Thinking
BENEFITS OF GREEN SCM
Pollution Prevention Hierarchy
Green Back-end Supply Chain of Maruti India
Green Procurement Guidelines Tier 1
Barriers to implement GSCM in Indian Automobile industry
Comparison of Lean Manufacturing with GSCM
A Not-for-Profit Medical Research Center
Project Objective
Project Assumptions
Technical requirements
Activities to Complete
Project Timelines
Project Priority Matrix
Work Breakdown Structure
Responsibility matrix
Plans are only good intentions, unless they immediately degenerate into Hard work
Scheduling
Routing
Prioritizing
Dispatching
What is Scheduling ?
Forward Scheduling
Backward Scheduling
Finite LOADING
infinite loading
Schedule Gantt Chart
Line balancing
GOAL AND OBJECTIVE
LINE BALANCING PROCEDURE
Strategies and Costs
as early as possible
as last as possible
Purchasing Management
Principles of Purchasing Management OR (8 R'S)
Functions of Purchasing Management
Negotiating
Value Engineering
VALUE ANALYSIS
Receive Purchase Request
Supplier selection
Payment Authorization
Market research and Information
Selection of Source
Determination of Price and Availability
Follow Up
Production Planning and Control
Objective of PPC
Classification/Functions of PPC
Levels of PPC
Factors determining Production Planning Procedures
Production Planning System
Factors Determining PC procedures
Material Resource Planning (MRP)
Objectives of MRP
Fundamental concepts of MRP
Functions of MRP
Inputs to MRP
Master production schedule(MPS)
Bill of Materials (BOM)
Inventory Status File
MRP outputs
Learning Curve
Negotiating
Material Handling
Objectives of Materials Handling
Material Handling Principles
Storage Equipment
Belt Conveyor
Store Management
Objectives of store
Spare Part Management
Classification of Spare parts for stocking policy Analysis
Codification
Objectives of Codification
Standardization
Advantages of Standardization
Inventory Management
Use of Inventory
Types of Costs
ABC Analysis
VED Analysis
Economic Order Quantity (EOQ)
Types of Inventory Management System
Assumptions of EOQ
Basic Fixed Order Quantity Model (EOQ)
EOQ Curve
ABC and VED Classification
Function / Use of Inventory
Book review
It Happened in India
KISHORE BIYANI
Future Retail ,
Future Capital,
Future Brands,
Future Logistics,
Future Media.
Made in India
*REWRITE RULES, RETAIN VALUES*
Built from scratch
Nokia
Microsoft
Success
Failure
Merger
Nokia : History
Nokia Introduction
WHEN DID NOKIA ENTER INDIA?
EARLY STAGES OF SMARTPHONE IN INDIA
ANDROID ENTERS INDIA
Range Of Products
SWOT ANALYSIS of Nokia
Decline of NOKIA
What was wrong in the company’s reaction?
Wrong decisions
What did Stephen Elop do wrong?
The Consumer
Research Process
The Importance of the Consumer
Research Process
Largely Influenced by Psychology, sociology, and anthropology
Developing Research Objectives
Secondary Data
Designing Primary research
Qualitative Collection Method
Depth Interview
Market segmentation
What Is Market Segmentation?
Bases for Segmentation
Geographic
Demographic
Psychological
Psychographic
Sociocultural
Criteria for Effective Targeting of Segments
Implementing Segmentation Strategies
Family Life Cycle Advertising
Use-Related Segmentation
Criteria for Effective Targeting of Market Segments
Implementing Segmentation Strategies
Targeting
Psychographic Segmentation
Plant Layout
Facility Layout Planning
Product Layout
Process Layout
Fixed position layout
Cellular layout
Factors affecting location plant
Merit and Demerits
Plant Layout Principles
An Assembly line
U shaped assembly line
Assembly line balancing
Cellular layout and Group Technology
Facility Location Planning
What is facility location ?
Operations Strategies for Multiple Facilities
Factors affecting Facility Location Planning
Dimensional Analysis
Brown and Gibson Model for Site location
Locating Foreign Operations Facilities
Production and Operations Management
Product Vs Service
Concept of Production and OM
Functions /Scope of POM
Operation Strategy
Transformation Process
Product Design & Product Process
History of POM
Issues in POM
Setting Product Strategy
What is a Product?
Components of the Market Offering
Durability and Tangibility
Use
Consumer Goods Classification
The Product Hierarchy (using life insurance example)
Product Systems and Mixes
Product Line Analysis
Packaging , labeling warranties
Packaging Objectives
Functions of Labels
Conducting Marketing Research
What is Marketing Research?
Types of Marketing Research Firms
The Marketing Research Process
Marketing Research Process
Characteristics of Good Marketing Research
What is Marketing-Mix Modeling?
Marketing Dashboards
Chapter 3 Gathering Information and Scanning the EnvironmentNishant Agrawal
Gathering Information and Scanning the Environment
Marketing Information System
Internal Records
Marketing Intelligence
Secondary Commercial Data Sources
Collecting Marketing Intelligence on internet
Analyzing the Microenvironment Needs and Trends
Economic Environment
Chapter 4 Creating Customer Value, Satisfaction, and LoyaltyNishant Agrawal
Creating Customer Value, Satisfaction, and Loyalty
Organizational Charts
What is Customer Perceived Value?
Determinants of Customer Perceived Value
Steps in a Customer Value Analysis
Measuring Satisfaction
What is Quality?
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
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Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
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Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
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Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
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2. Chapter Questions
• What are the different levels of market
segmentation?
• How can a company divide a market
into segments?
• How should a company choose the
most attractive target markets?
• What are the requirements for effective
segmentation?
3. Effective Targeting Requires…
• Identify and profile distinct groups of
buyers who differ in their needs and
preferences
• Select one or more market segments to
enter
• Establish and communicate the
distinctive benefits of the market
offering
4. Four levels of Micromarketing
• Segments
• Niches
• Local areas
• Individuals
5. What is a Market Segment?
A market segment consists of a
group of customers who share a
similar set of needs and wants.
6. Flexible Marketing Offerings
• Naked solution:
Product and service
elements that all
segment members
value
• Discretionary
options: Some
segment members
value options but
not all
7. Preference Segments
• Homogeneous preferences exist
when consumers want the same things
• Diffused preferences exist when
consumers want very different things
• Clustered preferences reveal natural
segments from groups with shared
preferences
8. The Long Tail
• Chris Anderson explains the long tail
equation:
• The lower the cost of distribution, the more
you can economically offer without having
to predict demand;
• The more you can offer, the greater the
chance that you will be able to tap latent
demand for minority tastes; and
• Aggregate enough minority taste, and you
may find a new market.
9. What is Customerization?
Customerization combines
operationally driven mass
customization with customized
marketing in a way that empowers
consumers to design the product and
service offering of their choice.
13. Behavioral Segmentation
Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• User
Behavioral Variables
• Occasions
• Benefits
• User Status
• Usage Rate
• Buyer-Readiness
• Loyalty Status
• Attitude
14. The Brand Funnel Illustrates
Variations in the
Buyer-Readiness Stage
• Aware
• Ever tried
• Recent trial
• Occasional user
• Regular user
• Most often used