This document is a presentation submitted to the Ateneo Graduate School of Business on identifying market segments and targets. It discusses the different levels of market segmentation from mass markets to niche markets. It also covers the bases for segmenting customer markets, such as geographic, demographic, psychographic, and behavioral factors. The presentation emphasizes choosing target markets by evaluating segments based on measurability, substantiality, accessibility, and how actionable they are for a company.
Segmentation is a key challenge for marketers that can increase commercial effectiveness and efficiency. While many companies primarily use basic segmentation methods like firmographics, segmentation aims to identify and quantify customer segments with similar profiles, needs, behaviors and expectations to develop tailored value propositions and go-to-market strategies. There are four main segmentation methods - firmographic, needs-based, usage-based, and value-based - that can be used together based on specific business objectives like sales, marketing, finance, and organization. Benefits of segmentation include higher efficiency and effectiveness of initiatives, enhanced marketing focus and optimal budget allocation.
Super valu dr pepper customer segmentationbksigler
This document discusses strategies for developing customer relationships by understanding shopper behavior. It recommends segmenting customers based on demographics, shopping habits, and brand preferences. Key strategies include developing customized marketing plans for each segment, focusing on both short-term sales initiatives and long-term initiatives to build customer loyalty over time. The goal is to work closely with customers to better meet shopper needs and drive profitable volume.
This document provides an overview of shopper missions in the UK food and grocery market, defining different types of missions like main shops, top-up shops, and meals for tonight. It examines key aspects of each mission such as typical spend, preferred channels, and differences in planning. The report utilizes a framework of shopper missions to analyze consumer behavior and provide insight into targeting shoppers at different stages of the purchasing process.
This document discusses business modeling and its importance. It contains the following key points in 3 sentences:
1) Business modeling creates a business "mindset" from the start, ensures consistency across teams, and keeps a customer focus. 2) The document analyzes the terms "business" and "model" and provides definitions. 3) It discusses identifying the most valuable customers to organize around, determining what unique value is offered to customers, and how that value is delivered.
ECR Europe Forum '08. Shopper is a kingguest457a0c1
1. Shopper marketing is seen as an increasingly important area for investment and competitive advantage by manufacturers, retailers, and consumers.
2. While there is enthusiasm for shopper marketing, effectively implementing shopper strategies remains a challenge due to the complexity of influencing shoppers in-store.
3. Future directions for shopper marketing include better integrating insights across the value chain, engaging shoppers through innovative in-store solutions, and aligning shopper strategies with broader marketing efforts.
1) Companies should segment markets to identify groups of customers with similar needs and buying behaviors. This allows companies to develop tailored products, pricing, and marketing strategies for each segment.
2) Key criteria for evaluating market segments include whether they are measurable, substantial, accessible, differentiable, and actionable. Effective segments respond differently to marketing strategies.
3) Companies can segment consumer and business markets based on geographic, demographic, psychographic, behavioral, situational, and personal characteristics. The goal is to identify segments that the company is well-suited to target.
4) Rather than targeting all segments, companies typically select a few target segments to focus their marketing efforts on through strategies like single segment concentration, selective special
Segmentation is a key challenge for marketers that can increase commercial effectiveness and efficiency. While many companies primarily use basic segmentation methods like firmographics, segmentation aims to identify and quantify customer segments with similar profiles, needs, behaviors and expectations to develop tailored value propositions and go-to-market strategies. There are four main segmentation methods - firmographic, needs-based, usage-based, and value-based - that can be used together based on specific business objectives like sales, marketing, finance, and organization. Benefits of segmentation include higher efficiency and effectiveness of initiatives, enhanced marketing focus and optimal budget allocation.
Super valu dr pepper customer segmentationbksigler
This document discusses strategies for developing customer relationships by understanding shopper behavior. It recommends segmenting customers based on demographics, shopping habits, and brand preferences. Key strategies include developing customized marketing plans for each segment, focusing on both short-term sales initiatives and long-term initiatives to build customer loyalty over time. The goal is to work closely with customers to better meet shopper needs and drive profitable volume.
This document provides an overview of shopper missions in the UK food and grocery market, defining different types of missions like main shops, top-up shops, and meals for tonight. It examines key aspects of each mission such as typical spend, preferred channels, and differences in planning. The report utilizes a framework of shopper missions to analyze consumer behavior and provide insight into targeting shoppers at different stages of the purchasing process.
This document discusses business modeling and its importance. It contains the following key points in 3 sentences:
1) Business modeling creates a business "mindset" from the start, ensures consistency across teams, and keeps a customer focus. 2) The document analyzes the terms "business" and "model" and provides definitions. 3) It discusses identifying the most valuable customers to organize around, determining what unique value is offered to customers, and how that value is delivered.
ECR Europe Forum '08. Shopper is a kingguest457a0c1
1. Shopper marketing is seen as an increasingly important area for investment and competitive advantage by manufacturers, retailers, and consumers.
2. While there is enthusiasm for shopper marketing, effectively implementing shopper strategies remains a challenge due to the complexity of influencing shoppers in-store.
3. Future directions for shopper marketing include better integrating insights across the value chain, engaging shoppers through innovative in-store solutions, and aligning shopper strategies with broader marketing efforts.
1) Companies should segment markets to identify groups of customers with similar needs and buying behaviors. This allows companies to develop tailored products, pricing, and marketing strategies for each segment.
2) Key criteria for evaluating market segments include whether they are measurable, substantial, accessible, differentiable, and actionable. Effective segments respond differently to marketing strategies.
3) Companies can segment consumer and business markets based on geographic, demographic, psychographic, behavioral, situational, and personal characteristics. The goal is to identify segments that the company is well-suited to target.
4) Rather than targeting all segments, companies typically select a few target segments to focus their marketing efforts on through strategies like single segment concentration, selective special
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against developing mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
The document discusses market segmentation, which is the process of dividing a total market into groups of customers with similar needs and wants. The purpose is to design tailored marketing mixes for each segment. There are different patterns of consumer preferences and levels of segmentation from broad to more niche. Key steps involve segmenting the market based on geographic, demographic, psychographic and behavioral factors, then evaluating and selecting target segments based on their size, growth, attractiveness and fit with company objectives and resources. Positioning involves designing an offering and image to occupy a distinctive place in the target segment's mind through a value proposition and unique benefits.
This document discusses market segmentation and target market selection. It covers identifying distinct customer groups, evaluating segments to select target markets, and developing positioning strategies for each target. Key points include:
- Market segmentation involves identifying customer segments, selecting target segments, and establishing benefits to position the offering for each target.
- Segments can be defined based on customer characteristics like demographics, preferences, behaviors, needs.
- Target markets are evaluated on criteria like growth potential, profitability, competitiveness to select the most attractive segments.
- Effective segmentation results in segments that are measurable, substantial, accessible, differentiable and actionable.
1. The document discusses identifying market segments and selecting target markets.
2. It outlines the steps in market segmentation, targeting, and positioning which include identifying segmentation variables, developing segment profiles, evaluating segment attractiveness, and selecting target segments.
3. The document provides examples of bases for segmenting consumer and business markets such as demographics, behaviors, and psychographics.
This document provides a positioning map for cosmetic products. It maps products based on their utility/performance and price point, positioning some products as premium with both high utility and performance but also higher prices, while others are positioned as more pocket friendly with lower prices but also potentially lower utility and performance.
The document discusses market segmentation and target selection. It defines different levels of segmentation from mass to niche marketing. Key criteria for segmenting consumers include geographic, demographic, psychographic, and behavioral factors. When selecting target markets, segments should be measurable, substantial, accessible, differentiable, and actionable. Companies can employ strategies like single segment concentration, selective specialization, market specialization, or full market coverage. Effective segmentation involves clustering heterogeneous customers into homogeneous subgroups and developing segment-to-segment plans tailored for specific products.
McDonald's is the world's largest fast food chain with over 36,000 locations in 119 countries. It serves nearly 70 million customers daily. The company started in 1940 as a barbecue restaurant in California. McDonald's focuses on franchising, with over 80% of locations owned by franchisees. This allows McDonald's to focus on operations and marketing. While facing some challenges around health concerns and competition, McDonald's continues to use strategies like globally adapted menus, partnerships, and targeting of children to maintain its dominant market position in the fast food industry.
This document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing the total market into homogeneous groups. There are several bases for segmenting markets, including geographic, demographic, psychographic, and behavioral variables. The advantages of segmentation include designing tailored marketing mixes for each segment. Effective segmentation requires segments to be measurable, substantial, accessible, differential, and actionable. Targeting involves evaluating segment attractiveness and selecting segments to target. Positioning is designing a company's offering and image to occupy a distinctive place in consumers' minds relative to competitors.
Identifying Market Segments and Selecting Target MarketsSumit Pradhan
This document discusses market segmentation and target marketing. It explains that companies identify distinct customer groups, select one or more segments to target, and position their product to appeal to the target segment. The document outlines various ways to segment markets, such as by geography, demographics, psychographics, and behavior. It also discusses criteria for evaluating segment attractiveness and different strategies for selecting target markets, such as concentrating on a single segment or pursuing multiple segments.
Designing and Managing Integrated Marketing CommunicationsSumit Pradhan
The document discusses the major steps in developing an effective integrated marketing communications program, including identifying the target audience, determining communication objectives, designing messages, selecting communication channels, establishing a budget, and selecting an appropriate marketing communications mix. It also covers developing advertising programs, sales promotion, public relations, direct marketing, and personal selling as tools in an integrated marketing communications strategy.
Analysis of Baskin-Robbins using the Marketing Mix (4 Ps)carbonacal
Baskin-Robbins was formed in 1945 by brothers-in-law Burton Baskin and Irvine Robbins. It grew to a chain of 6 stores that year and expanded franchising to 40 stores by 1949. Today it has over 8,000 outlets globally including 86 stores in Malaysia. The Malaysian franchise aims to maximize profits and customer loyalty. Baskin-Robbins segments its market towards wealthy middle-to-upper class adults aged 30 and over, often with young children. It promotes its ice cream, sundaes, and cakes through above-the-line advertising and below-the-line promotions like monthly discounts and redemption points. Stores are strategically located for visibility and direct distribution without intermedi
The document provides background information on McDonald's history and operations. It discusses:
1) McDonald's began in 1940 as a hot dog stand owned by the McDonald brothers in California. They realized hamburgers were more profitable and changed their business model.
2) McDonald's now has over 3,200 restaurants in 119 countries, employing 447,000 people globally. Most restaurants are franchised.
3) The document analyzes McDonald's using frameworks like SWOT, PESTLE and strategies. It recommends McDonald's focus on healthier options, locally-focused menus, and increasing their presence in growing Asian markets.
Vision of Ray Croc for McDonald's. McDonald's current position in international market. SWOT analysis for McDonald's. PESTEL analysis for McDonald's. Porter's Five forces of market. Conclusion. McDonald's customer satisfaction approach of business. King of international fast food chain.
The document discusses different types of market segmentation. It defines market segmentation as breaking buyers into internally similar but externally different groups. There are four main bases for segmentation: geographic, demographic, psychographic, and behavioral. Demographic segmentation divides the market based on variables like age, gender, income, occupation, and household size. Psychographic segmentation uses psychological attributes, lifestyles, and attitudes to develop behavioral profiles of customers. Behavioral segmentation focuses on factors like usage occasions, benefits sought, and brand loyalty.
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.
The document discusses market segmentation strategies. It defines segmentation as dividing a market into distinct subsets of customers with similar characteristics. There are four main types of segmentation: geographic, demographic, psychographic, and behavioral. The key aspects are identifying customer groups, evaluating their attractiveness, and isolating target segments to improve resource allocation and identify less satisfied groups. Positioning and differentiation are also discussed to establish a unique image in customers' minds.
Segmentation involves classifying customers into groups that share common characteristics. Effective segmentation requires groups be measurable, accessible, substantial, have differential responses to marketing, and be actionable through designed programs. Common bases for segmenting consumer markets include geographic, demographic, psychographic, and behavioral factors. Targeting involves selecting the right market segments to target based on factors like size, growth potential, and company objectives/resources. Approaches to targeting include undifferentiated, differentiated, concentrated, micro, local, and individual marketing. Positioning involves arranging for a product to occupy a clear, distinctive, and desirable place in consumers' minds relative to competitors.
There are four basic types of opportunities for organizations: market penetration, market development, product development, and diversification. Marketing strategy involves market segmentation, targeting, positioning, and developing the right marketing mix. Segmentation involves dividing the market into distinct groups based on characteristics and behaviors. Targeting selects which segments to focus on. Positioning determines how the product is viewed relative to competitors. The marketing mix consists of the product, price, place, and promotion tools used to appeal to the target market.
The document discusses various concepts related to market segmentation, targeting, positioning, and differentiation. It begins by defining market segmentation as the process of dividing the heterogeneous market into homogeneous subgroups. It then discusses the benefits and implementation of market segmentation. The document also covers topics like mass marketing vs micro marketing, levels of segmentation, bases for segmenting consumer and business markets, and market segmentation in various industries. It discusses the concepts of targeting, positioning, differentiation strategies and their application to products and services.
This document provides an overview of market segmentation. It defines market segmentation as breaking down potential buyers into homogeneous groups. The benefits of segmentation include identifying new product opportunities, designing effective marketing programs for groups, and improving resource allocation. Different customers have different needs, so segmentation allows targeting specific groups rather than treating all customers the same. Segments must be measurable, accessible, have unique needs, be large enough to target, and be relatively stable over time. Common bases for consumer segmentation include geographic, demographic, psychographic, and behavioral factors.
The document discusses the STP process of market segmentation, targeting, and positioning. It defines segmentation as classifying customers into groups, targeting as evaluating segment attractiveness and selecting segments, and positioning as arranging a product to occupy a clear place in the consumer's mind. The document then provides details on how to conduct segmentation, targeting, and positioning including identifying bases for segmentation, developing selection criteria, and choosing a market coverage strategy.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against developing mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
The document discusses market segmentation, which is the process of dividing a total market into groups of customers with similar needs and wants. The purpose is to design tailored marketing mixes for each segment. There are different patterns of consumer preferences and levels of segmentation from broad to more niche. Key steps involve segmenting the market based on geographic, demographic, psychographic and behavioral factors, then evaluating and selecting target segments based on their size, growth, attractiveness and fit with company objectives and resources. Positioning involves designing an offering and image to occupy a distinctive place in the target segment's mind through a value proposition and unique benefits.
This document discusses market segmentation and target market selection. It covers identifying distinct customer groups, evaluating segments to select target markets, and developing positioning strategies for each target. Key points include:
- Market segmentation involves identifying customer segments, selecting target segments, and establishing benefits to position the offering for each target.
- Segments can be defined based on customer characteristics like demographics, preferences, behaviors, needs.
- Target markets are evaluated on criteria like growth potential, profitability, competitiveness to select the most attractive segments.
- Effective segmentation results in segments that are measurable, substantial, accessible, differentiable and actionable.
1. The document discusses identifying market segments and selecting target markets.
2. It outlines the steps in market segmentation, targeting, and positioning which include identifying segmentation variables, developing segment profiles, evaluating segment attractiveness, and selecting target segments.
3. The document provides examples of bases for segmenting consumer and business markets such as demographics, behaviors, and psychographics.
This document provides a positioning map for cosmetic products. It maps products based on their utility/performance and price point, positioning some products as premium with both high utility and performance but also higher prices, while others are positioned as more pocket friendly with lower prices but also potentially lower utility and performance.
The document discusses market segmentation and target selection. It defines different levels of segmentation from mass to niche marketing. Key criteria for segmenting consumers include geographic, demographic, psychographic, and behavioral factors. When selecting target markets, segments should be measurable, substantial, accessible, differentiable, and actionable. Companies can employ strategies like single segment concentration, selective specialization, market specialization, or full market coverage. Effective segmentation involves clustering heterogeneous customers into homogeneous subgroups and developing segment-to-segment plans tailored for specific products.
McDonald's is the world's largest fast food chain with over 36,000 locations in 119 countries. It serves nearly 70 million customers daily. The company started in 1940 as a barbecue restaurant in California. McDonald's focuses on franchising, with over 80% of locations owned by franchisees. This allows McDonald's to focus on operations and marketing. While facing some challenges around health concerns and competition, McDonald's continues to use strategies like globally adapted menus, partnerships, and targeting of children to maintain its dominant market position in the fast food industry.
This document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing the total market into homogeneous groups. There are several bases for segmenting markets, including geographic, demographic, psychographic, and behavioral variables. The advantages of segmentation include designing tailored marketing mixes for each segment. Effective segmentation requires segments to be measurable, substantial, accessible, differential, and actionable. Targeting involves evaluating segment attractiveness and selecting segments to target. Positioning is designing a company's offering and image to occupy a distinctive place in consumers' minds relative to competitors.
Identifying Market Segments and Selecting Target MarketsSumit Pradhan
This document discusses market segmentation and target marketing. It explains that companies identify distinct customer groups, select one or more segments to target, and position their product to appeal to the target segment. The document outlines various ways to segment markets, such as by geography, demographics, psychographics, and behavior. It also discusses criteria for evaluating segment attractiveness and different strategies for selecting target markets, such as concentrating on a single segment or pursuing multiple segments.
Designing and Managing Integrated Marketing CommunicationsSumit Pradhan
The document discusses the major steps in developing an effective integrated marketing communications program, including identifying the target audience, determining communication objectives, designing messages, selecting communication channels, establishing a budget, and selecting an appropriate marketing communications mix. It also covers developing advertising programs, sales promotion, public relations, direct marketing, and personal selling as tools in an integrated marketing communications strategy.
Analysis of Baskin-Robbins using the Marketing Mix (4 Ps)carbonacal
Baskin-Robbins was formed in 1945 by brothers-in-law Burton Baskin and Irvine Robbins. It grew to a chain of 6 stores that year and expanded franchising to 40 stores by 1949. Today it has over 8,000 outlets globally including 86 stores in Malaysia. The Malaysian franchise aims to maximize profits and customer loyalty. Baskin-Robbins segments its market towards wealthy middle-to-upper class adults aged 30 and over, often with young children. It promotes its ice cream, sundaes, and cakes through above-the-line advertising and below-the-line promotions like monthly discounts and redemption points. Stores are strategically located for visibility and direct distribution without intermedi
The document provides background information on McDonald's history and operations. It discusses:
1) McDonald's began in 1940 as a hot dog stand owned by the McDonald brothers in California. They realized hamburgers were more profitable and changed their business model.
2) McDonald's now has over 3,200 restaurants in 119 countries, employing 447,000 people globally. Most restaurants are franchised.
3) The document analyzes McDonald's using frameworks like SWOT, PESTLE and strategies. It recommends McDonald's focus on healthier options, locally-focused menus, and increasing their presence in growing Asian markets.
Vision of Ray Croc for McDonald's. McDonald's current position in international market. SWOT analysis for McDonald's. PESTEL analysis for McDonald's. Porter's Five forces of market. Conclusion. McDonald's customer satisfaction approach of business. King of international fast food chain.
The document discusses different types of market segmentation. It defines market segmentation as breaking buyers into internally similar but externally different groups. There are four main bases for segmentation: geographic, demographic, psychographic, and behavioral. Demographic segmentation divides the market based on variables like age, gender, income, occupation, and household size. Psychographic segmentation uses psychological attributes, lifestyles, and attitudes to develop behavioral profiles of customers. Behavioral segmentation focuses on factors like usage occasions, benefits sought, and brand loyalty.
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.
The document discusses market segmentation strategies. It defines segmentation as dividing a market into distinct subsets of customers with similar characteristics. There are four main types of segmentation: geographic, demographic, psychographic, and behavioral. The key aspects are identifying customer groups, evaluating their attractiveness, and isolating target segments to improve resource allocation and identify less satisfied groups. Positioning and differentiation are also discussed to establish a unique image in customers' minds.
Segmentation involves classifying customers into groups that share common characteristics. Effective segmentation requires groups be measurable, accessible, substantial, have differential responses to marketing, and be actionable through designed programs. Common bases for segmenting consumer markets include geographic, demographic, psychographic, and behavioral factors. Targeting involves selecting the right market segments to target based on factors like size, growth potential, and company objectives/resources. Approaches to targeting include undifferentiated, differentiated, concentrated, micro, local, and individual marketing. Positioning involves arranging for a product to occupy a clear, distinctive, and desirable place in consumers' minds relative to competitors.
There are four basic types of opportunities for organizations: market penetration, market development, product development, and diversification. Marketing strategy involves market segmentation, targeting, positioning, and developing the right marketing mix. Segmentation involves dividing the market into distinct groups based on characteristics and behaviors. Targeting selects which segments to focus on. Positioning determines how the product is viewed relative to competitors. The marketing mix consists of the product, price, place, and promotion tools used to appeal to the target market.
The document discusses various concepts related to market segmentation, targeting, positioning, and differentiation. It begins by defining market segmentation as the process of dividing the heterogeneous market into homogeneous subgroups. It then discusses the benefits and implementation of market segmentation. The document also covers topics like mass marketing vs micro marketing, levels of segmentation, bases for segmenting consumer and business markets, and market segmentation in various industries. It discusses the concepts of targeting, positioning, differentiation strategies and their application to products and services.
This document provides an overview of market segmentation. It defines market segmentation as breaking down potential buyers into homogeneous groups. The benefits of segmentation include identifying new product opportunities, designing effective marketing programs for groups, and improving resource allocation. Different customers have different needs, so segmentation allows targeting specific groups rather than treating all customers the same. Segments must be measurable, accessible, have unique needs, be large enough to target, and be relatively stable over time. Common bases for consumer segmentation include geographic, demographic, psychographic, and behavioral factors.
The document discusses the STP process of market segmentation, targeting, and positioning. It defines segmentation as classifying customers into groups, targeting as evaluating segment attractiveness and selecting segments, and positioning as arranging a product to occupy a clear place in the consumer's mind. The document then provides details on how to conduct segmentation, targeting, and positioning including identifying bases for segmentation, developing selection criteria, and choosing a market coverage strategy.
Market segmentation involves dividing a market into subgroups of customers with similar needs and characteristics. The presentation discusses market segmentation, including its objectives, process, variables used, and targeting and positioning strategies. It provides examples of segmenting based on age group and income level. The key steps in market segmentation are identifying the target market, understanding their needs and expectations, and creating subgroups to develop tailored marketing strategies.
Product positioning. by Md. Shahab Uddin ( Tipu) tipu143143
Market segmentation involves dividing a market into subgroups of customers with similar needs and characteristics. The presentation discusses market segmentation, including its objectives, process, variables used, and targeting and positioning strategies. It provides examples of segmenting based on age group and income level. The key steps in market segmentation are identifying the target market, understanding their needs and expectations, and creating subgroups to develop tailored marketing strategies.
This document discusses market segmentation and targeting. It defines market segmentation as dividing a large market into smaller subgroups with unique needs. The key points are:
1. Markets can be segmented by geography, demographics, psychographics, and behaviors.
2. Choosing target markets allows companies to better meet customer needs and allocate resources efficiently.
3. Common targeting strategies are undifferentiated, where one product is marketed to all, concentrated, where one segment is targeted, and multisegment, where multiple segments are targeted.
The document discusses market segmentation and brand positioning. It defines market segmentation as dividing a market into subsets of customers according to needs and habits. It lists different types of segmentation including geographic, demographic, psychographic, and behavioral. It then provides guidelines for effective market segmentation and the steps to identify target markets and create market segments. The document also defines brand positioning as creating an identity for a product, brand or organization in the minds of customers. It lists the objectives of positioning and provides characteristics and steps for an effective positioning strategy.
The document discusses market segmentation and brand positioning. It defines market segmentation as dividing a market into subsets of customers according to needs and habits. It lists different types of segmentation including geographic, demographic, psychographic, and behavioral. It then provides steps for effective market segmentation and criteria for defining segments. The document also defines brand positioning as creating an image or identity in the minds of customers. It lists objectives of positioning and criteria for an effective positioning strategy, along with steps to develop a positioning strategy.
The document discusses market segmentation and brand positioning. It defines market segmentation as dividing a market into subsets of customers according to needs and habits. It lists different types of segmentation including geographic, demographic, psychographic, and behavioral. It then provides steps for effective market segmentation and criteria for defining segments. The document also defines brand positioning as creating an image or identity in the minds of customers. It lists objectives of positioning and criteria for an effective positioning strategy, along with steps to develop a positioning strategy.
1. Industrial marketing involves marketing products and services to business organizations like manufacturers, hospitals, and distributors. It focuses on identifying and satisfying the needs of commercial customers rather than individual consumers.
2. Key differences between industrial and consumer marketing include industrial markets being more geographically concentrated with fewer but more involved buyers, a focus on technical performance and customized products over standardized goods, and importance placed on services and availability.
3. Industrial marketing also involves more direct channels, personal selling over mass advertising, and negotiated pricing through competitive bidding rather than fixed retail prices. The goal is to understand customers' functional needs and outperform competitors to achieve corporate objectives.
Market segmentation involves dividing the total market into distinct subgroups that have similar needs and will respond similarly to marketing programs. Effective segmentation requires the market to be heterogeneous, identifiable subgroups, the ability to profitably target segments, and the means to reach segments. Segmentation allows tailoring products and marketing to specific subgroups' needs and helps uncover wants. Common bases for segmentation include geographic, demographic, psychographic, and behavioral variables.
This document discusses different types of market segmentation including geographic, demographic, distribution, media, price, and psychographic segmentation. Psychographic segmentation involves analyzing consumer attitudes, values, and behaviors to group them into market segments. Verbatim comments from consumers are used to develop lifestyle statements to measure agreement/disagreement and identify key segments. Common mistakes include segmenting too small a group, creating too many segments, targeting all segments, confusing results, and overlooking basic data.
This document discusses marketing strategy, specifically segmentation, targeting, and positioning. It defines each concept and provides details on how to implement them. Segmentation involves dividing the market into distinct groups based on variables like geography, demographics, psychographics, and behavior. Targeting means selecting specific segments to focus on based on factors like segment size, attractiveness, and fit with company objectives. Positioning is designing the company's offering and image to occupy a distinct place in customers' minds by communicating competitive advantages. The document provides guidance on analyzing segments, choosing target markets, developing positioning strategies, and differentiating products.
Market segmentation involves dividing a large market into smaller sub-groups of customers with distinct needs, preferences, or behaviors. It allows companies to target specific customer segments more effectively. There are several ways to segment markets, including geographically, demographically, psychographically, and based on customer behavior. Key types of segmentation include dividing markets by location, age, income, gender, lifestyle, and purchasing patterns. Understanding customer segments helps companies focus their strategies and allocate resources more efficiently.
This document discusses key concepts related to market segmentation, targeting, and positioning. It defines market segments, target markets, and market segmentation as the process of dividing a total market into internally homogeneous groups. The document outlines the steps in market segmentation including identifying wants, characteristics, size, and satisfaction of groups. It also discusses strategies for target markets, positioning, perceptual maps, and methods for forecasting market demand and sales.
Market segmentation involves dividing a market into subgroups based on characteristics like geography, demographics, psychographics, benefits sought, or behavior. The key benefits of segmentation are that it allows companies to better understand customer needs, focus marketing efforts, and increase effectiveness. Common bases used for segmentation include geography, demographics, psychographics, benefits sought, and behavioral or usage patterns. Effective segmentation provides guidelines for resource allocation and targeted marketing strategies.
The document discusses market segmentation, targeting, and positioning. It covers identifying different customer segments based on variables like demographics, behaviors, and preferences. Marketers evaluate these segments to select the most attractive ones to target. They then develop positioning strategies to create competitive advantage by developing products and messages tailored to meet the specific needs of targeted segments. The goal is to increase long-term success and profits through customer relationship management.
911 aims to teach English to Korean students aged 16-40. It competes with other language schools by offering a friendly environment for students and competitive course fees. 911 promotes its courses through advertisements and offers students the exclusive ability to study directly with teachers. The school employs a marketing strategy of differentiation by focusing on a niche customer base.
The document discusses various marketing concepts tested in questions provided to a student. It includes 7 concepts and their related questions: 1) improving marketing intelligence, 2) segmenting customer markets, 3) sources of competitive information, 4) categories of services, 5) service mix categories, 6) steps to increase quality control, and 7) customer worries. Each concept is presented along with an explanation and related question for the student to answer.
The document contains a review of marketing concepts from the Ateneo Graduate School of Business. It includes 7 concepts relating to marketing intelligence, customer segmentation, competitive intelligence, service characteristics, quality control, customer worries, and advertising program development. Each concept section defines and explains the key terms and ideas within the given topic through examples, lists, and descriptions. There are also 7 multiple choice questions included at the end from a midterm covering topics like market targeting, segmentation variables, segment criteria, service characteristics, and determinants of service quality.
Ch13 designing and managing services shimizuaceworld
This document outlines 10 concepts for designing and managing services. It discusses key sectors and categories of services, characteristics that distinguish services, strategies for matching demand and supply, factors that lead to customer switching behavior, gaps that cause unsuccessful service delivery, determinants of service quality, developing brand strategies, and customer worries like failure frequency, downtime, and out-of-pocket costs. The concepts are presented through outlines and diagrams to explain service industry fundamentals.
Chapter 3 gathering information and scanning the environmen 2 aceworld
The document is a presentation on Chapter 3: Gathering Information and Scanning the Environment from a marketing class. It contains sections on defining a Marketing Information System and its components, improving marketing intelligence, sources of competitive information, and identifying major environmental forces. Specifically, it discusses how a MIS gathers internal records and external data, the importance of training salespeople and networking, and analyzing trends within demographic, economic, socio-cultural, technological, political-legal, and natural environments.
Chapter 3 gathering information and scanning the environment group2aceworld
The document summarizes key concepts from Chapter 3 of a marketing textbook. It discusses the components of a marketing information system, including internal records and marketing intelligence. It also outlines steps to improve marketing intelligence, such as training salespeople and utilizing customer feedback. Additionally, the document identifies six major environmental forces that shape markets: demographic, economic, technological, socio-cultural, natural, and political-legal. It provides examples to illustrate each force.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...Aleksey Savkin
The Strategy Implementation System offers a structured approach to translating stakeholder needs into actionable strategies using high-level and low-level scorecards. It involves stakeholder analysis, strategy decomposition, adoption of strategic frameworks like Balanced Scorecard or OKR, and alignment of goals, initiatives, and KPIs.
Key Components:
- Stakeholder Analysis
- Strategy Decomposition
- Adoption of Business Frameworks
- Goal Setting
- Initiatives and Action Plans
- KPIs and Performance Metrics
- Learning and Adaptation
- Alignment and Cascading of Scorecards
Benefits:
- Systematic strategy formulation and execution.
- Framework flexibility and automation.
- Enhanced alignment and strategic focus across the organization.
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
If You Want To More Information just Contact Now:
Skype: SEOSMMEARTH
Telegram: @seosmmearth
Gmail: seosmmearth@gmail.com
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Final ank Satta Matka Dpbos Final ank Satta Matta Matka 143 Kalyan Matka Guessing Final Matka Final ank Today Matka 420 Satta Batta Satta 143 Kalyan Chart Main Bazar Chart vip Matka Guessing Dpboss 143 Guessing Kalyan night
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
3. OBJECTIVES
Understand the different level of market
segmentation
Have an overview on how can a company divide a
market into segment
Have an understanding on how should a company
choose the most attractive target markets
Have an awareness on the requirements for an
effective segmentation
4. WHAT IS MARKETING?
CREATE COMMUNICATE DELIVER VALUE
SATISFY CUSTOMER’S NEEDS & WANTS BEAT THE COMPETITORS
GAIN PROFIT
5. WHAT IS MASS MARKETING?
One flavor of pizza originally
created for everyone Mass produced to sell to all buyers
Creates higher cost Results to lower profit
11. LEVELS OF MICROMARKETING
Tailored to the needs and wants of local
customer group
Muslim Community Halal Pizza
Local Marketing – Halal Pizza for
our Muslim brothers / sisters
12. BASES FOR SEGMENTING CUSTOMER MARKETS
Geographic
Location
Age & Life Cycle
Life Stage
Gender
Demographic Income
Generation
Social Class
Gender
Personality
Psychographic Trait
Life Style
Values
Life Style
Occasions
Benefits
Behavioral User Status
Usage Rate
Buyer-Readiness
Divorce Loyalty Status
Attitude
14. CHOOSING THE MOST ATTRACTIVE
MARKET
Segment evaluation should be
reviewed considering two factors Company’s
Objective and
Resources
Overall
Attractiveness of
the Segment
Weighing in both factors would help us
create wiser decision for the company.
15. TISSUE DRAWING
Defining the market opportunity
Gap in meeting customer
needs and wants can be
relayed as the market
opportunities
16. TISSUE DRAWING
Determine the total market size
Gap in meeting customer needs and wants
can be relayed as the market opportunities
Pizza signify the market
17. TISSUE DRAWING
Divide the market into segments
Gap in meeting customer needs and wants
can be relayed as the market opportunities
Each portion / division
signifies the segment
18. TISSUE DRAWING
Identify your Target Niche
Gap in meeting customer needs Pizza signify the market
and wants can be relayed as the
market opportunities
The certain portion is
the Niche
19. TISSUE DRAWING
Localized Market
Find your Niche
Gap in meeting customer needs Pizza signify the market
and wants can be relayed as the Per Group
Divide into segment
market opportunities
20. TISSUE DRAWING
Individual Marketing
Find your Niche Local Marketing
Gap in meeting customer needs Pizza signify the market
and wants can be relayed as the
Divide into segment
Customized
market opportunities
21. TISSUE DRAWING
Find your Niche Local Marketing Customized
Gap in meeting customer needs Pizza signify the market
and wants can be relayed as the
Divide into segment
market opportunities
Bases for Segmenting
Geographic Psychological
Demographic
Behavioral
22. TISSUE DRAWING
Find your Niche Local Marketing Customized
Gap in meeting customer needs Pizza signify the market
and wants can be relayed as the
Divide into segment
market opportunities
Basis Criteria in Segmentation
Substantial
Differentiable
Actionable
Accessible
Measurable
23. TISSUE DRAWING
Find your Niche Local Marketing Customized
Gap in meeting customer needs Pizza signify the market
and wants can be relayed as the
market opportunities
Divide into segment
Criteria
Basis
24. TISSUE DRAWING
Find your Niche Local Marketing Customized
Gap in meeting customer needs Pizza signify the market
and wants can be relayed as the
market opportunities
Divide into segment
Criteria
Basis
WEIGH IN THE FACTORS
TO ENSURE EFFECTIVE
SEGMENTATION
25. TISSUE DRAWING
Find your Niche Local Marketing Customized
Gap in meeting customer needs Pizza signify the market
and wants can be relayed as the
market opportunities
Divide into segment
Criteria
Basis
26. Presentation on Chapter 8:
Identifying Market Segments and
Targets
Submitted by: Elainrose Esberto
May 4, 2012
ATENEO GRADUATE SCHOOL OF BUSINESS
27. Presentation on Chapter 8:
Identifying Market Segments and
Targets
Submitted by: Elainrose Esberto
May 4, 2012
28. ATENEO GRADUATE SCHOOL OF BUSINESS
CHAPTER 8:
IDENTIFYING
MARKET SEGMENTS
AND TARGETS
Submitted by:
Volteire R. Caballero
MBA-Standard
May 03, 2011
52. Outline: Market Segments and
Targets
1. Levels of Market Segmentation
2. Four levels of Micromarketing
3. Segmentation
4. Segmenting for Business Markets
5. Segmentation Process
6. Five key criteria in Market segments
7. Evaluating and Selecting the Market
Segments
62. BEHAVIORAL SEGMENTATION DIVIDES THE
MARKET BASED ON
2. Behavioral Variables
•Occasions
•Benefits
•User Status
•Usage Rate
•Buyer-Readiness
•Loyalty Status
•Attitude
63. Concept 4
SEGMENTING FOR BUSINESS
MARKETS
1. Demographic 2. Operating Variable 3. Purchasing
Approaches
4. Situational Factors 5. Personal
Characteristics
64. Questions to decided which to
serve in Demographic
1. Industry: Which industries?
2. Company size: what size
companies?
3. Location: What geographical areas?
Demographic
65. Questions to decided which to
serve in Operating Variables
1. Technology: What customer
technologies?
2. User or nonuser status: Which users? Heavy
users?
3. Customer capabilities: Should we
serve many of few services?
Operating Variables
66. Questions to decided which to
serve in Purchasing Approaches
1. Purchasing-function organization:
centralized?
2. Power structure: engineering
3. dominated? Financially dominated?
4. Nature of existing relationship: strong?
5. General purchasing policies: lease?
Service contract?
Operating Variables
6. Purchasing criteria: quality? Service?
67. Questions to decided which to
serve in Situational Factors
1. Urgency: quick and sudden?
2. Specific application: focus on
certain application? Or all?
3. Size or order: large or small
orders?
Situational Factors
68. Questions to decided which to
serve in Personal Characteristics
1. Buyer-seller similarity: people and
values are similar?
2. Attitude toward risk: risk-taking or
risk-avoiding customers?
3. Loyalty: high loyalty to their
suppliers?
Personal Characteristics
85. TISSUE DRAWING
4 BUILDINGS
Local Areas Niches Individuals Segments
86. TISSUE DRAWING
With 4 floors each
4 BUILDINGS
1st: Geographic
2nd: Demographic
3rd: Psychographic
4th:Behavioral
Local Areas Niches Individuals Segments
87. TISSUE DRAWING
With 4 floors each
4 BUILDINGS 1st: Geographic
2nd: Demographic
3rd: Psychographic
4th:Behavioral
1. Age and Life Cycle
2. Life Stage
3. Gender
Local Areas Niches Individuals Segments 4. Income
5. Generation
6. Social Class
With 6 type of rooms per floor
88. TISSUE DRAWING
With 4 floors each
4 BUILDINGS 1st: Geographic
2nd: Demographic
3rd: Psychographic
4th:Behavioral
1. Age and Life Cycle
2. Life Stage
3. Gender
Local Areas Niches Individuals Segments 4. Income
5. Generation
Behavioral Variables
6. Social Class
With 6 type of rooms per floor
Decision Roles
2 different buyers
89. TISSUE DRAWING Aware
Ever Tried
Recent Trial
Occasional User
Regular User
Most Often Used
Funnel rain catcher
With 4 floors each
4 BUILDINGS 1st: Geographic
2nd: Demographic
3rd: Psychographic
4th:Behavioral
1. Age and Life Cycle
2. Life Stage
3. Gender
Local Areas Niches Individuals Segments 4. Income
5. Generation
Behavioral Variables
6. Social Class
With 6 type of rooms per floor
Decision Roles
2 different buyers
90. TISSUE DRAWING Aware
Ever Tried
Recent Trial
Occasional User
Regular User
Most Often Used
Funnel rain catcher
With 4 floors each
4 BUILDINGS 1st: Geographic
2nd: Demographic
3rd: Psychographic
4th:Behavioral
1. Age and Life Cycle
2. Life Stage
3. Gender
Local Areas Niches Individuals Segments 4. Income
5. Generation
Behavioral Variables
6. Social Class
With 6 type of rooms per floor
Loyalty
Decision Roles Hardcore
Split Loyals
Shifting Loyals
Switchers
2 different buyers
91. TISSUE DRAWING Aware
Ever Tried
Recent Trial
Occasional User
Regular User
Most Often Used
Funnel rain catcher
With 4 floors each
4 BUILDINGS 1st: Geographic
2nd: Demographic
3rd: Psychographic
4th:Behavioral
1. Age and Life Cycle
2. Life Stage
3. Gender
Local Areas Niches Individuals Segments 4. Income
5. Generation
Behavioral Variables
6. Social Class
With 6 type of rooms per floor
Loyalty
Decision Roles Hardcore
Split Loyals Demographic
Shifting Loyals Operating Variable
Switchers Purchasing Approaches
Situational Factors
Personal Characteristics
2 different buyers
Corporate Customer
92. TISSUE DRAWING Aware
Ever Tried
Recent Trial
Occasional User
Regular User
Most Often Used
Punch list before
accepting buildings
Funnel rain catcher
With 4 floors each
4 BUILDINGS 1st: Geographic
2nd: Demographic
3rd: Psychographic
4th:Behavioral
Needs based segmentation
Segment identification
Segment Attractiveness
Segment Profitability
Segment Positioning
Segment Acid Test
1. Age and Life Cycle
2. Life Stage
3. Gender
Local Areas Niches Individuals Segments 4. Income
5. Generation
Behavioral Variables
6. Social Class
With 6 type of rooms per floor
Loyalty
Decision Roles Hardcore
Split Loyals Demographic
Shifting Loyals Operating Variable
Switchers Purchasing Approaches
Situational Factors
Personal Characteristics
2 different buyers
Corporate Customer
93. TISSUE DRAWING Aware
Ever Tried
Recent Trial
Occasional User
Regular User
Most Often Used
Punch list before
accepting buildings
With 4 floors each
Funnel rain catcher 1st: Geographic
2nd: Demographic
3rd: Psychographic
4 BUILDINGS
4th:Behavioral
1. Age and Life Cycle
Needs based segmentation 2. Life Stage
Segment identification
3. Gender
Segment Attractiveness
Segment Profitability 4. Income
Segment Positioning 5. Generation
Segment Acid Test 6. Social Class
Local Areas Niches Individuals Segments
With 6 type of rooms per floor
Behavioral Variables
Differentiable
Measurable
Loyalty Substantial
Accessible
Decision Roles Hardcore Actionable
Split Loyals Demographic
Shifting Loyals Operating Variable
Switchers Purchasing Approaches
Situational Factors Giving of keys upon
Personal Characteristics
purchase and turnover
2 different buyers
Corporate Customer
94. SUMMARY
Marketing has four levels
Market Segmenting includes geographic,
demographic, psychographic and behavioral
considerations
Consider the decision roles and behavioral
variables of the customer
Determine what sort of customer you have (Loyalty)
Effective Segmentation Criteria is differentiable,
measurable, actionable, substantial and accessible
95. Presentation on Chapter 8:
Identifying Market Segments and
Targets
Submitted by: Noel Paningbatan
May 4, 2012
ATENEO GRADUATE SCHOOL OF BUSINESS