Identify Marketing Segment and Target
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The document discusses market segmentation and targeting. It describes four levels of micro-marketing including segments, niches, local areas, and individuals. Market segmentation can be done geographically, demographically, psychographically, and behaviorally. Demographic segmentation includes factors like age, life cycle, gender, income, and social class. Behavioral segmentation looks at variables such as decision roles, benefits, usage rates, loyalty status, and attitudes. The document outlines the steps involved in effective segmentation including identifying needs-based segments, measuring segment attractiveness and profitability, and developing targeted marketing strategies.
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The document discusses branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Branding involves endowing products with the power of the brand. Brand equity refers to the added value conferred on products by a brand and is reflected in how consumers think, feel and act regarding the brand. The document presents models of brand dynamics and brand resonance, and discusses how brand equity is built through brand elements, marketing activities and meaning transference.
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The document is a guide for entrepreneurs on business planning and financial forecasting. It outlines the importance of developing a business plan and walks through the key elements that should be included. These include an executive summary, description of the business and goals, marketing strategies, operations overview, and financial projections. The guide emphasizes that a business plan helps solidify an entrepreneur's thinking, convinces investors of a business's viability, and provides a roadmap for running the business. It provides a sample outline and tips for an effective plan to share with external readers like potential lenders.
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This document discusses bridging the gap between business strategy and software development. It proposes using an extended version of the Goal Question Metric (GQM) approach called GQM+Strategies to explicitly link software measurement goals to higher-level business goals and strategies. GQM+Strategies provides mechanisms for defining software measurement goals derived from higher-level goals for the software organization and business. An example application illustrates measuring a software project's goals in the context of an overall business goal.
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Quantitative research involves collecting numerical data and analyzing it using statistical methods. It is well-suited for answering questions that require quantitative answers, measuring numerical change over time, explaining phenomena through predictive relationships, and testing hypotheses about potential causal relationships between variables. While quantitative research provides breadth of information from many units, qualitative research is better for exploring issues in greater depth through methods like interviews and case studies.
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E-motion software was founded in 2003 to develop third-party applications that integrate with Oracle's E-Business Suite. The company's founder, Scott Keohane, had previously consulted for Oracle clients and identified needs for applications to improve efficiency. E-motion software's initial products aimed to enhance security, empower users, improve ROI and streamline processes. The marketing objective is to establish the company as an expert in the third-party Oracle marketplace by obtaining major clients in different regions by the end of 2005 and 2006.
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Identify Marketing Segment and Target
- 1. Identifying Market Segments and Targets Marketing Management
- 2. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-2 Four levels of Micromarketing Segments Local areas Individuals Niches
- 3. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-3 Segmenting Consumer Markets Geographic Demographic Psychographic Behavioral
- 4. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-4 Demographic Segmentation Age and Life Cycle Life Stage Gender Income Generation Social Class
- 5. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-5 Behavioral Segmentation Decision Roles • Initiator • Influencer • Decider • Buyer • User Behavioral Variables • Occasions • Benefits • User Status • Usage Rate • Buyer-Readiness • Loyalty Status • Attitude
- 6. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-6 The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage • Aware • Ever tried • Recent trial • Occasional user • Regular user • Most often used
- 7. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-7 Loyalty Status Switchers Shifting loyals Split loyals Hard-core
- 8. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-8 Figure 8.3 Behavioral Segmentation Breakdown
- 9. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-9 The Conversion Model Convertible Shallow Average Entrenched Strongly unavailable Ambivalent Available Weakly unavailable Users Nonusers
- 10. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-10 Segmenting for Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics
- 11. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-11 Steps in Segmentation Process Needs-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test Marketing-Mix Strategy
- 12. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-12 Effective Segmentation Criteria Measurable Substantial Accessible Differentiable Actionable
- 13. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-13 Figure 8.4 Patterns of Target Market Selection
- 14. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-14 Figure 8.4 Patterns of Target Market Selection
- 15. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-15 Figure 8.4 Patterns of Target Market Selection
- 16. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-16 Figure 8.5 Segment-by-Segment Invasion Plan