Marketing segmentation strategies

1. MARKETING UNIT 2
M.M. Verónica Bolaños

2. Bibliography used for this presentation:
GARNICA C.H., MAUBERT C.,(2009). Fundamentos de Marketing.. Editorial
Pearson. Primera Edición, México.
PROPIO
KOTLER Y ARMSTRONG, (2008). Fundamentos de Marketing. Ed. Prentice
Hall, octava edición. México.
UT 03914
STANTON ETZEL WALKER (2009). Fundamentos de Marketing.
Ed. Mcgraw Hill. Onceava edición. México.
MARKETING
Garnica C.H., Maubert C., (2009). Fundamentos de Marketing. Pearson Educación,
México
Kotler, Armstrong, (2008). Fundamentos de Marketing. Prentice Hall, México
Stanton, Etzel, Walker, (2009). Fundamentos de Marketing. Prentice Hall, México
Lamb, Hair, McDaniel, (2013). MKTG. Cengage Learning , USA.
Levens M., (2010). Marketing. Prentice Hall, USA.

3. The market
Types of markets
Market segmentation
Positioning

4. Lets go on with the glossary of
marketing key words:
Consumer market, industrial
market, resales market,
government market, international
market, digital market, market
segmentation, target market,
profile, niche market, differential
marketing, undifferentiated
marketing, micromarketing, local
marketing, individual marketing,
clusters, wholesalers, retailers,
agents, brokers and positioning.

5. Types of market
Consumer market
Industrial market
Resale market
Government market
International Market
Digital market

6. A group of persons and organizations
involved, in some way, in the purchase and
sale of products and services, or in their
use
a) Immediate consumer product markets
b) Durable consumer product markets
c) Service markets
Consumer market

7. Examples
please?
Immediate
consumer
product markets

9. Examples
please?
Durable
consumer
product markets

11. Examples
please?
Service markets

13. Marketing of goods and services to
individuals and organizations for purposes
other than personal consumtion.
Industrial market
Lamb, Hair, McDaniel, (2013)

14. Car parts suppliers
B2B (Business to Business)

15. Aspect Industrial Market Consumer Market
Buying objective Enable production Personal need satisfaction
Buying motive Mainly rational Also emotional
Purchasing function Professional buying Consumers
Decision making
Many persons involved, much
discussion
Often impulsive, without consulting
others
Characteristics Negotiations, intense interactions
Often without negotiation, little
interaction
Product & market knowledge Large Limited
Order size Often large Mostly small
Demand Derived, fluctuation Autonomous, relatively stable
Price elasticity Rather inelastic Rather elastic
Number of customers Mostly limited Very large
Spread of customers
Sometimes large, geographic
concentration
Large spread
Industrial and consumer buying behaviour

16. The products are acquired for the purpose
of selling or renting them to others, without
any processing, with the aim of obtaining a
profit.
Resale market
Lamb, Hair, McDaniel, (2013)

17. It is also called distributors or commercial
market, and is made up of wholesalers,
retailers, agents, brokers.

18. Government institutions buy with the
intention of serving the community
Government market

19. It includes purchases by governmental
units (federal, state, and local) that procure
or rent goods and services in carrying out
the main functions of the government
Government market
Marketing dictionary.org (2019)

20. Is defined as the performance of business
activities designed to plan, price, promote,
and direct the flow of a company’s goods
and services to consumers or users in more
than one nation for a profit.
International market
Lamb, Hair, McDaniel, (2013)

21. Digital market is the use of the internet,
mobile devices, social media, search
engines, and other channels to reach
consumers.
Digital market
investopedia.com.
https://www.investopedia.com/terms/d/digital-marketing.asp

22. Other types of marketing
https://learn.g2.com/hub/types-of-marketing

23. Market segmentation

25. A subgroup of people or organizations sharing
one or more characteristics that cause them to
have similar product needs
Market segment
Lamb, Hair, McDaniel, (2013)

26. The purpose of segmentation is that you are
able to introduce a more tailored message that
will be received successfully.
Market segmentation

27. Basic types of
market
segmentation

28. Geographic Segmentation
Segmenting markets by region of a country
or the world, market size, market density
or climate.

29. Demographic Segmentation
Age segmentation
Gender segmentation
Ethnic segmentation
Family life cycle

30. Family
life
cycle

31. Psychographic Segmentation
Personality
Motives
lifestyles
It can be used individually to segment
markets or combined with other variables
to provide more details descriptions of
market segments

32. Behavioral Segmentation
It is defined as the process of dividing the
total market into smaller homogeneous
groups based on customer buying behavior

33. Behavioral Segmentation

34. Behavioral
Segmentation

35. Criteria for successful segmentation
Substantiality
A segment must be large enough to warrant
developing and maintaining a special marketing mix

36. Criteria for successful segmentation
Identifiability and measurability
Segments must be identifiable and their size
measurable

37. Criteria for successful segmentation
Accessibility
The firm must be able to reach members of targeted
segments with customized marketing mixes.

39. Market targeting
Is the process of evaluating and
selecting the most viable market
segment to enter

40. Market targeting
It should be based on the
understanding of customer
preferences and needs.

41. Targeting market coverage
1. Undifferentiated Marketing
2. Differentiated Marketing
3. Niche Marketing

42. 1. Undifferentiated Marketing
Is a market coverage strategy where
differences within a market are ignored,
is a brand, product, service
or marketing campaign that targets everyone.

43. 2. Differentiated Marketing
A firm practicing this strategy, separates and
targets different market segments, with a
unique product or service tailored to each
segment.

44. A niche market can target groups of customers
based on their:
•Profession
•Style
•Demographic
•Lifestyle
•Geographic area
•Activities
•Culture
3. Niche Marketing
Is a segment of the larger market with a shared identity, needs, or
preferences that make it unique

45. Market position refers to the
consumer's perception of a
brand or product compared
to competing brands
Positioning

46. Positioning
Products or services that are positioned on the
market, establish an image or identity within
the minds of the consumers in the target
market.
Brand

48. Kevin Roberts

51. Know how to do activity instructions:
40% evaluation
By teams, students will design the perfect product for a niche market, determining
the type of market to which they belong, how do you want to position it, as well as
the description of the four basic segmentation criteria: geographic, demographic,
psychological and social or behavioral.
The product must be an innovative idea, something that is not yet on the market.
Follow the details on the check list which you can download from your teacher’s
page (www.udelcaribe.wordpress.com)