Developing the Value Offering<br />chapter 09<br />SEGMENTATION, TARGET MARKETING, AND POSITIONING<br />chapter 10<br />TH...
09<br />Segmentation, Target Marketing, and Positioning<br />9-2<br />
LEARNING OBJECTIVES<br />Explain the criteria for effective segmentation<br />Identify the various approaches to market se...
FULFILLING CONSUMER NEEDS AND WANTS<br />Market Segmentation<br />Target Marketing<br />Positioning<br />9-4<br />
Market Segmentation, Target Marketing, and Positioning<br />EXHIBIT 9.1<br />Market Segmentation<br />Dividing a market in...
WHAT IS SEGMENTATION?<br />Segmentation seeks to find one or more factors about members of a heterogeneous market that all...
Criteria for Effective Segmentation<br />Is the segment of sufficient size?  <br />Is the segment readily identifiable and...
SEGMENTING CONSUMER MARKETS<br />9-8<br />
SEGMENTING CONSUMER MARKETS<br />9-9<br />
SEGMENTING CONSUMER MARKETS<br />Psychographic Segmentation<br />VALS™ (Values and Lifestyles)<br />9-10<br />
VALS™ Framework<br />EXHIBIT 9.11<br />Reprinted with permission from VALSTM Program, SRI Consulting Business Intelligence...
SEGMENTING CONSUMER MARKETS<br />Behavioral Segmentation<br />Benefits Sought<br />Usage Patterns<br />9-12<br />
SEGMENTING CONSUMER MARKETS<br />Firms use Multiple Segmentation Approaches Simultaneously<br />Firms develop a profile of...
Visual Examples of Several Segmentation Approaches<br />EXHIBIT 9.13<br />9-14<br />
SEGMENTING BUSINESS MARKETS<br />Demographic<br />9-15<br />
SEGMENTING BUSINESS MARKETS<br />Operating Variables<br />9-16<br />
SEGMENTING BUSINESS MARKETS<br />Purchasing Approaches<br />9-17<br />
SEGMENTING BUSINESS MARKETS<br />Situational Factors<br />9-18<br />
SEGMENTING BUSINESS MARKETS<br />Personal Characteristics<br />9-19<br />
TARGET MARKETING<br />Analyze Market Segments<br />9-20<br />
TARGET MARKETING<br />Develop Profiles of Each Potential Target Market<br />9-21<br />
Continuum of Target Marketing Approaches<br />EXHIBIT 9.15<br />Very<br />Broad<br />Very<br />Narrow<br />Undifferentiate...
TARGET MARKETING<br />Select a Target Marketing Approach<br />9-23<br />
POSITIONING<br />The firm must turn its attention to creating, communicating, and delivering the value offering to the tar...
Examples of Perceptual Maps Used in Positioning Decisions<br />EXHIBIT 9.16<br />9-25<br />
Examples of Perceptual Maps Used in Positioning Decisions<br />EXHIBIT 9.16<br />9-26<br />
Examples of Perceptual Maps Used in Positioning Decisions<br />EXHIBIT 9.16<br />9-27<br />
Sources of Differential Competitive Advantage<br />9-28<br />
Positioning Errors<br />9-29<br />
30<br />Thank You, Please Visit Us At :<br />http://wanbk.page.tl<br />
Upcoming SlideShare
Loading in …5
×

Chap009

1,557 views

Published on

  • Be the first to comment

  • Be the first to like this

Chap009

  1. 1. Developing the Value Offering<br />chapter 09<br />SEGMENTATION, TARGET MARKETING, AND POSITIONING<br />chapter 10<br />THE PRODUCT EXPERIENCE: PRODUCT STRATEGY<br />chapter 11<br />THE PRODUCT EXPERIENCE: BUILDING THE BRAND<br />chapter 12<br />THE PRODUCT EXPERIENCE: NEW PRODUCT DEVELOPMENT<br />chapter 13<br />SERVICE AS THE CORE OFFERING<br />chapter 14<br />MANAGING PRICING DECISIONS<br />part THREE<br />Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved<br />McGraw-Hill/Irwin<br />
  2. 2. 09<br />Segmentation, Target Marketing, and Positioning<br />9-2<br />
  3. 3. LEARNING OBJECTIVES<br />Explain the criteria for effective segmentation<br />Identify the various approaches to market segmentation<br />Describe the steps in target marketing<br />Understand the continuum of approaches to target marketing strategy<br />Define positioning and link it to the use of the marketing mix<br />Use and interpret perceptual maps<br />Identify sources of differentiation<br />Avoid potential positioning errors<br />9-3<br />
  4. 4. FULFILLING CONSUMER NEEDS AND WANTS<br />Market Segmentation<br />Target Marketing<br />Positioning<br />9-4<br />
  5. 5. Market Segmentation, Target Marketing, and Positioning<br />EXHIBIT 9.1<br />Market Segmentation<br />Dividing a market into meaningful smaller markets or submarkets based on common characteristics.<br />Target Marketing<br />Evaluating the market segments, then making decisions about which among them is most worthy of investment for development.<br />Positioning<br />Communicating one or more sources of value to customers in ways that connect needs and wants to what the product has to offer. Positioning strategies are executed through the development of unique combinations of the marketing mix variables. <br />9-5<br />
  6. 6. WHAT IS SEGMENTATION?<br />Segmentation seeks to find one or more factors about members of a heterogeneous market that allow for dividing of the market into smaller, more homogeneous subgroups <br />The purpose would be to develop different marketing strategies to best meet the segments’ distinct needs and wants.<br />9-6<br />
  7. 7. Criteria for Effective Segmentation<br />Is the segment of sufficient size? <br />Is the segment readily identifiable and can it be measured? <br />Is the segment clearly differentiated on one or more important dimensions? <br />Can the segment be reached in order to deliver the value of the product?<br />9-7<br />
  8. 8. SEGMENTING CONSUMER MARKETS<br />9-8<br />
  9. 9. SEGMENTING CONSUMER MARKETS<br />9-9<br />
  10. 10. SEGMENTING CONSUMER MARKETS<br />Psychographic Segmentation<br />VALS™ (Values and Lifestyles)<br />9-10<br />
  11. 11. VALS™ Framework<br />EXHIBIT 9.11<br />Reprinted with permission from VALSTM Program, SRI Consulting Business Intelligence (SRIC-BI); www.sric-bi.com/VALS.<br />9-11<br />
  12. 12. SEGMENTING CONSUMER MARKETS<br />Behavioral Segmentation<br />Benefits Sought<br />Usage Patterns<br />9-12<br />
  13. 13. SEGMENTING CONSUMER MARKETS<br />Firms use Multiple Segmentation Approaches Simultaneously<br />Firms develop a profile of a segment that might include aspects of any or all of the segmentation approaches we have learned. <br />9-13<br />
  14. 14. Visual Examples of Several Segmentation Approaches<br />EXHIBIT 9.13<br />9-14<br />
  15. 15. SEGMENTING BUSINESS MARKETS<br />Demographic<br />9-15<br />
  16. 16. SEGMENTING BUSINESS MARKETS<br />Operating Variables<br />9-16<br />
  17. 17. SEGMENTING BUSINESS MARKETS<br />Purchasing Approaches<br />9-17<br />
  18. 18. SEGMENTING BUSINESS MARKETS<br />Situational Factors<br />9-18<br />
  19. 19. SEGMENTING BUSINESS MARKETS<br />Personal Characteristics<br />9-19<br />
  20. 20. TARGET MARKETING<br />Analyze Market Segments<br />9-20<br />
  21. 21. TARGET MARKETING<br />Develop Profiles of Each Potential Target Market<br />9-21<br />
  22. 22. Continuum of Target Marketing Approaches<br />EXHIBIT 9.15<br />Very<br />Broad<br />Very<br />Narrow<br />Undifferentiated<br />target marketing<br />Differentiated<br />target marketing<br />Concentrated<br />target marketing<br />Customized<br />target marketing<br />9-22<br />
  23. 23. TARGET MARKETING<br />Select a Target Marketing Approach<br />9-23<br />
  24. 24. POSITIONING<br />The firm must turn its attention to creating, communicating, and delivering the value offering to the target markets. <br />Positioning the product so that consumers understand its ability to fulfill their needs and wants. <br />9-24<br />
  25. 25. Examples of Perceptual Maps Used in Positioning Decisions<br />EXHIBIT 9.16<br />9-25<br />
  26. 26. Examples of Perceptual Maps Used in Positioning Decisions<br />EXHIBIT 9.16<br />9-26<br />
  27. 27. Examples of Perceptual Maps Used in Positioning Decisions<br />EXHIBIT 9.16<br />9-27<br />
  28. 28. Sources of Differential Competitive Advantage<br />9-28<br />
  29. 29. Positioning Errors<br />9-29<br />
  30. 30. 30<br />Thank You, Please Visit Us At :<br />http://wanbk.page.tl<br />

×