Chapter 8 Segmentation & Targeting
-
Upload
supriya1228 -
Category
Documents
-
view
225 -
download
0
Transcript of Chapter 8 Segmentation & Targeting
![Page 1: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/1.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 1/16
![Page 2: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/2.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 2/16
Segmentation and itslevels:
Mass marketing is loosing itspopularity.
Micromarketing can be undertakenat four levels: Segment marketing
Niche marketing Local marketing Individual marketing-
Mass customization
![Page 3: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/3.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 3/16
Preferences: Three patterns of preference segments are typically
identified: Homogeneous preferences- max people prefer one
thing only Diffused preferences- no specific choice Clustered preferences- each choice is preferred by
equal no. of people.
Market-Segmentation Procedure:•Survey•Analysis•Profiling
![Page 4: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/4.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 4/16
Segmenting Consumer
Markets: Geographical segmentation:
Region, Country, City, Density, Climate,
etc. Demographic segmentation:
Age, Gender, Income, Family size, etc.
Psychographic segmentation: Lifestyle, Personality, Values.
Behavioral segmentation
![Page 5: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/5.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 5/16
![Page 6: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/6.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 6/16
BehavioralBehavioral
SegmentationSegmentation
VariablesVariables Occasions-mothers
day Benefits User Status
Usage Rates Loyalty Status – Hardcore Loyals, Split loyals, Shifting Loyals, Switchers. Readiness Stage- farmers
Attitude Toward the Product- enthusiastic, positive,indifferent, negative & hostile.
![Page 7: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/7.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 7/16
Segmenting Business Markets
Demographic segmentation Industry, company size,
locationOperating variablesTechnology, customercapabilities
Purchasing approachesStructure, Negotiation, Relationshi
Policies.
![Page 8: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/8.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 8/16
![Page 9: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/9.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 9/16
Requirements for
Effective Segmentation
Measurable Size, purchasing power, and
profile of segment
Accessible
Can be reached and served
![Page 10: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/10.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 10/16
Substantial
Large and profitable enough to
serve
Requirements for
Effective Segmentation
Differentiable
ResponddifferentlyActionable
Effective programs can be developed
![Page 11: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/11.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 11/16
Segment size and growth Segment structural
attractiveness
Level of competition
Substitute products
Power of buyers
Powerful suppliers Company objectives and
resources
Evaluating Market Segments
![Page 12: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/12.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 12/16
ingle-Segment Concentration:
Productategory
Market Segment
![Page 13: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/13.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 13/16
Selective Specialization:
Market Segment
Productategory
![Page 14: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/14.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 14/16
Product Specialization:
Market Segment
Productategory
![Page 15: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/15.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 15/16
Market Specialization:
Market Segment
Productategory
![Page 16: Chapter 8 Segmentation & Targeting](https://reader031.fdocuments.us/reader031/viewer/2022020921/577dab991a28ab223f8cad2e/html5/thumbnails/16.jpg)
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 16/16
Full Market Coverage:
Market Segment
Productategory