FHBM1124 Marketing Chapter 6-Segmentation Targeting Positioning
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Transcript of FHBM1124 Marketing Chapter 6-Segmentation Targeting Positioning
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Segmentation, Targeting, and Positioning:Building the Right Relationships with the Right
Customers
(CREATING A!"E #$R TARGET C"ST$%ERS&
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Chapter '
"nierse Target
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!earning $)*e+ties
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1. Defne the three steps o target marketing:market segmentation, market targeting,and market positioning.
2. List and discuss the major bases or
segmenting consumer and businessmarkets.
3. Expain ho! companies identi" attracti#emarket segments and choose a target
marketing strateg".$. Discuss ho! companies position theirproducts or maximum competiti#ead#antage in the marketpace.
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Chapter $eriew
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%his chapter ooks urther into ke" customer&dri#en marketing strateg" decisions'ho! todi#ide up markets into meaningu customergroups (segmentation), choose !hich
customer groups to ser#e (targeting), createmarket o*erings that best ser#e targetedcustomers (diferentiation), and positioningthe o*erings in the minds o consumers(positioning).
%hen, the chapters that oo! expore thetactica marketing toos'the #our Ps'b"!hich marketers bring these strategies to ie.
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1. +arket egmentation (egmenting) -eograph" Demograph" s"chographic
/eha#iora
2. 0euirements or E*ecti#e egmentation +easurabe
ccessibe ubstantia Di*erentiabe ctionabe
Introdu+tion Chapter '
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Introdu+tion Chapter '
3. %arget +arketing trategies (%argeting): 4ndi*erentiated Di*erentiated 5oncentrated
+icromarketing
$. Di*erentiation 6 ositioning(ositioning): ources o 5ompetiti#e d#antages ositioning tatements
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!earning $)*e+tie
-e.ne the three steps o target marketing:
mar/et segmentation, mar/et targeting,and mar/et positioning0
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The Prere1uisite Steps inSegmentation, Targeting,
and Positioning
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tep 1 tep 2 tep 3
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%ar/et Segmentation
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%hrough market segmentation,companies divide large, heterogeneousmarkets into smaller segmentsthat can
be reached more ecient" ande*ecti#e" !ithproducts and servicesthat match their unique needs.
Di#iding a market into smaer groupso bu"ers !ith distinct needs,characteristics, or beha#iors thatmight reuire separate marketing
strategies or mixes.
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!earning $)*e+tie 2
!ist and dis+uss the major bases or
segmenting +onsumer and )usinessmar/ets0
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BehavioralBehavioralPsychographicsPsychographics
DemographicsDemographicsGeographyGeography
Segmenting Consumer %ar/et
1e, ami"ie c"ce, income, occupation, education,
reigion, race, generation, and nationait".Demographic actors are the most popuar
basesor segmenting customer groups.
Easier to measure than most other t"pes o#ariabes.
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-emographi+s Segmentation-emographi+s Segmentation
1$
Age and !i4e+3+le tage is o*ering di*erentproducts or using di*erent marketing
approaches or di*erent age and ie?c"cegroups.
Gender segmentation has ong been used incothing, cosmetics, toietries, and maga>ines.
In+ome segmentation has ong been used b"the marketers o products and ser#ices such asautomobies, cothing, cosmetics, fnancia
ser#ices, and tra#e.
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Exampe o Demographic@.
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ge: under 7, 7&11, 12&1;, etc
-ender: mae 6 emae Aami" si>e: 1&2,3&$ Aami" ie c"ce: Boung, singe, no chidren,
and etc. Cncome: under 0+2
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Ps3+hographi+s SegmentationPs3+hographi+s Segmentation
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Ps3+hographi+ segmentationdi#ides bu"ers into di*erent groupsbased on socia cass, iest"e, or
personait" characteristics.+arketers usepersonality#ariabes
to segment markets.
eope in the same demographiccassifcation oten ha#e #er" di*erentiest"es.
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Behaioral SegmentationBehaioral Segmentation
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Behaioral segmentationdi#idesbu"ers into groups based on theirkno!edge, attitudes, uses, or responsesto a product.
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Behaioral SegmentationBehaioral Segmentation
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Aorms o beha#iora segmentation:$++asion segmentationis grouping bu"ers
according to occasions!hen the" get the idea tobu", actua" make their purchase, or use the
purchased item.Bene.t segmentationis grouping bu"ers
according to the di*erent beneftsthat the" seekrom the product.
"ser Statusis segmenting markets into
nonusers, ex&users, potentia users, frst&timeusers, and reguar users o a product.
"sage Rateis grouping markets into ight,medium, and hea#"product users.
!o3alt3 Statusis di#iding bu"ers into groupsaccording to their degree o o"at".
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E5ample o4 "sage Rate
1;
In4re1uent
"sers
%oderate
"sers
6ea3"sers
$7er dire+tin+enties,su+h as a pri+e
dis+ount $7er more
rein4or+ement o4 pastpur+hase de+isions
-esign around lo3alt3
and rein4or+emento4 pur+hase
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E5ample o4 Bene.tsSought
2e
Geographi+
ge -ender
Aami" i>e
Aami" ie c"ce Cncome
ccupation Education
0ace 0eigion
-emographi+
8nowledge Attitude "se
Response
Behaioral
So+ial +lass !i4est3le
Personalit3+hara+teristi+
Ps3+hographi+
BASES #$RSEG%ENTATI$N
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The Con+ept o4 %ar/etSegmentation
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The Con+ept o4 %ar/etSegmentation
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Re1uirements 4or E7e+tieSegmentation (%AS-A&
2$
%easura)le (%&
A++essi)le (A& Su)stantial (S&-i7erentia)le (-&A+tiona)le (A&
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(demographi+s& and then )ene.ts soughttoconstruct nine di*erent market segments. b#ious",each o these segments !oud be o di*erent si>es andattracti#eness, but it does gi#e a good o#er#ie! o therange o consumer needs in the market
2
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E5er+ise
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1. 0eebok targeted the "outh market. Ct used
MMMMMsegmentation to defne its target market.a. Liest"e
b. /eha#iora
c. Demographic
d. s"chographic
2. +aga>ines targeted to peope !ho o#e to in&ine skate,topeope !ho enjo" cooking, and to peope !ho !oudpreer a simper iest"e use MMMMM segmentation#ariabes.
e. Demographic
. Ethnographic
g. ocioeconomic
h. s"chographic
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E5er+ise
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3. ge, ethnicit", geographica region, and iest"eare a exampes o MMMMM.
a. segmentation #ariabes
b. positioning strategies
c. s"nergistic sampes
d. homogenous popuations
$. Fhich o the oo!ing is notan exampe o ademographic segmentation #ariabeN
e. iest"e
. race and ethnicit"
g. gender
h. age
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Re1uirements 4or E7e+tieSegmentation (%AS-A&
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+easurabe (+)%he si>e, purchasing po!er, and profeso the segments can be measured.
ccessibe ()%he market segments can be e*ecti#e"reached and ser#ed.
ubstantia ()%he market segments are arge orproftabe enough to ser#e.
Di*erentiabe(D)
%he segments are conceptua"
distinguishabe and respond di*erent" todi*erent marketing mix eements andprograms.
ctionabe ()E*ecti#e programs can be designed orattracting and ser#ing the segments.
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%ini -is+ussion
2;
Fhich segmentation #ariabes !oud bemost important to marketers or theoo!ing products NNN
Gitamins
5redit 5ard
5o*ee
-E
CK5+E
4-E 0%E
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!earning $)*e+tie 9
E5plain how +ompanies identiy attractive
market segments and +hoose a targetmar/eting strateg30
3en ines ouait" skin care,makeup, ragrance, andhair care products aimed
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-i7erentiated strategies(segmented mar/eting&
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Adantages -isadantages
De#eops a strongerpositioning !ithin each
market segment andcreates more totasaes.
Cncrease cost o doingbusiness.
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Con+entrated strategies(Ni+he mar/eting&
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Cnstead o going ater a sma share oa arge market, the frm goes ater aarge share o one or a e! smaer
segments or niches.Ct can market more efectivelyb" fne&tuning
its products, prices, and programs to the needso careu" defned segments.
Ct can market more eciently, targeting its
products or ser#ices, channes, andcommunications programs to!ard on"consumers that it can ser#e best and mostproftab".
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Exampe o concentrated strategies
3;
e!ett&ackard has a&in&onemachines or printing, scanning andaxing targeted or the home oceniche !hie at the same time ha#ingseparate machines !ith one o theseunctions or big businesses
Dr. cho &%he entire Aor erP ine isdesigned to attract the "ounger emaedemographic (ages 19&
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Con+entrated strategies(Ni+he mar/eting&
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