Marketing: An Introductionportal.unimap.edu.my/portal/page/portal30/Lecture Notes... · 2020. 3....
Transcript of Marketing: An Introductionportal.unimap.edu.my/portal/page/portal30/Lecture Notes... · 2020. 3....
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Marketing: An IntroductionFourteenth Edition
Chapter 06Customer Value-Driven
Marketing Strategy: Creating
Value for Target Customers
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Objectives Outline (1 of 4)
6.1 Define the major steps in designing a customer value-
driven marketing strategy: market segmentation, targeting,
differentiation, and positioning.
6.2 List and discuss the major bases for segmenting
consumer and business markets.
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Objectives Outline (2 of 4)
6.3 Explain how companies identify attractive market
segments and choose a market-targeting strategy.
6.4 Discuss how companies differentiate and position their
products for maximum competitive advantage.
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First Stop: Dunkin’ Donuts Targeting
the Average Joe
Dunkin’ Donuts targets
everyday Joes who just
don’t get what Starbucks
is all about.
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Objective Outline 6-1
Define the major steps in designing a customer value-driven
marketing strategy: market segmentation, targeting,
differentiation, and positioning.
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Figure 6.1 Designing a Customer
Value-Driven Market Strategy
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Objective Outline 6-1 Summary
• Customer value-driven marketing strategy
– Identifying which customers to serve
– Determining a value proposition
• Market segmentation and market targeting
• Differentiating the market offering
• Positioning in the minds of target customers
• Right relationships with the right customers
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Objective Outline 6-2
List and discuss the major bases for segmenting
consumer and business markets.
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Table 6.1 Major Segmentation
Variables for Consumer Markets
Segmentation
VariableExamples
Geographic Nations, regions, states, counties, cities,
neighborhoods, population density
(urban, suburban, rural), climate
Demographic Age, life-cycle stage, gender, income,
occupation, education, religion, ethnicity,
generation
Psychographic Social class, lifestyle, personality
Behavioral Occasions, benefits, user status, usage
rate, loyalty status
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Geographic and Demographic
Segmentation
• Geographic segmentation: Dividing a market into
different geographical units
– Such as nations, states, regions, counties, cities, or
neighborhoods
• Demographic segmentation: Dividing a market into
segments based on variables
– Such as age, life-cycle stage, gender, income,
occupation, education, religion, ethnicity, and
generation
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Demographic Segmentation
Age and life-cycle segmentation
• Dividing a market into different age and life-cycle groups
Gender segmentation
• Dividing a market into different segments based on gender
Income segmentation
• Dividing a market into different income segments
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Psychographic Segmentation (1 of 2)
• Marketers segment their markets using variables such as
– Social class
– Lifestyle
– Personality characteristics
• The products people buy reflect their lifestyles.
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Psychographic Segmentation (2 of 2)
Panera launched a
marketing campaign
tagged “Food as it
should be.”
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Behavioral Segmentation (1 of 3)
• Occasion segmentation: Segments divided according to
occasions, when the buyers
– Get the idea to buy
– Make their purchase
– Use the purchased item
• Benefit segmentation: Segments divided according to
the different benefits that consumers seek from the
product.
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Behavioral Segmentation (2 of 3)
“There’s a Fitbit for
Everyone.”
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Behavioral Segmentation (3 of 3)
• User status: Markets can be segmented into nonusers,
ex-users, potential users, first-time users, and regular
users.
• Usage rate: Markets can be segmented into light,
medium, and heavy product users.
• Loyalty status: Consumers can be loyal to brands, stores,
and companies.
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Multiple Segmentation Bases
• Segmentation bases help companies to
– Identify smaller, better-defined target groups
– Identify and understand key customer segments
– Reach customers more efficiently by tailoring market
offerings and messages to customers’ specific needs
• Segmentation systems help marketers segment people
and locations into marketable groups of like-minded
consumers.
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Segmenting Business Markets
• Consumer and business markets use many of the same
variables for segmentation.
• Variables used by business marketers for segmentation
include
– Operating characteristics
– Purchasing approaches
– Situational factors
– Personal characteristics
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Segmenting International Markets
• Variables include
– Geographic location
– Economic factors
– Political and legal factors
– Cultural factors
• Intermarket (cross-market) segmentation: Grouping
consumers with similar needs and buying behaviors
irrespective of their location.
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Requirements for Effective
Segmentation
• Measurable
• Accessible
• Substantial
• Differentiable
• Actionable
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Objective Outline 6-2 Summary
• Consumer market segmentation
– Geographic, demographic, psychographic, and
behavioral
• Business market segmentation
– Demographics, operating characteristics, purchasing
approaches, situational factors, and personal
characteristics
• Requirements for effective segmentation
– Measurable, accessible, substantial, differentiable, and
actionable
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Objective Outline 6-3
Explain how companies identify attractive market segments
and choose a market-targeting strategy.
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Market Targeting (1 of 2)
• Evaluating the various segments based on
– Segment size and growth
– Segment structural attractiveness
– Company objectives and resources
• Selecting target market segments
– Target market: Set of buyers sharing common needs
or characteristics that the company decides to serve
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Figure 6.2 Market-Targeting
Strategies
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Market Targeting (2 of 2)
P&G markets multiple
laundry detergent brands
and then further
segments each brand to
service even narrower
niches.
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Choosing a Targeting Strategy
• Factors to consider
– Company resources
– Product variability
– Product’s life-cycle stage
– Market variability
– Competitors’ marketing strategies
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Socially Responsible Target
Marketing
• Controversy and concern of target marketing
– Vulnerable or disadvantaged consumers are targeted
with controversial or potentially harmful products.
• Socially responsible target marketing should be done to
serve both the interests of the company and the interests
of those targeted.
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Objective Outline 6-3 Summary
• Four market-targeting strategies
– Undifferentiated (or mass), differentiated, concentrated
(or niche), and micromarketing
• Micromarketing includes local and individual marketing.
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Objective Outline 6-4
Discuss how companies differentiate and position their
products for maximum competitive advantage.
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Differentiation and Positioning (1 of 2)
• Firms must decide which segments to target and on the
value proposition.
• Product position is the way a product is defined by
consumers on important attributes.
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Differentiation and Positioning (2 of 2)
Sonos does more than just
sell speakers; it unleashes
“All the
music on earth, in every
room of your house,
wirelessly.”
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Figure 6.3 Positioning Map: Large
Luxury SUVs
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Choosing a Differentiation and
Positioning Strategy
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Identifying Possible Value
Differences and Competitive
Advantages
• Competitive advantage: An advantage over competitors
gained by offering greater customer value either by
– Having lower prices, or
– Providing more benefits that justify higher prices
• Firms can differentiate in terms of product, services,
channels, people, or image.
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Choosing the Right Competitive
Advantages
Number of differences to promote
• Developing a unique selling proposition (USP) for each
brand and sticking to it
• Positioning on more than one differentiator
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Which Differences to Promote
• Important
• Distinctive
• Superior
• Communicable
• Preemptive
• Affordable
• Profitable
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Figure 6.4 Possible Value
Propositions
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Winning Value Propositions
Value proposition Description
More for more • Provides the most upscale
product or service
More for the same • High quality at lower prices
More for less • Best winning proposition
The same for less • Gives a good deal
Less for much less • Meeting consumers’ lower
performance or quality
requirements at a lower price
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Developing a Positioning Statement
Positioning statement: Summarizes company or brand
positioning
Format: To (target
segment and need)
our (brand) is
(concept) that (point
of difference).
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Evernote Positioning Statement
“To busy multitaskers who need help remembering
things, Evernote is a digital content management
application that makes it easy to capture and remember
moments and ideas from your everyday life using your
computer, phone, tablet, and the Web.”
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Communicating and Delivering the
Chosen Position
• All the company’s marketing mix efforts must support the
positioning strategy.
• Maintain the position obtained through consistent
performance and communication.
• The product’s position should be monitored and adapted
over time.
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Objective Outline 6-4 Summary
• Differentiation and positioning has three steps:
– Identifying differentiations to create competitive
advantage
– Choosing advantages to build a position
– Selecting an overall positioning strategy
• A brand’s full positioning is its value proposition.
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Objectives Outline (3 of 4)
6.1 Define the major steps in designing a customer value-
driven marketing strategy: market segmentation, targeting,
differentiation, and positioning.
6.2 List and discuss the major bases for segmenting
consumer and business markets.
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Objectives Outline (4 of 4)
6.3 Explain how companies identify attractive market
segments and choose a market-targeting strategy.
6.4 Discuss how companies differentiate and position their
products for maximum competitive advantage.
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Copyright