[PPT]PowerPoint Presentation - nchu.edu.twweb.nchu.edu.tw/~jodytsao/Makrting2/Expanded...
Transcript of [PPT]PowerPoint Presentation - nchu.edu.twweb.nchu.edu.tw/~jodytsao/Makrting2/Expanded...
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Chapter 9
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
MARKETING SEGMENTATION,TARGETING, AND POSITIONING
1
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2© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Objectives1. Identify the essential components of a
market.2. Outline the role of market segmentation
in developing a marketing strategy.3. Describe the criteria necessary for
effective segmentation.4. Explain the geographic approach to
segmenting consumer markets.
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3© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Objectives5. Discuss the demographic approach to
segmenting consumer markets.6. Outline the psychographic approach to
segmenting consumer markets.7. Describe product-related segmentation.
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4© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Objectives8. Discuss the four basic strategies for
reaching target markets.9. Summarize the types of positioning
strategies, and explain the reasons for positioning and repositioning products.
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5© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Introduction▮ Market - Group of people with sufficient
purchasing power, authority, and willingness to buy
▮ Target market - Group of people a firm believes is most likely to buy its goods and services
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6© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Types of Markets▮ Consumer products - Products bought by
ultimate consumers for personal use▮ Business products - Goods and services
purchased for use either directly or indirectly in the production of other goods and services for resale
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7© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Types of Markets▮ A product can be either a consumer product
or business product, depending on its use• Example: Tires can be purchased by consumers
for the family car or by General Motors for its production line
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8© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
The Role of Market Segmentation▮ Marketing strategies must be adjusted to
meet the needs of different consumer groups
▮ Market segmentation - Division of the total market into smaller, relatively homogenous groups
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9© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Criteria for Effective Segmentation▮ The market segment must present
measurable purchasing power and size▮ Marketers must find a way to effectively
promote and serve the market segment▮ Segment must be sufficiently large to offer
good profit potential▮ Firm must aim for segments that match its
marketing capabilities
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10© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Segmenting Consumer Markets• Geographic segmentation• Demographic segmentation• Psychographic segmentation• Product-related segmentation
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Chapter 9 Marketing Segmentation, Targeting and Positioning
Geographic Segmentation▮ Division of an overall market into
homogenous groups based on their locations▮ Marketers look at:• Economic variables• Geographic indicators• Migration patterns
▮ Pay close attention to fastest-growing states
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12© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Geographic Segmentation▮ Government now classifies urban data using
several categories• Core based statistical area (CBSA)• Metropolitan statistical area (MSA)• Micropolitan statistical area• Consolidated metropolitan statistical area
(CMSA)• Primary metropolitan statistical area
(PMSA)
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13© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Using Geographic Segmentation▮ Marketers focus on core regions, those
from which they draw 40 to 80 percent of sales
▮ Residence location within a region is an important variable
▮ Provides useful distinctions when regional preferences or needs exist
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14© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Geographic Information Systems (GISs)▮ Computer systems that assemble, store,
manipulate, and display data by location▮ Simplifies the job of analyzing geographic
marketing information
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15© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Geographic Information Systems (GISs)▮ Number of companies benefit from using a
GIS• Locate new outlets• Assign sales territories• Plan distribution centers• Map out the most efficient delivery routes• Example: Google Earth, allows users to view
different parts of the country at a close up
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16© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Demographic Segmentation▮ Division of an overall market into
homogenous groups based on:• Gender and age• Income and occupation• Education• Sexual orientation• Household size• Stage in the family life cycle
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17© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Segmenting by Gender▮ Lines blurring in recent years▮ Example: Men buying skin-care products
and women buying power tools and trucks▮ Female consumers who regularly use the
Internet make most of the decisions about retail items
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18© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Segmenting by Age▮ Has become blurred as consumers’ roles
and needs change• Example: St. Joseph’s baby aspirin now
marketed to adults to help prevent heart disease
▮ School-age children have significant influence over family purchases
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19© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Tweens and Teens▮ Influence billions of dollars of family
purchases▮ Marketers could describe this group as
being interactive▮ Companies that target this group have
expanded their product lines
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20© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Generation X▮ Born between 1968 and 1979▮ Family-oriented, well educated, and
optimistic▮ TV is an important marketing tool▮ Prefer goods and services that support
certain causes
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21© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Baby Boomers▮ Born between 1946 and 1964▮ Popular segment because of their numbers
and income levels▮ Lucrative segment for many marketers
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22© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Seniors▮ High discretionary income▮ High rates of home ownership▮ Spend money conservatively, but indulge in
luxury▮ Not likely to be the first to try new products
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23© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
The Cohort Effect▮ Tendency of members of a generation to be
influenced and bound together by significant events in their formative year• Ages 17 to 22
▮ The current cohort (born during the late 1970s to the early 1990s) may be the most cohesive to date• Generation Y, the Millennial Generation, Generation
Next, Echo Boomers, and the 9–11 Generation• Video Game Generation
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24© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Hispanics and African Americans▮ Largest ethnic/minority groups in U.S.▮ Hispanic population is growing much faster
than the African American population▮ Many companies find it a challenge to reach
Hispanic consumers and turn them into customers
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25© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Asian Americans▮ Fastest growing segment of the U.S.
population▮ Fastest-growing income▮ Population is concentrated in fewer
geographic areas than other ethnic markets▮ Very diverse group
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26© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Native Americans▮ Current population 5 million, 1.7 percent of
the total U.S. population▮ Businesses are growing
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27© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
People of Mixed Race▮ The ability to select more than one racial
category on census forms has been recently introduced
▮ About 9 million U.S. residents classify themselves this way
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28© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Segmenting by Family Life Cycle Stages▮ Family lifecycle - Process of family
formation and dissolution▮ Life stage, not age, is primary concern of
marketer▮ Empty nesters may have higher disposable
incomes and spend more on premium items▮ Increase in "boomerangs"—grown children
who have returned home to live with their parents
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29© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Segmenting by Household Type▮ Average household size in U.S. has
decreased from 5.8 in 1790 to less than 3 today
▮ U.S. households embody a wide range of diversity
▮ Growing number of same-sex couples who share households
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30© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Segmenting by Income and Expenditure Patterns▮ Engel’s laws - As household income
increases:• A small percentage of expenditures goes for
food• Percentage spent on housing, household
operations, and clothing remains constant• Percentage spent on recreational and
educational items increases
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31© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Demographic Segmentation Abroad▮ Source of global demographic information• International Programs Center (IPC) at the U.S.
Census Bureau
▮ Private marketing research firms can supplement government data
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32© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
What is Psychographic Segmentation?▮ Division of a population into groups that
have similar attitudes, values, and lifestyles▮ AIO statements - Items on lifestyle surveys
that describe various activities, interests, and respondents’ opinions
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33© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Psychographic Segmentation of Global Markets▮ Roper ASW identified six psychographic
consumer segments that exist in 35 countries studied:• Strivers - Value professional and material goals
more than the other groups• Devouts - Value duty and tradition• Altruists - Emphasize social issues and societal
well-being
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34© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Psychographic Segmentation of Global Markets• Intimates - Value family and personal
relationships• Fun seekers - Focus on personal enjoyment and
pleasurable experiences• Creatives - Seek education, technology, and
knowledge
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35© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Using Psychographic Segmentation▮ Quantify aspects of consumers’
personalities and lifestyles▮ Plan and promote more effectively▮ Acts as a good supplement to geographic
and demographic segmentation
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36© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Product-Related Segmentation▮ Division of a population into homogeneous
groups based on their relationships to a product
▮ Segmenting by benefits sought• Focuses on the benefits people expect from
using the product• Example: Women who work out at Curves want
to look their best and feel healthy
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37© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Product-Related Segmentation▮ Segmenting by usage rates• 80/20 principle (Praedo’s law) - 80 percent of
a product’s revenues come from 20 percent of its customers
• Marketers may target heavy, moderate, light users or nonusers
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38© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9 Marketing Segmentation, Targeting and Positioning
Product-Related Segmentation▮ Segmenting by brand loyalty• Example: Frequent purchaser programs
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Chapter 9 Marketing Segmentation, Targeting and Positioning
Product-Related Segmentation▮ Using multiple segmentation bases• Segmentation helps marketers increase their
accuracy in reaching the right markets• Segmentation helps marketers to know their
potential customers better
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Chapter 9 Marketing Segmentation, Targeting and Positioning
The Market Segmentation Process▮ Develop a relevant profile for each segment• In-depth analysis helps managers accurately
match buyers’ needs with the firm’s marketing offerings
▮ Forecast market potential• Market potential sets the upper limit on the
demand competing firms can expect from a segment
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Chapter 9 Marketing Segmentation, Targeting and Positioning
The Market Segmentation Process▮ Forecast probable market share• Comes from analysis of competitors’ market
position and development of marketing strategy
▮ Select specific market segments• Use demand forecasts and cost projections to
determine profits and the return on investment from each segment
• Marketers weigh more than monetary costs and benefits
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Chapter 9 Marketing Segmentation, Targeting and Positioning
Strategies for Reaching Target Markets▮ Undifferentiated marketing• Strategy that focuses on producing a single
product and marketing it to all customers; also called mass marketing
▮ Differentiated marketing• Strategy that focuses on producing several
products and pricing, promoting, and distributing them with different marketing mixes designed to satisfy smaller segments
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Chapter 9 Marketing Segmentation, Targeting and Positioning
Concentrated Marketing▮ Focusing marketing efforts on satisfying a single
market segment; also called niche marketing▮ Approach can appeal to small firms or to firms
that offer highly specialized goods and services
▮ Example: Peanut Butter & Co, which appeals to peanut butter lovers
▮ Can backfire if competitors target the same niche or if market decreases
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Chapter 9 Marketing Segmentation, Targeting and Positioning
Micromarketing▮ Targeting potential customers at very
narrow, basic levels▮ Internet makes micromarketing more
effective▮ Firms can suffer if market is too small and
specialized to be profitable
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Chapter 9 Marketing Segmentation, Targeting and Positioning
Selecting and Executing a Strategy▮ Basic determinants of marketing strategy• Company resources• Product homogeneity• Stage in the product lifestyle• Competitors’ strategies
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Chapter 9 Marketing Segmentation, Targeting and Positioning
Positioning▮ Placing a product at a certain point or
location within a market in the minds of prospective buyers
▮ Possible approaches • Attributes• Price/quality• Competitors• Application• Product user/class
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Chapter 9 Marketing Segmentation, Targeting and Positioning
Positioning▮ Distinguishes firm’s offerings from its
competitors’▮ Marketers may develop a positioning map
and reposition a product as necessary
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Chapter 9 Marketing Segmentation, Targeting and Positioning
Nederlander Video
http://www.cengage.com/marketing/book_content/boone_9781133628460/videos/ch09.html