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CHAPTER 6-MARKET SEGMENTATION & MARKETING MIX

CHAPTER 6-MARKET SEGMENTATION & MARKETING MIX. IMPORTANCE OF SEGMENTATION. IDENTIFYING HOMOGENOUS UNITS WITH COMMON CHARACTERISTICS AGGREGATING THE UNITS INTO LARGER SEGMENTS EXHIBIT 6-1(P 171) METHODS OF SEGEMENTING MARKET. BEHAVIORISTIC SEGMENTATION. USER STATUS

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CHAPTER 6-MARKET SEGMENTATION & MARKETING MIX

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  1. CHAPTER 6-MARKET SEGMENTATION & MARKETING MIX

  2. IMPORTANCE OF SEGMENTATION • IDENTIFYING HOMOGENOUS UNITS WITH COMMON CHARACTERISTICS • AGGREGATING THE UNITS INTO LARGER SEGMENTS • EXHIBIT 6-1(P 171) METHODS OF SEGEMENTING MARKET

  3. BEHAVIORISTIC SEGMENTATION • USER STATUS • USAGE RATE VARIABLES: HEAVY USER-LIGHT USER • PURCHASE OCCASION • BENEFIT SOUGHT-SUCCESFUL AD CAMPAIGNS

  4. GEOGRAPHIC SEGMENTATION • POPULATION SHIFT • ETHNIC CONCENTRATION • SEASONAL PRODUCTS

  5. DEMOGRAPHIC SEGMENTATION • MOST POPULAR METHOD • AGE,INCOME,ETHNICITY,SEX,RELIGION ETC • EXHIBIT 6-4 P175 HEAVY USAGE BY AGE GROUP • GEO-DEMOGRAPHIC SEGMENTATION-PURCHASING POWER OF OLDER GENERATION

  6. PSYCHOGRAPHIC SEGMENTATION • VALUE AND LIFE-STYLE ANALYSIS VALIDITY • VALS CLASSIFICATION (EX 6-5 P 177) • PRINCIPLE ORIENTED • STATUS ORIENTED • ACTION ORIENTED • TRADITIONAL VALUES CLASSIFICATION RELEVENT

  7. LIMITATIONS OF SEGMENTATION • EXIBIT 6.6 P 179-TOP TEN VALUES SHARED BY PEOPLE

  8. BUSINESS SEGMENTATION • BY LOCATION • BY END USERS • BY NUMBER AND SIZE OF BUYERS • NORTH AMERICAN INDUSTRIAL CLASSIFICATION

  9. SEGMENTATION STRATEGIES • DETERMINE PRIMARY DEMAND • REQUIREMENTS FOR EFFECTIVE SEGMENTATION • COMBINE GROUPS TO BUILD TARGET MARKET SEGMENTS

  10. TARGET MARKETING AND MARKETING MIX • PRODUCT LIFE CYCLE-USING PULL AND PUSH STRATEGIES • PRODUCT CLASSIFICATION-BY MARKETS,BY PURCHASING HABITS-BY RATE OF CONSUMPTION-BY PHYSICAL ATTRIBUTES(6-11 P188) • INTANGIBLE PRODUCT-SERVICE

  11. PRODUCT (CONT) • PRODUCT POSITIONING • POSITIONING BY ATTRIBUTES,PRICE,COMPETITIVE ADVANTAGE,APPLICATION,PRODUCT USE,PRODUCT CLASS • PRODUCT DIFFERENTIATION-PERCEPTIBLE DIFFERENCES-HIDDEN DIFFERNCES-INDUCED DIFFERENCES

  12. PRODUCT(CONT) • PRODUCT BRANDING • RELEVENCY TO NATIONAL AND LOCAL ADVERTISING • BUILDING BRAND LOYALTY • PRODUCT PACKAGING-OBJECTIVES • CONTAINMENT,PROTECTION,CONVENIENCE,APPEAL,ECONOMY • LEGAL REQUIREMENTS

  13. ADVERTISING AND PRICING • KEY FACTORS INFLUENCING THE PRICING • MARKET DEMAND • PRODUCTION AND DISTRIBUTION COSTS • COMPETITION • CORPORATE OBJECTIVES AND STRATEGIES • LEGAL ENVIRONMENT

  14. ADVERTISING AND DISTRIBUTION • DIRECT DISTRIBUTION-NETWORK MARKETING • INDIRECT DISTRIBUTION • DISTRIBUTION STRATEGIES-INTENSIVE,SELECTIVE AND EXCLUSIVE

  15. ADVERTISING AND OTHER PROMTIONAL MIX • ADVERTISING COMPLIMENTS OTHER PROMOTIONAL MIX • PERSONAL SELLING • SALES PROMOTION • PUBLICITY AND PUBLIC RELATIONS

  16. IMPORTANCE TO ADVERTISING SUCCESS • HIGH PRIMARY DEMAND TREND • SIGNIFICANT PRODUCT DIFFERENTIATION • HIDDEN QUALITIES HIGHLY IMPORTANT TO CONSUMERS • STRONG EMOTIONAL APPEALS • BUDGET TO SUPPORT ADVERTISING

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