Segmentation, Targeting, and Positioning Segmentation Product positioning strategy Bases for segmentation Positioning Targeting Repositioning Definition
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
Segmentation: “Aggregating prospective buyers into groups that (1) have common needs and (2) will respond similarly to a marketing action.”
Although not all these consumers are completely alike, they share relatively similar needs and wants
Marketing action: involves efforts, resources, and decisions--product, distribution, promotion,
--e.g., Ritz Carlton
fast food restaurants
Usage rates and status
“80/20” rule—20% of consumers may account for 80% of consumption
Preferred shopping outletsBases for Segmentation: Behavior and Buying Situations
Typical behaviors of these consumers. Circumstances may involve occasional variations.
Lunch; not dinner
Good for children
NOTE: Repositioning is difficult. It will take a great deal of advertising support. There is no guarantee that consumers will cooperate!