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www.mhhe.com/fourps CHAPTER THREE Focusing Marketing Strategy with Segmentation and Positioning For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Focusing Marketing Strategy with Segmentation and Positioning Target

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chapter three

www.mhhe.com/fourps

CHAPTER THREE

Focusing Marketing Strategy with Segmentation and Positioning

For use only withPerreault/Cannon/McCarthy or Perreault/McCarthy texts.

© 2008 McGraw-Hill Companies, Inc.

McGraw-Hill/Irwin

focusing marketing strategy with segmentation and positioning exhibit 3 1
Focusing Marketing Strategy with Segmentation and Positioning (Exhibit 3-1)
  • Segmentation
  • Defining markets
  • Dimensions to use
  • Identifying segments
  • Identifying segments to target
  • Segmentation approaches
  • Positioning
  • Understanding customer’s view
  • Positioning techniques
  • Evaluating segment preferences
  • Differentiating the marketing mix
  • Relationship between
  • positioning & targeting
naming product markets and generic markets

Product Type

Customer Needs

Product-MarketDefinition

Geographic Area

Customer Type

Naming Product Markets and Generic Markets

Customer Needs

Product Type

Customer Type

No Product Type in Generic Market Definition

search for opportunities can begin by understanding markets exhibit 3 3

Selecting

target

marketing

approach

Single

Segmenting

target

into possible

Narrowing down to

specific product-market

market

target markets

approach

Multiple

One

broad

product-

market

Homogeneous

(narrow)

product-

markets

All

customer

needs

Some

generic

market

target

market

approach

Combined

target

market

approach

Search for Opportunities Can Begin by Understanding Markets (Exhibit 3-3)
target marketers aim at specific targets exhibit 3 6

In a product-market area

A segmenter

A combiner

Using single target market approach – can aim at one submarket with one marketing mix

Using multiple target market approach – can aim at two or more submarkets with different marketing mixes

Using combined target market approach – can aim at two or more submarkets with the same marketing mix

Target Marketers Aim at Specific Targets (Exhibit 3-6)
segmenting vs combining

Combiners Try to Satisfy “Pretty Well”

Profit Is the Balancing Point

Too Much Combining Is Risky

Segment or Combine?

Segmenters Try to Satisfy “Very Well”

Segmenting May Produce Bigger Sales

Segmenting vs. Combining

Combiners Try to Satisfy “Pretty Well”

Too Much Combining Is Risky

Key

Issues

Segment or Combine?

Segmenters Try to Satisfy “Very Well”

Segmenting May Produce Bigger Sales

behavioral dimensions for segmenting consumer markets

Needs

Information required

Benefits sought

Benefits sought

Type of problem-solving

Thoughts

Type of problem-solving

Thoughts

Behavioral

Segmenting

Dimensions

Rate of use

Kind of shopping

Rate of use

Kind of shopping

Brand familiarity

Purchase relationship

Purchase

relationship

Behavioral dimensions for segmenting consumer markets

Needs

Brand familiarity

demographic dimensions for segmenting consumer markets

Income

Income

Sex or age

Sex or age

Family size or family life cycle stage

Family size or family life cycle stage

Occupation or education

Occupation or education

Ethnicity or social class

Demographic dimensions for segmenting consumer markets

Demographic Segmentation Dimensions

segmenting business markets
Segmenting business markets

Kind of relationship

Kind of relationship

Type of customer

Type of customer

Segmenting Dimensions for Business Markets

Demographics

Demographics

Purchasing methods

How customers will use the product

How customers will use the product

Type of buying situation

Type of buying situation

what dimensions are used to segment markets

Qualifying

Dimensions

Determining

Dimensions

  • Affect the customer’s purchase of a product or brand
  • Can be further segmented
  • Relevant to including a customer type in a product-market
  • Help identify “core benefits”
What Dimensions Are Used to Segment Markets?

OR

segmenting product markets

Select (name) the broad product-market

Select (name) the broad product-market

Identify potential

customer Needs

Form homogeneous

submarkets

Identify

determining dimensions

Name possible

product-markets

Evaluate product-market

segments

Estimate size of each

product-market segments

Segmenting Product Markets

Identify potential

customer needs

Best

Practice

Approach

for

Segmenting

Product-Markets

Form homogeneous

submarkets

Identify

determining dimensions

Name possible

product-markets

Evaluate product-market

segment behaviors