market segmentation and strategic targeting l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Market Segmentation and Strategic Targeting PowerPoint Presentation
Download Presentation
Market Segmentation and Strategic Targeting

Loading in 2 Seconds...

play fullscreen
1 / 33

Market Segmentation and Strategic Targeting - PowerPoint PPT Presentation


  • 861 Views
  • Uploaded on

Market Segmentation and Strategic Targeting. CHAPTER THREE. Learning Objectives. To Understand Why Market Segmentation Is Essential. To Understand the Criteria for Targeting Selected Segments Effectively. To Understand the Bases for Segmenting Consumers.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Market Segmentation and Strategic Targeting' - mora


An Image/Link below is provided (as is) to download presentation

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.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
learning objectives
Learning Objectives
  • To Understand Why Market Segmentation Is Essential.
  • To Understand the Criteria for Targeting Selected Segments Effectively.
  • To Understand the Bases for Segmenting Consumers.
  • To Understand How Segmentation and Strategic Targeting Are Carried Out.

Chapter Three Slide

this ad targets runners who are physically active people and also relish the outdoors
This Ad Targets Runners Who Are Physically Active People and Also Relish the Outdoors.

Chapter Three Slide

why segmentation is necessary
Why Segmentation is Necessary
  • Consumer needs differs
  • Differentiation helps products compete
  • Segmentation helps identify media

Chapter Three Slide

positioning
Positioning

The value proposition, expressed through promotion, stating the product’s or service’s capacity to deliver specific benefits.

Chapter Three Slide

which distinct benefit does each of the two brands shown in this figure deliver
Which Distinct Benefit Does Each of the Two Brands Shown in This Figure Deliver?

Chapter Three Slide

the dentyne ad s benefit is fresh breath and the nicorette ad is whitening and smoking cessation
The Dentyne Ad’s Benefit is Fresh Breath and the Nicorette Ad is Whitening and Smoking Cessation

Chapter Three Slide

bases for segmentation
Bases for Segmentation

Chapter Three Slide

discussion questions
Discussion Questions
  • Considering the largest bank in your college’s city or town:
    • How might consumers’ needs differ?
    • What types of products might meet their needs?
    • What advertising media makes sense for the different segments of consumers?

Chapter Three Slide

demographic segmentation
Demographic Segmentation

Chapter Three Slide

discussion questions14
Discussion Questions
  • What types of marketers might segment according to social class?
  • What ethical issues might marketers have when marketing to different social classes?

Chapter Three Slide

geodemographic segmentation
Geodemographic Segmentation
  • Based on geography and demographics
  • People who live close to one another are similar
  • “Birds of a feather flock together”

Chapter Three Slide

personality traits
Personality Traits
  • People often do not identify these traits because they are guarded or not consciously recognized
  • Consumer innovators
    • Open minded
    • Perceive less risk in trying new things

Chapter Three Slide

lifestyles
Lifestyles
  • Psychographics
  • Includes activities, interests, and opinions
  • They explain buyer’s purchase decisions and choices

Chapter Three Slide

discussion questions19
Discussion Questions
  • How might you differ from a person with similar demographics to yourself?
  • How would this be important for marketers?

Chapter Three Slide

vals figure 3 4
VALS – Figure 3.4

Chapter Three Slide

socio cultural values and beliefs
Socio-Cultural Values and Beliefs
  • Sociological = group
  • Anthropological = cultural
  • Include segments based on
    • Cultural values
    • Sub-cultural membership
    • Cross-cultural affiliations

Chapter Three Slide

consumption specific segmentation usage behavior
Consumption-Specific SegmentationUsage-Behavior
  • Usage rate
    • Awareness status
    • Level of involvement

Chapter Three Slide

consumption specific segmentation usage behavior25
Consumption-Specific SegmentationUsage-Behavior
  • Usage-situation segmentation
    • Segmenting on the basis of special occasions or situations
    • Example : When I’m away on business, I try to stay at a suites hotel.

Chapter Three Slide

this is an example of a situational special usage segmentation
This is an Example of a Situational Special Usage Segmentation.

Chapter Three Slide

benefits segmentation
Benefits Segmentation
  • Benefits sought represent consumer needs
  • Important for positioning
  • Benefits of media

Chapter Three Slide 28

brand loyalty and relationships
Brand Loyalty and Relationships
  • Brand loyalty includes:
    • Behavior
    • Attitude
  • Frequency award programs are popular
  • Customer relationships can be active or passive
  • Retail customers seek:
    • Personal connections vs. functional features
  • Banking customers seek:
    • Special treatment
    • Confidence benefits
    • Social benefits

Chapter Three Slide

implementing segmentation strategies
Implementing Segmentation Strategies
  • Micro- and behavioral targeting
    • Personalized advertising messages
    • Narrowcasting
      • Email
      • Mobile
    • Use of many data sources

Chapter Three Slide

implementing segmentation strategies33
Implementing Segmentation Strategies
  • Concentrated Marketing
    • One segment
  • Differentiated
    • Several segments with individual marketing mixes
  • Countersegmentation

Chapter Three Slide