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Gilbert A. Churchill, Jr. J. Paul Peter

Marketing. Chapter 8. Market Segmentation. Gilbert A. Churchill, Jr. J. Paul Peter. Basic Definitions. Slide 8-1. Definition. Approach . Individuals or organizations with the desire and ability to buy goods and services. Market. Market Segmentation.

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Gilbert A. Churchill, Jr. J. Paul Peter

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  1. Marketing Chapter 8 Market Segmentation Gilbert A. Churchill, Jr. J. Paul Peter

  2. Basic Definitions Slide 8-1 Definition Approach Individuals or organizations with the desire and ability to buy goods and services Market MarketSegmentation The process of dividing a market into groups of potential buyers who have similar needs and wants, value perceptions, or purchasing behavior The particular market segment that the organization selects to serve. TargetMarket

  3. Approaches to Serving Markets Slide 8-2 Table 8.1 Description Examples Approach A single marketing mix for the entire market Mass Marketing Phone service, WEB pages Women's Workout World (exercise facilities for women); American Association for Retired Persons (lobbying and membership services for people over 50) Niche Marketing A single marketing mix for one segment of the market SegmentMarketing McDonald’s (Happy Meals for young children, Big Macs for Teens, Arch Deluxe for adults); Toshiba copiers (several sizes and features to meet different levels of business needs) Differentiated Marketing Separate marketing mixes for two or more segments of the market Personalized amenities for repeat guests at Ritz-Carlton hotels; management consulting services tailored to an organization’s needs IndividualMarketing A marketing mix customized for an individual or organization

  4. Slide 8-3 Market Segmentationused to develop a competitive advantage Market Potential - the total purchases that buyers in a segment will likely make during a specified period of time, given a specified level of marketing activity Measurability - be able to measure its size and characteristics Criteria for Successful Market Segmentation Accessibility - be able to reach members of target segment with customized marketing mixes Responsiveness - respond differently to some aspect of the 4P than other segments

  5. Slide 8-4 P & G Segmentation - Detergent Market53% market share of the $3.2 billion market TIDE - “Tide’s in, dirt out” IVORY SNOW - “mild, gentle soap for baby clothes ARIEL - “tough cleaner” CHEER - “all temperature - Cheer” DREFT - “a clean you can trust” BOLD- “cleans, soften,and controls static” SOLO - “liquid detergent with fabric softener GAIN - “freshens like sunshine” ERA - “built-in stain remover” DASH - “attack tough dirt” OXYDOL - “makes clothes bright”

  6. Mass/Undifferentiated Marketing Slide 8-5 The Market Product Price Everyone Placement Promotion

  7. Niche Marketing Slide 8-6 The Market Product Price MarketSegment Placement Promotion

  8. Differentiated Marketing Slide 8-7 The Market Product Price MarketSegment Placement Promotion Product Price MarketSegment Placement Promotion

  9. Individual Marketing Slide 8-8 The Market Product Price Customer Placement Promotion Product Price Customer Placement Promotion Product Price Customer Placement Promotion Product Price Customer Placement Promotion

  10. Some Bases for Segmenting Consumer Markets Slide 8-9 Table 8.2 LevisDockers Demographic Geographic CampbellSoup SouthwestAirlines Behavior Segmentation Benefit Psychological ColgateToothpaste Frito-LaySnacks

  11. VALS2 Lifestyle Categories - Consumer Markets Slide 8-10 Figure 8.2 Resources Abundant Actualizers Achievers Experiencers Fulfilleds Strivers Makers Believers Strugglers Minimal Self-Orientation PrincipalOriented StatusOriented ActionOriented

  12. Some Bases for Segmenting Organizational Markets Slide 8-11 Table 8.3 IntelComputer Chips Geographic Segmentation OrganizationalBuyerBehavior CustomerType Apple ComputerNewton PocketComputer Flowers IndustriesBaked Goods

  13. The Process of Market Segmentation Slide 8-12 Figure 8.5 Analyze CustomerProduct Relationship Investigate Segmentation Bases Develop ProductPositioning Select Segmentation Strategy

  14. Slide 8-13 Product Position Attribute BMW - performance The perception of the product relative to competing products in the minds of potential buyers. Price and Quality Dillards VS KMart Use or Application Gatorate Positioning Bases Product User J&J Baby Shampoo Product Class Parkay, Caress Competitor VISA VS AMEX

  15. Sample Positioning Map: Automobiles Slide 8-14 Figure 8.6 Luxurious •Lexus •Mercedes Cadillac• •Porsche •BMW Lincoln• •Chrysler •Pontiac •Buick Oldsmobile• Traditional Sporty •Chevrolet Mercury• Ford• •Nissan Dodge• •Toyota •Saturn Plymouth• •VW Functional

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