kotler framework 5e_07_sppt
TRANSCRIPT
Framework for Marketing Management
7Identifying
Market Segments and Targets
1
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Chapter Questions
In what ways can a company divide a consumer or business market into segments?
How should a company choose the most attractive target markets?
What are the different levels of market segmentation?
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Effective Targeting Requires…
Identify and profile distinct groups of buyers who differ in their needs and preferences
Select one or more market segments to enter Establish and communicate the distinctive
benefits of the market offering
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What is a Market Segment?
A market segment consists of a group of customers who share a similar set of
needs and wants.
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Segmenting Consumer Markets
Geographic
Demographic
Psychographic
Behavioral
Geographic Segmentation
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Demographic Segmentation
Age and life cycle Life stage Gender Income Generation Social class Race and Culture
Age and Lifecycle Stage
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Gender and Income
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Generational Influences
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Race and Culture
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Psychographic Segmentation and The VALS Framework
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Behavioral Segmentation Based on Needs and Benefits
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Behavioral Segmentation: Decision Roles
Initiator
Influencer
Decider
Buyer
User
Behavioral Segmentation: Behavioral Variables
Occasions Benefits User Status Usage Rate
Buyer-Readiness Loyalty Status Attitude
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Figure 7.2 Example of a Brand Funnel
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Segmenting for Business Markets
Demographic Operating variable Purchasing approaches Situational factors Personal characteristics
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Steps in Segmentation Process
Need-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test Market mix strategy
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Effective Segmentation Criteria
Measurable Substantial Accessible Differentiable Actionable
Porter’s 5 Forces Model
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Threat of Rivalry
Threat of SupplierBargaining Power
Threat of Buyer Bargaining Power
Threat of New Entrants
Threat of Substitutes
Figure 7.3 Possible Levels of Segmentation
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For Review
In what ways can a company divide a consumer or business market into segments?
How should a company choose the most attractive target markets?
What are the different levels of market segmentation?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 7-22