Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

MKTG Ch. 6 - Marketing Segmentation

No description
by

Ryan Pierce

on 26 September 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of MKTG Ch. 6 - Marketing Segmentation

Geographic
Demographic
Behavioral
Psychographic
Market
Segmentation

Market Targeting
Market
Positioning

identification of clusters of consumers that respond in a similar fashion to a company’s marketing strategies
these consumers would respond well to a product and related marketing mix
Levels of Segmentation
Bases for Segmentation
Mass Marketing
Segment Marketing
Micromarketing
AGE
Gender
Ethnicity
Income
Education
Occupation
Social Class
LIFE CYCLE STAGE
Household Size
country
region
state
city
neighborhood
climate
Lifestyles
Values
Attitudes
Interests
Opinions
Cultural Variables
- religion
- norms
- language
identify clusters of consumers who seek the same product benefits or
who use or consume the product in a similar fashion
Benefit
What is my motivation?
Usage Rate
User Status
Loyalty
Buyer-readiness
Occasion
How often would I use this product?
What is my relationship to the product?
ex-user
potential user
first-time user
regular user
use competitor's product
non-user
occasional user
medium user
heavy user
brand preference
commitment
allegiance
retention
engage in repeat purchase
no awareness
aware and may purchase in the future
aware but will never purchase
aware and want more information
aware but cannot afford
aware and intend to buy
What are my intentions?
+
=
Positioning Maps
Competitor Positioning
-process of comparing a firm's brand directly or indirectly with its competition
Product Class Positioning
-used to differentiate a company as a leader in a product category
Product User Positioning
-focuses on the product "user" rather than on the product
Use or Application Positioning
-marketing a precise product application that differentiates it in the consumer's mind from other products that have a more general use
Price/Quality Positioning
-products and services are positioned as offering the best value for the money
Attribute/Benefit Positioning
-communicates product attributes and benefits, differentiating each brand from the other company brands and from those of competitors
-placing the brand in the consumer's mind in relation to other competing products, based on product traits and benefits that are relevant to the consumer
Differentiated Marketing Strategy
Concentrated Marketing Strategy
Undifferentiated Marketing Strategy
-identifying market segments with different preferences for a particular product category and targeting each segment with different brands and different marketing strategies
-selecting only one market segment and targeting it with one single brand
-aiming the product at the market using a single strategy regardless of the number of segments
Segmenting Business Markets
Requirements for Successful Segmentation
uses similar traits to consumer segmentation
example demographics: firm size and industry sector
4 additional behavioral segments for business:
relationship-seeking
price-sensitive
high-expectation
customer-focus needs
Measurability
Substantiality
Stability
Accessibility
Actionability
Differential Response
Is the segment large enough and profitable enough for the investment?
Full transcript