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MKTG Ch. 6 - Marketing Segmentation
Transcript of MKTG Ch. 6 - Marketing Segmentation
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
LIFE CYCLE STAGE
identify clusters of consumers who seek the same product benefits or
who use or consume the product in a similar fashion
What is my motivation?
How often would I use this product?
What is my relationship to the product?
use competitor's product
engage in repeat purchase
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?
-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
-products and services are positioned as offering the best value for the money
-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:
Is the segment large enough and profitable enough for the investment?