Professional Documents
Culture Documents
chapter 7
Harcourt, Inc.
Objectives
Understand
Objectives
Discuss
segmentation criteria,
strategies, bases, and information
sources
Understand market profiling and
positioning strategies
Discuss differences for business
and international marketing
Dr. Rosenbloom
What is a market?
Individuals
or organizations
who:
Market
Segmentation
Market Segmentation
Mass
Market
Niche
Standardized
Marketing
Mix
Niche
Micromarketing
Micromarketing
Dr. Rosenbloom
The
Individual
Personalization
Target Marketing
Advantages
Target Marketing
Disadvantages
Select Positioning
Strategy
Develop and Implement
Appropriate Marketing Mix
Dr. Rosenbloom
Market Criteria
Segmentable
markets are:
Heterogeneous
Measurable
Substantial
Actionable
Companies must be able to respond to
preferences with an appropriate marketing mix
Accessible
Market must be efficiently reachable
Dr. Rosenbloom
External Factors
Stage
Dr. Rosenbloom
Segmentation Variables
Demographic
Segmentation
Segmentation
Geographic
Segmentation
Situation
Segmentation
Psychographic
Behavior/Usage
Segmentation
Segmentation
Benefits-Sought
Dr. Rosenbloom
Demographic Segmentation
Income Level
Age
Family
Ethnicity
Education
Dr. Rosenbloom
Demographic Segmentation
Age
Dr. Rosenbloom
Demographic Segmentation
Age
Dr. Rosenbloom
Demographic Segmentation
Income
Level
Dr. Rosenbloom
Demographic Segmentation
Income
Level
Dr. Rosenbloom
Demographic Segmentation
Bartles and James
Dr. Rosenbloom
Demographic Segmentation
Family
Functions Of Advertising
KinderCare
Dr. Rosenbloom
Demographic Segmentation
Family
Demographic Segmentation
Education
Dr. Rosenbloom
Demographic Segmentation
Ethnicity
Dr. Rosenbloom
Demographic Segmentation
Ethnicity
Dr. Rosenbloom
Segmentation Variables
Demographic
Segmentation
Segmentation
Geographic
Segmentation
Situation
Segmentation
Psychographic
Behavior/Usage
Segmentation
Segmentation
Benefits-Sought
Dr. Rosenbloom
Geographic Segmentation
When
Dr. Rosenbloom
Geographic Segmentation
When
Dr. Rosenbloom
Geographic Segmentation
Metropolitan
Statistical Areas
Dr. Rosenbloom
Geographic Segmentation
Primary
Metropolitan Statistical
Areas
Dr. Rosenbloom
Geographic Segmentation
Consolidated
Metropolitan
Statistical Area
Dr. Rosenbloom
Segmentation
Geographic
Segmentation
Situation
Segmentation
Psychographic
Behavior/Usage
Segmentation
Segmentation
Benefits-Sought
Dr. Rosenbloom
Psychographic Segmentation
Grouping customers together
based on social class,
lifestyles and psychological
characteristics (attitudes,
interests and opinions)
PRIZM analysis from Claritas
Dr. Rosenbloom
Segmentation
Geographic
Segmentation
Situation
Segmentation
Psychographic
Behavior/Usage
Segmentation
Segmentation
Benefits-Sought
Dr. Rosenbloom
Benefits-Sought Segmentation
Markets
can be
segmented based
on the benefits that
consumers desire
from using a
specific product
Dr. Rosenbloom
Benefits-Sought Segmentation
American Pork
Council
Dr. Rosenbloom
Bozell, Incorporated
Segmentation
Geographic
Segmentation
Situation
Segmentation
Psychographic
Behavior/Usage
Segmentation
Segmentation
Benefits-Sought
Dr. Rosenbloom
Situation Segmentation
Purchase
situation or occasion
Physical surroundings
Social surroundings
Temporal perspective
How much time to make a purchase?
Task definition
Pre-purchase attitude
Dr. Rosenbloom
Segmentation
Geographic
Segmentation
Situation
Segmentation
Psychographic
Behavior/Usage
Segmentation
Segmentation
Benefits-Sought
Dr. Rosenbloom
Behavior/Usage Segmentation
Heavy Users
20%
Dr. Rosenbloom
Segmentation Data
Internal
sources
External
sources
Positioning Strategy
Differentiation
through:
Dr. Rosenbloom
Positioning Strategy
Differentiation
Differentiation
through:
through:
Symbol - use of a
symbol or icon to
position a product
in the consumer
consciousness
Positioning Strategy
Differentiation
through:
Dr. Rosenbloom
Positioning Strategy
Differentiation
through:
Dr. Rosenbloom
Positioning Strategy
Differentiation
through:
Competition comparisons to a
products
competition
(directly or
indirectly)
Dr. Rosenbloom
Operating
Characteristics
Purchasing
Approaches
Situational
Factors
Buyers
Personal Characteristics
Dr. Rosenbloom
Political/Legal
Cultural
segments transcend
national borders
Market Segmentation
Differentiated
Concentrated
Undifferentiated
Dr. Rosenbloom
Differentiated Marketing
Differentiated
Marketing
An organization
targets multiple
market
segments and
develops
segment
specific mixes
Dr. Rosenbloom
Concentrated Marketing
Concentrated
Marketing
When an
organization
concentrates its
marketing
efforts on a
smaller segment
of a larger
market
Dr. Rosenbloom
Undifferentiated Marketing
Undifferentiated
Marketing
An organization
develops one
strategy
appropriate for
all members of
the total market
Dr. Rosenbloom