Académique Documents
Professionnel Documents
Culture Documents
Market Segmentation
and Segmentation Strategies
MBM6
Chapter 5
Understanding Market
Segments
Chapter 5 Objectives
Needs-Based Market
Segmentation
Building Needs-Based
Market Segments
Why would market segmentation
help with a businesss customer
focus and spend their marketing and
sales dollars more efficiently?
Market Segmentation
Strategies
Market Segmentation
and Segmentation Strategies
MBM6
Chapter 5
Needs-Based Market
Segmentation
11/12/2016
MBM6
Chapter 5
MBM6
Chapter 5
Facebook
Red Bull
Jamba Juice
Herbal Essences
Target
Grape Nuts
11/12/2016
MBM6
Chapter 5
MBM6
Chapter 5
Segment A
Segment B
How do customer
needs correspond with
differences in customer
demographics?
11/12/2016
Marketing
Performance
Tool 5.1
Marketing
Performance
Tool 5.2
11/12/2016
Marketing
Performance
Tool 5.4
MBM6
Chapter 5
11/12/2016
MBM6
Chapter 5
Growth-Oriented
Cost-Focused
Market Segmentation
and Segmentation Strategies
MBM6
Chapter 5
Building Needs-Based
Market Segments
11/12/2016
MBM6
Chapter 5
MBM6
Chapter 5
11/12/2016
MBM6
Chapter 5
MBM6
Chapter 5
11/12/2016
Marketing
Performance
Tool 5.3
MBM6
Chapter 5
11/12/2016
MBM6
Chapter 5
Market Segmentation
and Segmentation Strategies
MBM6
Chapter 5
Segmentation
Strategies
10
11/12/2016
Segmentation Strategies
MBM6
Chapter 5
MBM6
Chapter 5
11
11/12/2016
MBM6
Chapter 5
What was the logic of Toyotas adjacent segment strategy that started
in 1957 at the low end of the price-quality car market?
Copyright Roger J. Best, 2012
MBM6
Chapter 5
How would a local gas station select and segment and position its gas station?
Copyright Roger J. Best, 2012
12
11/12/2016
Multi-Segment Strategy
MBM6
Chapter 5
Sub-Segment Strategies
MBM6
Chapter 5
13
11/12/2016
Marketing
Performance
Tool 5.5
There are
three levels of
Customer
Relationship
Marketing
Mass
Personalization
Mass Customization
Customer
Relationship
Management
Examples of Customer
Relationship Marketing
Mass Personalization
(Airline Mileage Programs)
Mass Customization
(Car Manufacturers)
MBM6
Chapter 5
Relationship Marketing
(Financial Services)
14