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  • Kotler MM 14e 08 Ippt GE

    Transféré par

    Kartina Muhamad
    75 vues25 pages
    8-2 Copyright (c) 2012 Pearson Education effective Targeting requirements. 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. 8-15 Behavioral Segmentation: Behavioral Variables Occasions benefits Usage Rate Buyer-Readiness Loyalty Status Attitude.

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    8-2 Copyright (c) 2012 Pearson Education effective Targeting requirements. 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. 8-15 Behavioral Segmentation: Behavioral Variables Occasions benefits Usage Rate Buyer-Readiness Loyalty Status Attitude.

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    Attribution Non-Commercial (BY-NC)
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    75 vues25 pages

    Kotler MM 14e 08 Ippt GE

    Transféré par

    Kartina Muhamad
    8-2 Copyright (c) 2012 Pearson Education effective Targeting requirements. 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. 8-15 Behavioral Segmentation: Behavioral Variables Occasions benefits Usage Rate Buyer-Readiness Loyalty Status Attitude.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPT, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 25

    1

    8 Identifying Market Segments and Targets

    Chapter Questions

    What are the different levels of market segmentation? How can a company divide a market into segments? What are the requirements for effective segmentation? How should business markets be segmented? How should a company choose the most attractive target markets?
    8-2

    Copyright 2012 Pearson Education

    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

    Copyright 2012 Pearson Education

    8-3

    What is a Market Segment?


    A market segment consists of a group of customers who share a similar set of needs and wants.

    Copyright 2012 Pearson Education

    8-4

    Segmenting Consumer Markets


    Geographic
    Demographic Psychographic Behavioral

    Copyright 2012 Pearson Education

    8-5

    Geographic Segmentation

    Copyright 2012 Pearson Education

    8-6

    Claritas Prizm

    Education and affluence Family life cycle Urbanization Race and ethnicity Mobility

    Copyright 2012 Pearson Education

    8-7

    Demographic Segmentation

    Age and life cycle Life stage Gender Income Generation Social class Race and Culture

    Copyright 2012 Pearson Education

    8-8

    Age and Lifecycle Stage

    Copyright 2012 Pearson Education

    8-9

    Gender and Income

    Copyright 2012 Pearson Education

    8-10

    Generational Influences

    Copyright 2012 Pearson Education

    8-11

    Race and Culture

    Copyright 2012 Pearson Education

    8-12

    Psychographic Segmentation and The VALS Framework

    Copyright 2012 Pearson Education

    8-13

    Behavioral Segmentation Based on Needs and Benefits

    Copyright 2012 Pearson Education

    8-14

    Behavioral Segmentation: Decision Roles


    Initiator Influencer Decider Buyer User
    Copyright 2012 Pearson Education 8-15

    Behavioral Segmentation: Behavioral Variables


    Occasions Benefits User Status Usage Rate

    Buyer-Readiness Loyalty Status Attitude

    Copyright 2012 Pearson Education

    8-16

    Figure 8.2 Example of a Brand Funnel

    Copyright 2012 Pearson Education

    8-17

    Loyalty Status

    Hard-core Split loyals Shifting loyals Switchers

    Copyright 2012 Pearson Education

    8-18

    Figure 8.3 Behavioral Segmentation Breakdown

    Copyright 2012 Pearson Education

    8-19

    Segmenting for Business Markets

    Demographic Operating variable Purchasing approaches Situational factors Personal characteristics

    Copyright 2012 Pearson Education

    8-20

    Steps in Segmentation Process

    Need-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test Market mix strategy

    Copyright 2012 Pearson Education

    8-21

    Effective Segmentation Criteria

    Measurable Substantial Accessible Differentiable Actionable

    Copyright 2012 Pearson Education

    8-22

    Porters 5 Forces Model


    Threat of Rivalry

    Threat of Buyer Bargaining Power

    Threat of Supplier Bargaining Power

    Threat of Substitutes

    Threat of New Entrants

    Copyright 2012 Pearson Education

    8-23

    Figure 8.4 Possible Levels of Segmentation

    Copyright 2012 Pearson Education

    8-24

    For Review

    What are the different levels of market segmentation? How can a company divide a market into segments? What are the requirements for effective segmentation? How should business markets be segmented? How should a company choose the most attractive target markets?
    8-25

    Copyright 2012 Pearson Education

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