Kotler MM 14e 08 Ippt GE
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Transcript of Kotler MM 14e 08 Ippt GE
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8
Identifying Market
Segments and Targets
1
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Copyright 2012 Pearson Education 8-2
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?
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Copyright 2012 Pearson Education 8-3
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 distinctivebenefits of the market offering
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Copyright 2012 Pearson Education 8-4
What is a Market Segment?
A market segment consists of a group
of customers who share a similar set of
needs and wants.
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Copyright 2012 Pearson Education 8-5
Segmenting Consumer Markets
Geographic
Demographic
Psychographic
Behavioral
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Geographic Segmentation
Copyright 2012 Pearson Education 8-6
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Copyright 2012 Pearson Education 8-7
Claritas Prizm
Education and affluence
Family life cycle
Urbanization
Race and ethnicity
Mobility
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Copyright 2012 Pearson Education 8-8
Demographic Segmentation
Age and life cycle
Life stage
Gender
Income
Generation
Social class
Race and Culture
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Age and Lifecycle Stage
Copyright 2012 Pearson Education 8-9
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Gender and Income
Copyright 2012 Pearson Education 8-10
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Generational Influences
Copyright 2012 Pearson Education 8-11
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Race and Culture
Copyright 2012 Pearson Education 8-12
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Psychographic Segmentation
and The VALS Framework
Copyright 2012 Pearson Education 8-13
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Behavioral Segmentation Based
on Needs and Benefits
Copyright 2012 Pearson Education 8-14
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Copyright 2012 Pearson Education 8-15
Behavioral Segmentation:
Decision Roles
Initiator
Influencer
Decider
Buyer
User
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Behavioral Segmentation:
Behavioral Variables
Occasions
Benefits
User Status
Usage Rate
Buyer-Readiness
Loyalty Status
Attitude
Copyright 2012 Pearson Education 8-16
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Figure 8.2 Example of a Brand Funnel
Copyright 2012 Pearson Education 8-17
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Copyright 2012 Pearson Education 8-18
Loyalty Status
Hard-core
Split loyals
Shifting loyals
Switchers
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Figure 8.3 Behavioral
Segmentation Breakdown
Copyright 2012 Pearson Education 8-19
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Copyright 2012 Pearson Education 8-20
Segmenting for Business Markets
Demographic
Operating variable
Purchasing approaches
Situational factors
Personal characteristics
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Copyright 2012 Pearson Education 8-21
Steps in Segmentation Process
Need-based segmentation
Segment identification
Segment attractiveness
Segment profitability
Segment positioning
Segment acid test
Market mix strategy
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Copyright 2012 Pearson Education 8-22
Effective Segmentation Criteria
Measurable
Substantial
Accessible
Differentiable
Actionable
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Porters 5 Forces Model
Copyright 2012 Pearson Education 8-23
Threat of Rivalry
Threat of Supplier
Bargaining Power
Threat of Buyer
Bargaining Power
Threat of
New Entrants
Threat of
Substitutes
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Figure 8.4 Possible Levels
of Segmentation
Copyright 2012 Pearson Education 8-24
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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?
Copyright 2012 Pearson Education 8-25