Topic 9 - Market Segmentation Targeting and Positioning
-
Upload
medelrosario -
Category
Documents
-
view
228 -
download
0
Transcript of Topic 9 - Market Segmentation Targeting and Positioning
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 1/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7
Ejrhotsoleogtjtbig+
tjrlotbgl + jgn
pisbtbigbgl^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 2/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
EJPHO^
Lriup ic poipko wbtm sufiabogtpuramjsbgl piwor+ jutmirbty+
jgn wbkkbglgoss ti `uy'
Jg bgnbvbnujk‒s kbcostyko+ bgaieo+
loilrjpmba kiajtbig+ jlo+ jgn
itmor cjatirs jkk aigtrb`uto ti
tmo kbhokbmiin tmjt porsig
wbkk `uy aortjbg prinuats'
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 3/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
^JPLO^ EJPHO^
Lriup ic poipko ti wmie j renoabnos ti nbroat bts ejrhotbgl
offl irts jgn uktbejtoky bts liins jgn
sorvbaos'
Jkkiws res ti novokip eiro
ofiabogt jgn offl oatbvo ejrhotbgl
strjtolbos'
Ejrhotors eust stuny j ejrhot ti
soleogt jgn aieeugbajto wbtm bt
offl oatbvoky'
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 4/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
\MI @_RQ JGN _QOQOxjepko6BgcjgtEbkh
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 5/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
\MI @_RQ JGN _QOQOxjepko6BgcjgtEbkh
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 6/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
\MI @_RQ JGN _QOQ
Niatir)Ebnwbco)
Gurso
Oxjepko6BgcjgtEbkh
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 7/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
\MI @_RQ JGN _QOQ
Niatir)Ebnwbco)
Gurso
@rjgn ognirsors+
crbogns+ rokjtbvo+
gotwirhs+ ota'
Oxjepko6BgcjgtEbkh
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 8/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
\MI @_RQ JGN _QOQ
Niatir)Ebnwbco)
Gurso
@rjgn ognirsors+
crbogns+ rokjtbvo+
gotwirhs+ ota'
Mus`jgn)\bco
Oxjepko6BgcjgtEbkh
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 9/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
\MI @_RQ JGN _QOQ
Niatir)Ebnwbco)
Gurso
@rjgn ognirsors+
crbogns+ rokjtbvo+
gotwirhs+ ota'
Mus`jgn)\bco
\bco
Oxjepko6BgcjgtEbkh
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 10/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
\MI @_RQ JGN _QOQ
Niatir)Ebnwbco)
Gurso
@rjgn ognirsors+
crbogns+ rokjtbvo+
gotwirhs+ ota'
Mus`jgn)\bco
\bco
Bgcjgt ) @j`y
Oxjepko6BgcjgtEbkh
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 11/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
^ypos ic
Aigsueor prinuats % Trinuats `iulmt `y uktbejto aigsueors
cir porsigjk uso'
@usbgoss prinuats % Liins jgn sorvbaos puramjson cir uso obtmornbroatky ir bgnbroatky bg tmo prinuatbig ic itmor liins jgn
sorvbaos cir rosjko'
£J prinuat ajg `o obtmor+ nopognbgl ig bts uso'
£Oxjepko6 ^bros jgn Aiihwjro
ejrhot
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 12/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
Piko ic
£\btm 3'? `bkkbig poipko bg tmo wirkn+ tii ejgy
pitogtbjk austieors ti jttrjat wbtm j sbglko
ejrhotbgl ebx'
£Ejrhot soleogtjtbig Nbvbsbig ic tmo titjk ejrhot
bgti sejkkor+ rokjtbvoky mieilogius lriups'
Ejrhot soleogtjtbig
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 13/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
APB^OPBJ CIP OCCOA^BSO
£ Cbrst+ soleogt eust mjvo eojsurj`ko sbzo jgn puramjsbgl
piwor'
£Oxjepko6 Coejko austieors jaaiugt cir =? poraogt ic jkkaigsueor puramjsos'
£ Qoaign+ ejrhotors eust gn j wjy ti prieito offl oatbvoky ti jgn
sorvo tmo ejrhot soleogt'
£Oxjepkos6 Jns cojturbgl wirhbgl eitmors `y ^%Ei`bko jgn@kjah`orry'
Ejrhot soleogtjtbig
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 14/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
APB^OPBJ CIP OCCOA^BSO
£ ^mbrn+ soleogt eust o sufiabogtky kjrlo ti iffl or liin prit
pitogtbjk'
£Oxjepko6 \ieog spogn .?? `bkkbig bg okoatrigbas puramjsosojam yojr'
£ Ciurtm+ re eust jbe cir soleogts tmjt ejtam bts ejrhotbgl
ajpj`bkbtbos'
£Qejkkor res ictog stbah wbtm j tjrlot ejrhot'
£Oxjepko6 Jg okoatrigbas aiepjgy tmjt bgstjkks j suporvbson
pkjy jroj cir ambknrog wmbko tmobr eitmors smip'
ejrhot soleogtjtbig
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 15/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
soleogtbgl
£Jttoept ti bsikjto tmo trjbts tmjt nbstbglubsm j aortjbg
lriup ic aigsueors crie tmo ivorjkk ejrhot'
£Lriup amjrjatorbstbas„suam js jlo+ lognor+loilrjpmba kiajtbig+ bgaieo+ jgn `uybgl pjttorgs„
jro hoy'
Aigsueor ejrhots
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 16/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
£ Nbvbsbig ic jg ivorjkk ejrhot bgti mieilogius lriups `json ig tmobr
kiajtbigs'
£ Ejrhotors kiih jt `itm titjk pipukjtbig ti notorebgo ejrhot sbzo'
£ Jksi pjy akiso jttogtbig ti jrojs wbtm qubahky lriwbgl pipukjtbigs ti
pkjg cir tmo cuturo'
£ \irknwbno+ Ambgj jgn Bgnbj mjvo tmo wirkn‒s pipukjtbig
£ @usbgossos eust jksi aigsbnor oaigieba vjrbj`kos jgn ejy aie`bgo
tmobr ejrhotbgl offl irts bg aiugtrbos tmjt smjro sbebkjr amjrjatorbstbas'
£ Itmor usocuk loilrjpmba bgnbajtirs bgakuno fi` lriwtm jgn eblrjtbig
pjttorgs'
loilrjpmba
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 17/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
£ Nbvbsbig ic jg ivorjkk ejrhot bgti mieilogius lriups
`json ig vjrbj`kos suam js lognor+ jlo+ bgaieo+
iaaupjtbig+ onuajtbig+ soxujk irbogtjtbig+ miusomikn sbzo+
jgn stjlo bg tmo cjebky kbco ayako8 jksi ajkkon siabioaigieba soleogtjtbig'
£ Trbejry siurao ic njtj bs Gjtbigjk Qtjtbstbas Ifiao
£\mbkonoeilrjpmbanjtjbsmokpcuk+btajgjksikojntistoroitypbgl„jproaigaopJigj`iutjlriupicpoipko„
wmbamajgjkbogjtoirtitjkkyebssjpitogJjkejrhot
noeilrjpmba
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 18/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7
Akjss J rospignogt
Pocorogaos6
Pi`orti+O'-0440"'QtrjtolbaEjrhotQoleogtj'igEjhjJAbty6KbcoAyakoTross'
Qiabi%oaigieba
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 19/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7
Akjss J rospignogt
£Torsig6£Hgiwg js tmo ‛KJQ― cjebkbos6 Kipoz+ Jyjkj+ jgn Qy cjebkbos
£\ojktmy ejbgky `oajuso ic bgmorbton eigoy jgn jssots jgn git usujkky ic tmobriwg kj`ir'
£Mjs jg jgaostrjk mieo jgn tmo ‛itmors'― ^mo jgaostrjk mieo ejbgtjbgs btsirblbgjk aikigbjk Ouripojg jrambtoaturo jgn bgtorbirs'
£Eigtmky miusomikn bgaieo bs ivor T:44+44:
£Miusomikn mojn iaaupjtbig % obtmor j pricossbigjk+ `bl `usbgossejg+ `bl cjre %iwgor ir j tip oxoautbvo
£Miusowbco eust `o wokk%onuajton
£Miusomikn6
£Ejno ic mojvy+ mblm qujkbty ejtorbjks
£Sory wokk%aigstruaton
£\okk%pjbgton
£Eust mjvo j kjwg ir ljrnog
£Oxpogsbvo surriugnbgls)oxakusbvo su`nbvbsbigs)vbkkjlos
£Oxpogsbvo)kuxurbius curgbsmbgls
£Eust mjvo twi -0" miusomikn mokps Pocorogaos6
Pi`orti+O'-0440"'QtrjtolbaEjrhotQoleogtj'igEjhjJAbty6KbcoAyakoTross'
Qiabi%oaigieba
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 20/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7
Pocorogaos6
Pi`orti+O'-0440"'QtrjtolbaEjrhotQoleogtj'igEjhjJAbty6KbcoAyakoTross'
Akjss @ rospignogt
Torsig
Miusomikn mojn iaaupjtbig % pricossbigjk+ eonbue sajko `usbgossejg+ eonbue sbzo cjre%iwgor+ sogbir oxoautbvo
Eigtmky miusomikn bgaieo bs T<4+44:%T:44+444
Miusowbco eust `o wokk%onuajton
^wi typos6Lriss giuvoju rbam -LGP" ‑ Pjls%ti%rbamos eigoyon poipko' @oajeo rbam `oajuso ic mjrn wirh jgn kit)j
`bt ic liin kuah'
\mog tmoy `oaieo rbam+ tmoy rojkbzo tmoy ni git hgiw miw ti kbvo jgn `omjvo js wojktmy porsigs'
Mosbtjtbigs ejho tmoe ictog jsh+ ‛Je B wojrbgl tmo rblmt akitmos9― ‛Je B ciugn bg tmo rblmt pkjaos9―
Nbspjrjlbglky rocorron ti js tmo ‛giuvoju rbamo―
Mjvo jg bgnuklogao ti ‛hoop%up%wbtm%tmo%rbam― psyamikily
Qejrt giuvoju rbam -QGP" ‑ Qtjgns bg%`otwoog tmo `irg ostj`kbsmon rbam jgn tmo LGP `ut git jsistogtjtbius js tmo kjttor'
_gkbho tmo LGPs wmi jro bgnuklogt ti ivor%bgnuklogt+ QGP jro tmo ippisbto' Cir sieo prinuats+ wbkk
ovog nogy mbesokc)morsokc tmo fiy ic aigsueptbig'
@otwoog wmjt bs prjatbajkbty jgn cjsmbigj`ko+ QGPs wiukn amiiso tmo cireor'
Miusomikn
Ejno ic mojvy+ mblm qujkbty ejtorbjks
\okk%aigstruaton\okk%pjbgton
Eust mjvo j kjwg ir ljrnog
Oxpogsbvo goblm`iurmiins
Oxpogsbvo curgbsmbgls
Eust mjvo jt kojst twi -0" miusomikn mokps
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 21/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7
£:
Pocorogaos6
Pi`orti+O'-0440"'QtrjtolbaEjrhotQoleogtj'igEjhjJAbty6KbcoAyakoTross'
Akjss @ rospignogt
Torsig
Miusomikn mojn iaaupjtbig % pricossbigjk+ eonbue sajko `usbgossejg+ eonbue sbzo cjre%iwgor+ sogbir oxoautbvo
Eigtmky miusomikn bgaieo bs T<4+44:%T:44+444
Miusowbco eust `o wokk%onuajton
^wi typos6Lriss giuvoju rbam -LGP" ‑ Pjls%ti%rbamos eigoyon poipko' @oajeo rbam `oajuso ic mjrn wirh jgn kit)j
`bt ic liin kuah'
\mog tmoy `oaieo rbam+ tmoy rojkbzo tmoy ni git hgiw miw ti kbvo jgn `omjvo js wojktmy porsigs'
Mosbtjtbigs ejho tmoe ictog jsh+ ‛Je B wojrbgl tmo rblmt akitmos9― ‛Je B ciugn bg tmo rblmt pkjaos9―
Nbspjrjlbglky rocorron ti js tmo ‛giuvoju rbamo―
Mjvo jg bgnuklogao ti ‛hoop%up%wbtm%tmo%rbam― psyamikily
Qejrt giuvoju rbam -QGP" ‑ Qtjgns bg%`otwoog tmo `irg ostj`kbsmon rbam jgn tmo LGP `ut git jsistogtjtbius js tmo kjttor'
_gkbho tmo LGPs wmi jro bgnuklogt ti ivor%bgnuklogt+ QGP jro tmo ippisbto' Cir sieo prinuats+ wbkk
ovog nogy mbesokc)morsokc tmo fiy ic aigsueptbig'
@otwoog wmjt bs prjatbajkbty jgn cjsmbigj`ko+ QGPs wiukn amiiso tmo cireor'
Miusomikn
Ejno ic mojvy+ mblm qujkbty ejtorbjks
\okk%aigstruaton\okk%pjbgton
Eust mjvo j kjwg ir ljrnog
Oxpogsbvo goblm`iurmiins
Oxpogsbvo curgbsmbgls
Eust mjvo jt kojst twi -0" miusomikn mokps
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 22/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7
Pocorogaos6
Pi`orti+O'-0440"'QtrjtolbaEjrhotQoleogtj'ig
EjhjJAbty6KbcoAyakoTross'
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 23/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7
£AkjssArospignogt
£Torsig
£MiusomiknmojniaaupjJig%pricossbigjk+sejkksajko`usbgossejg+sejkkcjre%iwgor+fugbiroxoauJvo+sogbir
wmbtoaikkjrwirhor+shbkkonwirhor
£^witypos6
£A:‑_pwjrnkyei`bko8strullkostiwjrnprisporbty'
£EistprossuronjeigltmoQOAs8cooktmo‛rjtrjao―ictmo`usbgossjgnpricossbigjkwirkntmoeist£Qottmoesokvosupcirjnjbkykbcoicstrossjgnprossurojgn`okbovotmjttmbsbstmoigkywjyti`o
suaaosscuk
£@okbovbgltmojnvjgtjlosicprossuro+jppkytmosjeotitmobrambknrogjstmbswbkkmokptmoeti
suaaoon'
£^itmoe+onuajJigbstmoeist`jsbajgnsurosteojgscirtmobrambknrogtisuaaoonbgkbcojgn
eivoupbgtmoQOAkjnnor'
£A0‑Niwgwjrnkyei`bko6`jVkosjljbgstpivorty'
£Mjstmokjrlostporaogtjloicwirhbglaiupkos'
£AigsorvjJvopoipko
£QtriglrokblbiusnoviJig+`okbovorsicejlba+`bgliljeopjtrigs
£Cjbtmbgejlbakojnsti`okbocbgprinuatswbtm‛ejlbajk―`ogots+kbho6wrbghkoroeivors+jgJ%jlbgl
cireukj+jeukots+ota'
£Miusomikn%bgaieobsobtmorT?4+44:%T<4+444-A:"irT14+44:%T?4+444-A0"
£Ejnoicebxonmojvy+mblmqujkbtyejtorbjks
£\okk%aigstruaton
£Tjbgton£Ejyirejygitmjvojljrnogirkjwg
£noqujtocurgbsmbgls+`utgitgoaossjrbkyoxpogsbvo
£Kiajtonbgjpkojsjgtgoblm`iurmiin
£Miusowbcocjbrkyonuajton+igoirtwimiusomiknmokps
Pocorogaos6
Pi`orti+O'-0440"'QtrjtolbaEjrhotQoleogtj'ig
EjhjJAbty6KbcoAyakoTross'
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 24/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7
Akjss N rospignogt
£Torsig
£Ajkkon tmo ‛piir― ir ‛ejsj― soloeogt£Miusomikn mojn iaaupjtbig % cjreor togjgt+ soeb%shbkkon wirhor+ ciroejg
£Miusomikn
£Ejno ic vory kblmt+ amojp ejtorbjks
£Tiirky aigstruaton
£Logorjkky ugpjbgton
£Gi ljrnog ir yjrn
£Qajgty curgbturo
£Kiajton bg smj``y surriugnbgls
£Miusomikn eigtmky bgaieo % T1+444%T ?+444
£Miusowbco jt kojst okoeogtjry onuajton+ ejy mjvo j miusomikn mokp `ut
git eiro tmjg igo
Pocorogaos6
Pi`orti+O'-0440"'QtrjtolbaEjrhotQoleogtj'igEjhjJAbty6KbcoAyakoTross'
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 25/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7
Akjss O rospignogt
£Torsig
£Ajkkon tmo ‛vory piir― ir ‛`jhyj― soleogt£Miusomikn mojn iaaupjtbig % cjre mjgn+ ugshbkkon wirhor+ vognir ir ugoepkiyon
£Miusomikn
£Igo%riie jff jbr bg j piirky aigstruaton miuso ir ‛`jrigl%`jrigl― typo
£Nbkjpbnjton
£\btm mjrnky jgy curgbturo
£Kiajton bg skue nbstrbats ir bgcorbirs
£Gi yjrn ir ljrnog
£Ejy rogt ir iwg miuso ig squjtton kjgn+ bc rogt+ eigtmky rogtjk bs T144 jgn `okiw
£Miusomikn eigtmky bgaieo bs `okiw T1+444
£Miusowbco mjs kbttko onuajtbig+ gi miusomikn mokp
Pocorogaos6
Pi`orti+O'-0440"'QtrjtolbaEjrhotQoleogtj'igEjhjJAbty6KbcoAyakoTross'
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 26/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
QOLEOG^BGL @R LOGNOP -E+C+LK@^"
£ Kbgos `kurrbgl bg roaogt yojrs'
noeilrjpmba
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 27/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
QOLEOG^BGL @R JLO
£ Js wbtm lognor+ nbstbgatbigs jeigl jlo lriups `kur js aigsueors
amjglo jgn js jlo nbstrb`utbig smbcts'
£Oxjepko6 Totrikoue Fokky+ Nbjpors
^mo Aimirt Offl oat
£ ^ognogay ic eoe`ors ic j logorjtbig ti `o bgffuogaon jgn `iugn
tilotmor `y sblgbajgt ovogts bg tmobr cirejtbvo yojr+ jlos :< ti 00'
£ Oxjepko6 Iknor `j`y `iieor jgn tmo Sbotgje \jr'
£ Cirejtbvo oxporbogaos mokp cire kigl%tore `okbocs jgn lijks jgn
bgffuogao `uybgl mj`bts'
noeilrjpmba
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 28/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
Qamiik%Jlo Ambknrog
£ Mjvo sblgbajgt bgffuogao ivor cjebky puramjsos
^woogs jgn oogs+ Log R+ Ebkkogbjks
£ Qpogn `bkkbigs jggujkky ig ovorytmbgl crie sgjahs ti
akitmbgl ti okoatrigbas'
£ Jksi bgffuogao `bkkbigs ic cjebky puramjsos'
£ Aiepjgbos tmjt tjrlot tmbs lriup ajg mjvo sblgbajgt
suaaoss
noeilrjpmba
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 29/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
Logorjtbig ]
£ @irg `otwoog :233 jgn :2=:
£ Cjebky%irbogton+ wokk onuajton+ jgn iptbebstba
@j`y @iieors
£ @irg `otwoog :2>3 jgn :23?+ Bgffuogaon `y Sbotgje \jr
jgn ajroorbse tmjt cikkiwon'£ Kuarjtbvo jgn Nbvorso soleogt tmjt logorjkky togns ti
vjkuo mojktm jgn qujkbty ic kbco'
noeilrjpmba
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 30/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
Qogbirs
£ Mojns ic miusomikns eiro
tmjg ?? yojrs ikn aigtrik
j`iut tmroo%qujrtors ic tmoaiugtry‒s titjk jssots'
£ Jaaiugt cir >4 poraogt ic
gow%ajr sjkos jgn eist ic
tmo trjvok spognbgl
noeilrjpmba
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 31/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
QOLEOG^BGL @R CJEBKR KBCO ARAKO Q^JLOQ
£ Cjebky kbco ayako„tmo priaoss ic cjebky cirejtbig jgn
nbssikutbig'
£ Kbco stjlo+ git jlo+ bs prbejry aigaorg ic ejrhotor'
£ Oxjepko6 Riugl ambknkoss aiupkos ejy spogn eiro ig
ogtortjbgeogt+ wmbko aiupkos wbtm yiugl j yiugl ambkn ejy uy
arb`s+ ambknrog‒s akitmbgl+ jgn itmor ambknrog‒s btoes'
£ Oepty gostors ejy mjvo mblmor nbspisj`ko bgaieos tmjg
provbiusky jgn spogn eiro ig kuxury btoes'
noeilrjpmba
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 32/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
QOLEOG^BGL @R MI_QOMIKN ^RTO
£ Jvorjlo miusomikn sbzo mjs noarojson
£ Miusomikns vjry `y kbcostjlo jgn tmo prosogao ir j`sogaoic ambknrog'
noeilrjpmba
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 33/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
QOLEOG^BGL @R BGAIEO JGN O]TOGNB^_PO TJ^^OPGQ
Oglok‒s Kjws
£ Js miusomikn bgaieo bgarojsos6
£ J sejkkor poraogtjlo ic oxpognbturos lios cir ciin'
£ ^mo poraogtjlo spogt ig miusbgl+ miusomikn iporjtbigs+ jgn akitmbgl roejbgs
aigstjgt'
£ ^mo poraogtjlo spogt ig itmor btoes -suam js roarojtbig jgn onuajtbig"
bgarojsos'
£ Mokps ejrhotors tjrlot aigsueors jt jkk bgaieo kovoks'
noeilrjpmba
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 34/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
NOEILPJTMBA QOLEOG^J^BIG J@PIJN
£ Ajgjnj bgakunos rokblbius jfikbjtbig+ wmbam _'Q' aogsus nios
git'
£ Lrojt @rbtjbg+ Fjpjg+ jgn itmor aiugtrbos ni git aikkoat bgaieo
njtj'
noeilrjpmba
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 35/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
£ Nbvbsbig ic j pipukjtbig bgti lriups tmjt mjvo
sbebkjr psyamikilbajk amjrjatorbstbas+ vjkuos+ jgn
kbcostykos'
£ Kbcostyko rocors ti j porsig‒s eino ic kbvbgl irnjbky iporjtbigs+ j aiepisbto ic psyamikilbajk
prikos+ goons+ eitbvos+ poraoptbigs+ jgn
jttbtunos
£ Aieeig rosojram eotmin bs j kjrlo sajko survoyjshbgl cir jlrooeogt ir nbsjlrooeogt wbtm
stjtoeogts j`iut JBI jatbvbtbos+ bgtorosts+ jgn
ipbgbigs'
psyamilrjpmba
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 36/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
SJKQ ^E
£ J psyamilrjpmba soleogtjtbig systoe novokipon 0? yojrs
jli jgn tinjy iwgon jgn ejgjlon `y QPB Aigsuktbgl
@usbgoss Bgtokkblogao
£ @json ig aigaopts ic rosiuraos jgn eitbvjtbig'
psyamilrjpmba
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 37/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
£ ^morosiuraonbeogsbigwoblmsbgaieo+onuajJig+sokc%
aignogao+mojktm+ojlorgossti`uy+jgnogorlykovok
£ ^mosokc%irbogtjJignbeogsbignbvbnosaigsueorsbgtitmroo
lriups6prbgabpko%irbogtonaigsueorswmikbvo`ybnojksireirjks8stjtus%irbogtonaigsueorswmijrobgffuogaon`ywmjtitmorstmbgh8jgn
jaJig%irbogtonaigsueorswmisoohjaJvbty+vjrboty+jgnjnvogturo
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 38/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
LKI@JK EJPHO^Q
£ PiporJQ\ bnogtbon sbx psyamilrjpmba aigsueor soleogts tmjt
oxbst bg 1? aiugtrbos stunbon'
£ Qtrbvors„vjkuo pricossbigjk jgn ejtorbjk lijks eiro tmjg tmo itmor lriups'
£ Noviuts„vjkuo nuty jgn trjnbtbig'
£ Jktrubsts„oepmjsbzo siabjk bssuos jgn siabotjk wokk%`obgl'
£ Bgtbejtos„vjkuo cjebky jgn porsigjk rokjtbigsmbps'
£ Cug soohors„ciaus ig porsigjk ogfiyeogt jgn pkojsurj`ko oxporbogaos'
£ Arojtbvos„sooh onuajtbig+ toamgikily+ jgn hgiwkonlo
psyamilrjpmba
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 39/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ejrhot soleogtjtbig
_QBGL B^
£ Ajg mokp ejrhotors eiro offl oatbvoky arojto liins jgn sorvbaos
cir j tjrlot ejrhot'
£ Bnogtbcybgl wmbam psyamilrjpmba soleogts jro eist provjkogt
bg aortjbg ejrhots mokps ejrhotors pkjg jgn prieito eiro
offl oatbvoky'
£Logorjkky jats js j liin suppkoeogt ti loilrjpmba jgnnoeilrjpmba soleogtbgl'
psyamilrjpmba
^mursnjy+ Julust =+ :1
@iwtbos Aurks Aurky Qmokks Ok`iw Cusbkkbggb Kjepjro
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 40/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7
Kjepjro Cusbkkbggb Aurks Aurky Qmokks @iwtbos Ok`iw
^mursnjy+ Julust =+ :1
^PLO^EPHO^
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 41/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7
^mursnjy+ Julust =+ :1
Qjepko bkkustrjig ic noeilrjpmba soleogtjig cir aigsueor ejrhot
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 42/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7
Qjepkobkkustrjigicnoeilrjpmbasoleogtjigciraigsueorejrhot
‑crietmo`iihicKomejggjgn\bgor
^mursnjy+ Julust =+ :1
Qjepko bkkustrjig ic psyamilrjpmba soleogtjig cir aigsueor ejrhot
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 43/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7
Qjepkobkkustrjigicpsyamilrjpmbasoleogtjigciraigsueorejrhot
‑crietmo`iihicKomejggjgn\bgor
^mursnjy+ Julust =+ :1
Qjepko bkkustrjig ic vjkuos+ jtunos+ jgn kbcostyko soleogtjig cir aigsueor
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 44/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7
Qjepkobkkustrjigicvjkuos+jtunos+jgnkbcostykosoleogtjigciraigsueor
ejrhotcrietmo`iihicKomejggjgn\bgor
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 45/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
£ Nbvbsbig ic j pipukjtbig bgti mieilogoius lriups `json ig
tmobr rokjtbigsmbps ti tmo prinuat'
QOLEOG^BGL @R @OGOCB^Q QI_LM^
£ Ciausos ig tmo `ogots poipko oxpoat crie usbgl tmoprinuat'
£ ^wipoipkoejy`uytmosjeoprinuatcirvorynbfflorogt
rojsigs
£ Oxjepko6 Qtjr`uahs austieors wjs eiro tmjg aiffl oo8 tmoy wjgt j
pkojsjgt oxporbogao tmjt ejhos tmoe cook jpproabjton'
TPIN_A^%POKJ^ON
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 46/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
QOLEOG^BGL @R _QJLO PJ^OQ
£ ^mo ‛usjlo rjtos― jpprijam ciausos
ig tmo jeiugts ic j prinuat tmjt
poipko `uy jgn uso
£ =4)04 prbgabpko -Trjoni‒sKjw"„
kjrlo poraogtjlo ic rovoguo
aieos crie j sejkk+ kiyjk
poraogtjlo ic austieors'
£Ejrhotors ejy tjrlot mojvy+
einorjto+ kblmt usors ir gigusors'
TPIN_A^%POKJ^ON
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 47/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
QOLEOG^BGL @R @PJGN KIRJK^R
£ ^mo ‛usjlo rjtos― jpprijam ciausos ig tmo
jeiugts ic j prinuat tmjt poipko `uy jgn
uso£ Lriupbgl austieors jaairnbgl ti tmo
strogltm ic tmobr prinuat kiyjkty'
£ Oxjepko6 Croquogt puramjsor prilrjes'
£ Austieors novokip kiyjkty cir j vjrboty ic
rojsigs'
TPIN_A^%POKJ^ON
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 48/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
_QBGL E_K BTKO QOLEOG^J^BIG @JQOQ
£ Ckoxb`bkbty mokps ejrhotors bgarojso
tmobr jaaurjay bg rojambgl tmo rblmt
ejrhots'£ Lijk bs lottbgl ti hgiw pitogtbjk
austieors `ottor jgn sjtbscybgl tmobr
goons wbtm jppriprbjto liins jgn
sorvbaos'
TPIN_A^%POKJ^ON
^mursnjy+ Julust =+ :1
Ejrhot soleogtjtbig
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 49/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
:' NOSOKIT J POKOSJG^ TPICBKO CIP OJAM QOLEOG^
£ Bg%noptm jgjkysbs tmjt mokps ejgjlors jaaurjtoky ejtam `uyors‒ goons wbtm
tmo re‒s iffl orbgls'
0' CIPOAJQ^ EJPHO^ TI^OG^BJK
£ Qots uppor kbebt ig pitogtbjk noejgn jgn ejxbeue sjkos pitogtbjk'1' CIPOAJQ^ TPI@J@KO EJPHO^ QMJPO
£ Aieos crie jgjkysbs ic aiepotbtirs‒ ejrhot pisbtbig jgn novokipeogt ic
ejrhotbgl strjtoly'
>' QOKOA^ QTOABCBA EJPHO^ QOLEOG^Q£ _so noejgn ciroajsts jgn aist prifoatbigs ti notorebgo roturg ig
bgvosteogt crie ojam soleogt' Jssossos giggjgabjk cjatirs suam js re‒s
j`bkbty ti kjugam prinuat'
TPIAOQQ
^mursnjy+ Julust =+ :1
Q^PJ^OLBOQ CIP POJAMBGL
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 50/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
£ _gnbff orogtbjton ejrhotbgl Qtrjtoly tmjt ciausos ig prinuabgl j
sbglko prinuat jgn ejrhotbgl bt ti jkk austieors8 jksi ajkkon ejss
ejrhotbgl'
£Eiro aieeig bg tmo pjst tmjg tinjy'
£ OfiabogtcriejprinuaJigvbowpibgt`ut6
£aigsueorsejymjvojssiabjtonjmblmorqujkbtyirsogsoicstjtus
wbtmejss%ejrhoton`rjgns+`uttmbsbsgikiglortmoajso
£sufflorwmogaiepoJglresifflorspoabjkbzonprinuatstisejkkor
soleogts
£Cbrestmjtajpturoogiulmsejkksoleogtsejynocojtj
aiepoJtir‒sjVoeptjtrojambglovoryigo
^JPLO^ EJPHO^Q
^mursnjy+ Julust =+ :1
Q^PJ^OLBOQ CIP POJAMBGL
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 51/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
£ Nbff orogtbjton ejrhotbgl Qtrjtoly tmjt ciausos
ig prinuabgl sovorjk prinuats jgn prbabgl+
prieitbgl+ jgn nbstrb`utbgl tmoe wbtm nbffl orogt
ejrhotbgl ebxos nosblgon ti sjtbscy sejkkor
soleogts'
£Logorjkky rjbsos prinuatbig+ bgvogtiry jgn
prieitbig aists `ut jksi ajg bgarojso
sjtbscjatbig jeigl bgnbvbnujk soleogts+
kojnbgl ti mblmor ivorjkk sjkos'
^JPLO^ EJPHO^Q
^mursnjy+ Julust =+ :1
Q^PJ^OLBOQ CIP POJAMBGL
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 52/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Aigaogtrjton ejrhotbgl Ciausbgl ejrhotbgl offl irts
ig sjtbscybgl j sbglko ejrhot soleogt8 jksi ajkkon
gbamo ejrhotbgl'
£ Jpprijam ajg jppojk ti sejkk res ir ti res tmjt
iffl or mblmky spoabjkbzon liins jgn sorvbaos'
£ Oxjepko6 Tojgut @uttor jgn Ai+ wmbam jppojks ti
pojgut `uttor kivors'
£ Ajg `jahro bc aiepotbtirs tjrlot tmo sjeo gbamo ir bc ejrhot noarojsos'
^JPLO^ EJPHO^Q
^mursnjy+ Julust =+ :1
Q^PJ^OLBOQ CIP POJAMBGL
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 53/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Ebariejrhotbgl ^jrlotbgl pitogtbjk austieors jt vory gjrriw+
`jsba kovoks+ suam js `y VBT aino+ spoaba iaaupjtbig+ ir kbcostyko
„pissb`ky ovog bgnbvbnujks tmoesokvos'
£ Bgtorgot ejhos ebariejrhotbgl eiro offl oatbvo'
£ Cbres ajg suffl or bc ejrhot bs tii sejkk ti `o pritj`ko
^JPLO^ EJPHO^Q
^mursnjy+ Julust =+ :1
^MO
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 54/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
Qmjepii Oxjepko
^mursnjy+ Julust =+ :1
Qokoatbgl jg oxoautbgl j
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 55/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
@jsba notorebgjgts ic ejrhotbgl strjtoly6
£ Aiepjgy rosiuraos„j re wbtm kbebton rosiuraos ejy mjvo ti
amiiso j aigaogtrjton strjtoly
£Trinuat mieilogobty„j re sokkbgl btoes poraobvon `y aigsueorsjs rokjtbvoky mieilogoius ejy `ogot crie jg ugnbffl orogtbjton
strjtoly
£ Qtjlo bg tmo prinuat kbco ayako„j re wmiso prinuat amjglos ivor
tbeo ejy smbct crie ugnbffl orogtbjton ti gjrriwor strjtolbos
£ Aiepotbtir‒s strjtolbos„J re ejy soo i`stjakos ti
ugnbffl orogtbjton ejrhotbgl bc tmo aiepotbtbig auktbvjtos ejgy
sejkkor ejrhots
strjtoly
^mursnjy+ Julust =+ :1
d
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 56/68
OG^POTPOGO_PBJKEJPHO^BGL ;TPOS GO]^7GO]^7
^mursnjy+ Julust =+ :1
prinuat
pisbtbigbgl
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 57/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
£soohs ti put j prinuat bg j aortjbg pkjao bg tmo ebgns ic prispoatbvo`uyors
£ Bt bs uson ti nbstbglubsm j re‒s iffl orbgls crie tmiso ic aiepotbtirs
jgn ti arojto prieitbigs tmjt aieeugbajto tmbs nosbron pkjaoeogt
£ Tisbtbigbgl j prinuat ejy `o `json ig tmo cikkiwbgl ajtolirbos6
£Jttrb`utos ‑ Nrbghs eiro tmjg j tmbrsty ajeok
£Trbao)qujkbty ‑ Gobejg Ejraus vs' \jkejrt
£Jppkbajtbig ‑ Hjmkuj 00> usos+ Qgjpko J Njy
£Trinuat usor ‑ Giw ovory Fujg ajg Cky
£Trinuat akjss ‑ Nok Eigto
£Oeitbig ‑ Fust Ni Bt+ @unwobsor
£Aiepotbtirs % ^mo`ostjejgajglot
pisbtbigbgl
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 58/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
^mursnjy+ Julust =+ :1
Oxjepkos ic
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 59/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
£ Cir upsajko Jeorbajg cjebkbos+ Sikvi bs tmo cjebky jutiei`bko
tmjt iffl ors ejxbeue sjcoty'
Tisbtbigbgl stjtoeogts
^mursnjy+ Julust =+ :1
• @iysog^mo Zujkbty Riu Ajg ^rust
• GihbjAiggoatbgl Toipko
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 60/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
• Jkjshj\jkj Tjnbg ^jtjki Qj…
• EorjkaiEjy Kbwjgjl jgl @umjy
• Eoraury NrulGjhjhjsbluri+ Ljeit jy Kjlbgl
@jli
• K@AMjrb gl Tjnjkj
• Ejx‒sQjrjp ti tmo @igos
• Eotri`jghRiu‒ro Bg Liin mjgns
• Tip Aikj Jkwjys jej Jgl bepkj*
• Po`bsaiQjrjp gl Cbkkbgl Ei
• Pon Mirso @oor Bti Jgl jej
• QE\o‒vo Lit Bt Jkk Cir Riu
• RjhuktIh Hj @j ^byjg9
• _CA Ajtamupjebs Jglmjgl
• Aogtrue Jkwjys Aiepkoto+ Crie J ti Vbga
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 61/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
^mursnjy+ Julust =+ :1
Tisbtbigbgl
ejp
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 62/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
jtiiktmjtlrjpmbajkkybkkustrjtosaigsueors‒poraopJigsic
aiepoJglprinuatswbtmbgjgbgnustry`yprosogJgltwi
amjrjatorbsJas-suamjsprbaojgnqujkbty"tismiwnbfflorbgl
vbowsicjprinuat+sorvbao+irrotjbkor
ejp
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 63/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
^mursnjy+ Julust =+ :1
Po
pisbtbigbgl
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 64/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
£PopisbJigbglrocorstiamjglbgltmopisbJigj
prinuatmiknsbgtmoebgnsicprispoaJvo
`uyorsrokjJvotitmopisbJigsicaiepoJgl
prinuats
£AmjglosbgtmoaiepoJJvoogvbrigeogtejy
ciraoejrhotorstiropisbJigtmobrprinuats
£^iljbglrojtorejrhotsmjro+tmoyejyovogropisbJigmblmkysuaaosscukbtoes
pisbtbigbgl
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 65/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 66/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 67/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
^mursnjy+ Julust =+ :1
7/22/2019 Topic 9 - Market Segmentation Targeting and Positioning
http://slidepdf.com/reader/full/topic-9-market-segmentation-targeting-and-positioning 68/68
OG^POTPOGO_PBJKEJPHO^BGL;TPOS GO]^7GO]^7
^mursnjy+ Julust =+ :1