Bài giảng Marketing - Chapter 9

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No reproduction or distribution without the prior written consent of McGraw-Hill Education.LO 9-3LO 9-2LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO:LO 9-1Explain what market segmentation is and when to use it.Identify the five steps involved in segmenting and targeting markets.Recognize the bases used to segment consumer and organizational (business) markets.9-*LO 9-5LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO:LO 9-4Develop a market-product grid to identify a target market and recommend resulting marketing actions.Explain how marketing managers position products in the marketplace.9-*ZAPPOS.COM’S STRATEGY:SEGMENTS + SERVICE = “WOW”A Clear Market Segmentation StrategyDelivering WOW Customer Service9-*Product DifferentiationMarket SegmentationMarket SegmentsSegmentation: Linking Needs to ActionsThe Zappos Segmentation StrategyWHY SEGMENT MARKETS?WHAT MARKET SEGMENTATION MEANSLO 9-19-*FIGURE 9-1 Market segmentation links market needs to an organization’s marketing program through marketing mix actions9-*FIGURE 9-2 A market-product grid shows the kind of sleeper that is targeted for each of the bed pillows with a different firmnessUsing Market-Product Grids9-*WHY SEGMENT MARKETS?WHEN AND HOW TO SEGMENT MARKETSLO 9-1One-Size-Fits-All Mass MarketsNo Longer ExistOne Product andMultiple Market SegmentsMultiple Products and Multiple Market Segments9-*Sporting News Baseball Yearbook  What market segmentation strategy is used?LO 9-19-*WHY SEGMENT MARKETS?WHEN AND HOW TO SEGMENT MARKETSLO 9-1Segments of OneMass CustomizationBuild-to-Order (BTO)9-*WHY SEGMENT MARKETS?WHEN AND HOW TO SEGMENT MARKETSLO 9-1The Segmentation Tradeoff:Synergies vs. Cannibalization“Tiffany/Walmart”StrategiesOrganizational SynergyCannibalization9-*FIGURE 9-3 The five key steps in segmenting and targeting markets that link market needs to a firm’s marketing program9-*SEGMENTING AND TARGETING MARKETSSTEP 1: GROUP POTENTIAL BUYERS INTO SEGMENTS LO 9-2Criteria to Use inForming the SegmentsSimilarity of Needs ofPotential Buyers within a SegmentPotential for Increased ProfitSimilarity of Needs ofPotential Buyers within a Segment9-*SEGMENTING AND TARGETING MARKETSSTEP 1: GROUP POTENTIAL BUYERS INTO SEGMENTS LO 9-2Criteria to Use inForming the SegmentsPotential of a Marketing Actionto Reach a SegmentDifference of Needs ofBuyers Among Segments9-*SEGMENTING AND TARGETING MARKETSSTEP 1: GROUP POTENTIAL BUYERS INTO SEGMENTS LO 9-3Ways to Segment Consumer MarketsGeographic Segmentation (88%)Demographic Segmentation (53%)9-*SEGMENTING AND TARGETING MARKETSSTEP 1: GROUP POTENTIAL BUYERS INTO SEGMENTS LO 9-3Ways to Segment Consumer MarketsPsychographic Segmentation (43%)Behavioral Segmentation (65%) Product Features Usage Rate or Frequency Marketing 80/20 Rule9-*FIGURE 9-4 Segmentation bases, variables, and breakdowns for U.S. consumer markets9-*MARKETING MATTERSTo Which “Flock” Do You Belong?LO 9-39-*FIGURE 9-5 Patronage of fast-food restaurants by adults 18 years and older Source: Experian Marketing Services Simmons Winter 2013 Full Year Adult Survey 12-Month OneViewSM Crosstabulation Report: Based on Visits within the Past 30 Days9-* Source: Experian Marketing Services Simmons Winter 2013 Full Year Adult Survey 12-Month OneViewSM Crosstabulation Report: Based on Visits within the Past 30 DaysFIGURE 9-6 Comparison of various kinds of users and nonusers for Wendy’s, Burger King, and McDonald’s fast-food restaurants9-*SEGMENTING AND TARGETING MARKETSSTEP 1: GROUP POTENTIAL BUYERS INTO SEGMENTS LO 9-3Variables to Use in Forming SegmentsStudentsNonstudents Dorms, Sororities, & Fraternities Faculty & Staff Apartments Day Commuters Night Commuters Residents in Area Workers in Area9-*SEGMENTING AND TARGETING MARKETSSTEP 1: GROUP POTENTIAL BUYERS INTO SEGMENTS LO 9-3Ways to Segment Organizational MarketsGeographic SegmentationDemographic SegmentationBehavioral Segmentation9-*FIGURE 9-7 Segmentation bases, variables, and breakdowns for U.S. organizational markets9-*SEGMENTING AND TARGETING MARKETSSTEP 2: GROUP PRODUCTS INTO CATEGORIES LO 9-3Individual Wendy’s ProductsBreakfastGroupings of Wendy’s Products: MealsLunchBetweenMeal SnackDinnerAfterDinnerSnack9-*FIGURE 9-8 Wendy’s new products and innovations target specific market segments based on a customer’s gender, needs, or university affiliation9-*SEGMENTING AND TARGETING MARKETSSTEP 3: DEVELOP A MARKET-PRODUCT GRID AND ESTIMATE THE SIZE OF MARKETS LO 9-4Forming a Market-Product GridEstimating Market Sizes: FIGURE 9-A 9-*FIGURE 9-9 Selecting a target market for your Wendy’s fast-food restaurant next to an urban university (target market is shaded)9-*SEGMENTING AND TARGETING MARKETSSTEP 4: SELECT TARGET MARKETS LO 9-4Criteria to Use in SelectingTarget Markets Those That Divide a Market into SegmentsTwo Types of Criteria Those That Actually Pick the Target Segments9-*SEGMENTING AND TARGETING MARKETSSTEP 4: SELECT TARGET MARKETS LO 9-4Criteria to Use in SelectingTarget MarketsMarket SizeExpected GrowthCompetitive PositionCost of Reaching the SegmentOrganizational Compatibility9-*SEGMENTING AND TARGETING MARKETSSTEP 4: SELECT TARGET MARKETS LO 9-4Choose the Products & SegmentsNo BreakfastFour Student Segments Only9-*SEGMENTING AND TARGETING MARKETSSTEP 5: TAKE MARKETING ACTIONSLO 9-4Wendy’s Segmentation Strategy NowDay CommutersBetween-Meal SnacksDinners to Night CommutersFuture Strategies for Wendy’sKeeping an Eye on Competition9-*FIGURE 9-10 Advertising actions to market various meals to a range of possible market segments of students9-*SEGMENTING AND TARGETING MARKETSSTEP 5: TAKE MARKETING ACTIONSLO 9-4Apple’s Ever-Changing Segmentation StrategyMarketing SynergiesMarket-Product Synergies: A Balancing ActProduct SynergiesApple’s1984 Ad9-*MARKETING MATTERSApple’s Segmentation StrategyLO 9-49-*POSITIONING THE PRODUCTLO 9-5Product PositioningHead-to-Head PositioningProduct RepositioningTwo Approaches to Product PositioningDifferentiation PositioningWriting a Positioning Statement9-*POSITIONING THE PRODUCTLO 9-5Identify Important Attributes for aProduct or Brand ClassProduct Positioning w/ Perceptual MapsCustomers’ Ratings of CompetingProducts or Brands on These AttributesCustomer’s Ratings of the Company’sProducts or Brands on These AttributesReposition the Company’s Products orBrands in the Minds of Consumers9-*POSITIONING THE PRODUCTLO 9-5Perceptual MapA Perceptual Map to RepositionChocolate Milk for AdultsIdentify Important Attributes for Adult DrinksDiscover How Customers See Chocolate MilkReposition Chocolate Milk to Make It MoreAppealing to AdultsDiscover How Adults See Competing Drinks9-*FIGURE 9-B A perceptual map of the location of beverages in the minds of American adults9-*FIGURE 9-11 The strategy American dairies are using to reposition chocolate milk to reach adults9-*PRINCE SPORTS, INC.:TENNIS RACQUETS FOR EVERY SEGMENTVIDEO CASE 99-*