Bài giảng Marketing - Chapter 9: Segmentation, targeting, and positioning

segmentation, targeting, and positioningnineCopyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LEARNING OBJECTIVES LO 9-1 Outline the different methods of segmenting a market.LO 9-2 Describe how firms determine whether a segment is attractive and therefore worth pursuing.LO 9-3 Articulate the differences among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing.LO 9-4 Determine the value proposition.LO 9-5 Define positioning and describe how firms do it.Segmentation, Targeting, Positioning ProcessStep 1Strategy or ObjectivesStep 2Segmentation MethodsStep 3Evaluate Segment AttractivenessStep 4Select Target MarketStep 5Identify and Develop Positioning StrategySegmentationTargetingPositioningStep 1: Establish Overall Strategy or ObjectivesCheck YourselfDerived from mission and current state©M. Hruby.Step 2: Segmentation MethodsSegmentation MethodSample SegmentsGeographicContinent: North America, Asia, Europe, AfricaWithin U.S.: Pacific, mountain, central, south, mid-Atlantic, northeastDemographicAge, gender, incomePsychographicLifestyle, self-concept, self-valuesBenefitsConvenience, economy, prestigeBehavioralOccasion, loyaltyGeographic Segmentation©ImagineChinaDemographic SegmentationMost common segmentation strategyU.S. Census Bureau Website©Stockbyte/Getty ImagesPsychographic Segmentation©Benetton Group SPA; Photo by: Oliviero ToscaniGeodemographic SegmentationClaritas WebsiteSource: Reprinted with permission of The Nielsen Company.Benefit Segmentation©image100/PunchStock©image100/PunchStockMichael Hevesy/Photodisc/Getty ImagesBehavioral SegmentationRoyalty-Free/CORBISWhat are the various segmentation methods?Step 3: Evaluate Segment AttractivenessIdentifiableWho is in their market?Are the segments unique?Does each segment require a unique marketing mix?Liquidlibrary/Dynamic Graphics/JupiterimagesLiquidlibrary/Dynamic Graphics/JupiterimagesComstock Images/JupiterImagesSubstantialToo small and it is insignificantToo big and it might need it’s own store©Jerry Arcieri/CorbisReachable©Digital Vision/PunchStockResponsiveCustomers must:ProfitableHomeownersBusinessesSegment size75,0001,000Segment adoption percentage1%20%Purchase behavior Purchase price Frequency of purchase$100 12 times$50020 timesProfit margin percentage60%80%Fixed costs$400,000$1,000,000Segment profit$140,000$600,000Step 4: Selecting a Target MarketConde Nast has more than 20 niche magazines focused on different aspects of life.©M HrubySegmentation StrategyStep 5: Develop Positioning StrategyPhoto by Tiffany Rose/WireImage/Getty ImagesPositioning StepsPerceptual MapsWhat is a perceptual map?Identify the six positioning steps.Benefit segmentation groups consumers on the basis of the benefits they derive from products or services.GlossaryDemographic segmentation groups consumers according to easily measured, objective characteristics such as age, gender, income, and education.GlossaryGeodemographic segmentation uses a combination of geographic, demographic, and lifestyle characteristics to classify consumers.GlossaryGeographic segmentation organizes customers into groups on the basis of where they live.GlossaryBehavioral segmentation divides customers into groups based on how they use the product or service.GlossaryPsychographic segmentation, or psychographics, allows people to describe themselves using characteristics that help them choose how they occupy their time (behavior) and what underlying psychological reasons determine these choices.GlossaryThe Value and Lifestyle Survey (VALS) is a psychographic tool that classifies consumers into eight categories based on their answers to a questionnaire.Glossary