4 segment market

MARKETINGSEGMENTATION,TARGETING,ANDPOSITIONINGFORCOMPETITIVEADVANTAGE,ContentsMarketsMarketSegmentationMarketTargetingPositioningforCompetitiveAdvantage,MARKETS,Market:Thesetofallactualandpotentialbuyersofaproductorservice.Micromarketing:Aformoftargetmarketinginwhichcompaniestailortheirmarketingprogramstotheneedsandwantsofnarrowlydefinedgeographic,demographic,psychographic,orbehavioralsegments.MassmarketingProduct-varietymarketingTargetmarketing,MARKETSEGMENTATION(1),Marketsegmentation:Dividingamarketintodistinctgroupsofbuyerswithdifferentneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.Markettargeting:Theprocessofevaluatingeachmarketsegmentsattractivenessandselectingoneormoresegmentstoenter.Marketpositioning:Formulatingcompetitivepositioningforaproductandcreatingadetailedmarketingmix.,DISCUSSION,Whysegment?Whatistheobjectivesofsegmentation?WhyisSTPsoimportantinMarketing?,MARKETSEGMENTATION(2),1.Identifybasesforsegmentingthemarket,2.Developprofilesofresultingsegments,3.Developmeasuresofsegmentattractiveness,4.Selectthetargetsegment(s),5.Developpositioningforeachtargetsegment,6.Developmarketingmixforeachtargetsegment,Figure7-1Stepsinmarketsegmentation,targeting,andposition,Marketpositioning,Markettargeting,Marketsegmentation,讨论,阻燃纤维/纺织品的细分市场消费者市场/产业市场/政府市场服装市场的分类,BASESFORSEGMENTINGCONSUMERMARKETS(1),Geographicsegmentation:Dividingamarketintodifferentgeographicalunitssuchasnations,states,regions,counties,cities,orneighborhoods.Demographicsegmentation:Dividingthemarketintogroupsbasedondemographicvariablessuchasage,sex,familysize,familylifecycle,income,occupation,education,religion,race,andnationality.-Ageandlifecyclestage:Dividingamarketintodifferentageandlife-cyclegroups.-Gendersegmentation:Dividingamarketintodifferentgroupsbasedonsex.-Incomesegmentation:Dividingamarketintodifferentincomegroups.,BASESFORSEGMENTINGCONSUMERMARKETS(2),Psychographicsegmentation:Dividingamarketintodifferentgroupsbasedonsocialclass,lifestyle,orpersonalitycharacteristics.Behavioralsegmentation:Dividingamarketintogroupsbasedonconsumerknowledge,attitude,use,orresponsestoaproduct.OccasionsBenefitssoughtUserstatusUsagerateLoyaltystatusOccasionsegmentation:Dividingamarketintogroupsaccordingtooccasionswhenbuyersgettheideatobuy,actuallymaketheirpurchase,orusethepurchaseditem.Benefitssegmentation:Dividingamarketintogroupsaccordingtothedifferentbenefitsthatconsumersseekfromtheproduct.Targetingmultiplesegments,SEGMENTINGBUSINESSMARKET,ProgrammedbuyersRelationshipbuyersTransactionbuyersBargainhunters,SEGMENTINGINTERNATIONALMARKETS,Intermarketsegmentation:Formingsegmentsofconsumerswhohavesimilarneedsandbuyingbehavioreventhoughtheyarelocatedindifferentcountries.,REQUIREMENTSFOREFFECTIVESEGMENTATION,Measurability.Thesize,purchasingpower,andprofilesofthesegmentscanbemeasured.Accessibility.themarketsegmentscanbeeffectivelyreachedandserved.Substantiality.Themarketsegmentsarelargeorprofitableenoughtoserve.Actionability.Effectiveprogramscanbedesignedforattractingandservingthesegments.,MARKETTARGETING,EvaluatingMarketSegments-Segmentsizeandgrowth-Segmentstructuralattractiveness-CompanyObjectivesandResourcesSelectingMarketSegmentsTargetMarket:Asetofbuyerssharingcommonneedsorcharacteristicsthatthecompanydecidestoserve.,SELECTMARKETSEGMENT-UNDIFFERENTIATEDMARKETING,Companymarketingmix,Market,A.Undifferentiatedmarketing,Undifferentiatedmarketing:Amarket-coveragestrategyinwhichafirmdecidestoignoremarketsegmentdifferencesandgoafterthewholemarketwithoneoffer.,SELECTMARKETSEGMENT-DIFFERENTIATEDMARKETING,Companymarketingmix1Companymarketingmix2Companymarketingmix3,Segment1Segment2Segment3,B.Differentiatedmarketing,Differentiatedmarketing:Amarket-coveragestrategyinwhichafirmdecidestotargetseveralmarketsegmentsanddesignsseparateoffersforeach.,SELECTMARKETSEGMENT-CONCENTRATEDMARKETING,Companymarketingmix,Segment1Segment2Segment3,C.Concentratedmarketing,Concentratedmarketing:Amarket-coveragestrategyinwhichafirmgoesafteralargeshareofoneorafewsubmarkets.,SELECTMARKETSEGMENT-CHOOSINGAMARKET-COVERAGESTRATEGY,Productposition:Thewaythattheproductisdefinedbyconsumersonimportantattributestheplacethattheproductoccupiesinconsumersmindsrelativetocompetingproducts.,POSITIONINGFORCOMPETITIVEADVANTAGE,Competitiveadvantage:Anadvantageovercompetitorsgainedbyofferingconsumersgreatervalue,eitherthroughlowerpricesorbyprovidingmorebenefitsthatjustifyhigherprices.PositioningStrategiesChoosingandImplementingaPositioningStrategy,CHOOSINGANDIMPLEMENTINGAPOSITIONINGSTRATEGY,Identifyingpossiblecompetitiveadvantages-Productdifferentiation-Servicesdifferentiation-Personneldifferentiation-ImagedifferentiationSelectingtherightcompetitiveadvantages-Howmanydifferencestopromote?-Whichdifferencest