Marketing Management Kotler Edition 14th_08_ippt

1、8Identifying Market Segments and Targets,1,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 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

2、business markets be segmented? How should a company choose the most attractive target markets?,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-3,Effective Targeting Requires,Identify and profile distinct groups of buyers who differ in their needs and preferences Select one or mo

3、re market segments to enter Establish and communicate the distinctive benefits of the market offering,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 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.,Copyrig

4、ht 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-5,Segmenting Consumer Markets,Geographic,Demographic,Psychographic,Behavioral,Geographic Segmentation,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-6,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hal

5、l 8-7,Claritas Prizm,Education and affluence Family life cycle Urbanization Race and ethnicity Mobility,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-8,Demographic Segmentation,Age and life cycle Life stage Gender Income Generation Social class Race and Culture,Age and Lifecyc

6、le Stage,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-9,Gender and Income,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-10,Generational Influences,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-11,Race and Culture,Copyright 2011 Pe

7、arson Education, Inc. Publishing as Prentice Hall 8-12,Psychographic Segmentation and The VALS Framework,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-13,Behavioral Segmentation Based on Needs and Benefits,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-14

8、,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-15,Behavioral Segmentation: Decision Roles,Initiator,Influencer,Decider,Buyer,User,Behavioral Segmentation: Behavioral Variables,Occasions Benefits User Status Usage Rate,Buyer-Readiness Loyalty Status Attitude,Copyright 2011 Pear

9、son Education, Inc. Publishing as Prentice Hall 8-16,Figure 8.2 Example of a Brand Funnel,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-17,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-18,Loyalty Status,Hard-core Split loyals Shifting loyals Switchers,Fi

10、gure 8.3 Behavioral Segmentation Breakdown,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-19,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-20,Segmenting for Business Markets,Demographic Operating variable Purchasing approaches Situational factors Personal

11、 characteristics,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-21,Steps in Segmentation Process,Need-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test Market mix strategy,Copyright 2011 Pearson Educatio

12、n, Inc. Publishing as Prentice Hall 8-22,Effective Segmentation Criteria,Measurable Substantial Accessible Differentiable Actionable,Porters 5 Forces Model,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-23,Threat of Rivalry,Threat of Supplier Bargaining Power,Threat of Buyer Ba

13、rgaining Power,Threat of New Entrants,Threat of Substitutes,Figure 8.4 Possible Levels of Segmentation,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-24,For Review,What are the different levels of market segmentation? How can a company divide a market into segments? What are the requirements