Escolar Documentos
Profissional Documentos
Cultura Documentos
Chapter Seven
Chapter Objectives
1. Identify the steps in the target marketing
2.
3.
4.
5.
process
Understand the need for market
segmentation and the approaches
available to do it
Explain how marketers evaluate
segments and choose a targeting
strategy
Understand how marketers develop and
implement a positioning strategy
Explain how marketers increase long-term
success and profits by practicing
7-2
customer relationship management
Market Segmentation
Market
Market
People
Peopleor
ororganizations
organizationswith
withneeds
needsor
or
wants
wantsand
andthe
theability
abilityand
andwillingness
willingnessto
tobuy.
buy.
Market
Market
Segment
Segment
AAsubgroup
subgroupof
ofpeople
peopleor
ororganizations
organizations
sharing
sharingone
oneor
ormore
morecharacteristics
characteristicsthat
that
cause
causethem
themto
tohave
havesimilar
similarproduct
productneeds.
needs.
Market
Market
Segmentation
Segmentation
The
Theprocess
processof
ofdividing
dividingaamarket
marketinto
into
meaningful,
meaningful,relatively
relativelysimilar,
similar,identifiable
identifiable
segments
segmentsor
orgroups.
groups.
customer needs
Decision makers can define
Why Market
Segmentation?
Marketers can identify
2
7-5
fragmentation:
The creation of
many consumer
groups due to the
diversity of their
needs and wants
Because of
diversity, the same
goods/services will
not appeal to
everyone
7-6
Figure 7.1
7-7
Figure 7.2
7-8
Segmenting by Demographics:
Segmenting by Demographics:
born between
1965 and 1976
Baby boomers:
born between
1946 and 1964
Older
consumers
7-10
Segmenting by Demographics:
Gender
Many products
7-11
Segmenting by Demographics:
Other Variables
Family life cycle:
Family needs change over time
Different product categories ascend or
Segmenting by Demographics:
Americans
Cultural diversity is
increasing
7-13
Segmenting by Demographics:
Place of Residence
Geodemography:
Combines geography with demographics
Geocoding:
Customizes Web advertising so people who
Segmenting by Psychographics
http://www.youtube.com/watch?v=Mig7E5FtaAI
7-15
Figure 7.3
Learn more
about each
segment by
visiting
Strategic
Business
Insights (
VALS types)
Take the
VALSTM
survey by
visiting
Strategic
Business
Insights (
survey link)
7-16
Segmenting by Psychographics
Niche markets may
be defined by a
single characteristic
Psychographic
segmentation can
be industry specific
Situations, such as
a bad economy, can
create opportunities
for psychographic
segmentation
7-17
Segmenting by Behavior
Behavioral segmentation:
Segments consumers based
on how they act toward, feel about
or use a product
User status
80/20 rule and
segmentation by
usage status
Long tail concept
Usage occasions
7-18
7-19
Figure 7.4
b.
c.
7-20
7-22
Figure 7.5
7-23
7-24
7-25
Figure 7.6
7-27
brands
7-28
7-29
Example?
Excitement Example?
Competence
Example?
Sophistication Example?
Ruggedness
Example?
7-30
Figure 7.7
Perceptual Map
7-31
CRM-Customer Relationship
Management
Toward a Segment of One
Customer relationship
management:
A systematic tracking
of consumers
preferences and
behaviors over time in
order to tailor the value
proposition as closely
as possible to each
individuals unique
wants and needs
7-32
businesses
CRM systems include:
Order and delivery tracking websites
Call centers
Automatic reminder systems
Sales contact management software
7-33
7-34