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Chapter 9 Identifying Market Segments and Selecting Target Markets PowerPoint by Karen E. James Louisiana State University - Shreveport ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 1 in .Objectives  Learn how companies
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Xác định thị trường Chapter 9 Identifying Market Identifying Segments and Selecting Target Markets Target PowerPoint by Karen E. James Louisiana State University - Shreveport ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 1 in Objectives  Learn how companies identify the segments that make up a market.  Understand the criteria companies use to choose the most attractive market segments. ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 2 in Target Marketing  Target marketing requires marketers to take three major steps: – Market segmentation: Identifying and profiling distinct groups of buyers who differ in their needs and preferences. – Market targeting: Selecting one or more market segments to enter. – Market positioning: Establishing and communicating the key distinctive benefit(s) of the company’s market offering to each target. ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 3 in Using Market Segmentation  Mass marketing is losing popularity  Micromarketing can be undertaken at four levels: – Segment marketing – Niche marketing – Local marketing – Individual marketing ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 4 in Using Market Segmentation  Three patterns of preference segments are typically identified: – Homogeneous preferences – Diffused preferences – Clustered preferences ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 5 in Using Market Segmentation Needs-based Segmentation Process  Needs-based  Segment segmentation profitability  Segment  Segment identification positioning  Segment  Segment attractiveness “acid test”  Marketing-mix strategy ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 6 in Using Market Segmentation  Useful market segments share certain characteristics: – Measurable – Substantial – Accessible – Differentiable – Actionable ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 7 in Segmenting Consumer Markets Bases for  Nation or country Segmentation  State or region  Geographic  City or metro size  Demographic  Density  Psychographic  Climate  Behavioral ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 8 in Segmenting Consumer Markets  Age, race, gender Bases for  Income, education Segmentation  Family size  Family life cycle  Geographic  Occupation  Demographic  Religion, nationality  Psychographic  Generation  Behavioral  Social class ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 9 in Segmenting Consumer Markets Bases for  Lifestyle Segmentation – Activities – Interests  Geographic – Opinions  Demographic  Personality  Psychographic  Core values  Behavioral ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 10 in Segmenting Consumer Markets Bases for  Occasions Segmentation  Benefits  User status  Geographic  Usage rate  Demographic  Loyalty status  Psychographic  Buyer-readiness  Behavioral  Attitude ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 11 in Segmenting Consumer Markets  Multi-attribute segmentation via geoclustering combines multiple variables to identify smaller, better- defined target groups – PRIZM Geoclustering system uses demographic, geographic, lifestyle, and behavioral characteristics ©2003 Prentice Hall, Inc. To accompany A Framework for Slide 12 in Segmenting Business Markets Bases for Segmentation  Operating  Situational variables factors  Purchasing  Personal ...