cb segmentation 2
TRANSCRIPT
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What Kind of
Consumer Does This Ad Target?
1Chapter Three Slide9/2/2014
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This Ad Targets Runners Who Are Physically
Active People and Also Relish the Outdoors.
2Chapter Three Slide9/2/2014
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Why Segmentation is Necessary
Consumer needs
differs
Differentiation helpsproducts compete
Segmentation helps
identify media
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Positioning
The value
proposition,
expressed through
promotion, statingthe products or
services capacity
to deliver specificbenefits.
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Criteria for Effective Targeting
Identifiable Sizeable
Stable Accessible
Congruent with the
companys objectives
and resources
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Bases for Segmentation
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Consumer-Rooted Segmentation Bases
Demographics
Geodemographic
Personality Traits
Lifestyles
Sociocultural
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Demographic Segmentation
Age Gender
Marital StatusFamily Life-
cycle
Income,Education, and
Occupation
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Geodemographic Segmentation
Based on geography and demographics
People who live close to one another are
similar Birds of a feather flock together
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One PRIZM Segment - Table 3.4 (excerpt)
MOVERS & SHAKERS
1.59 of U.S. households, Median household income: $95,372, Predominant employment:Professional
Social group: Elite suburbs, Life stage group: Midlife success, Key education level: Collegegrad+
Adult age range: 3564
CHARACTERISTICS
Movers & Shakers is home to Americas up-and-coming business class: a wealthy suburbanworld of dual-income couples who are highly educated, typically between the ages of 35and 54 and often with children. Given its high percentage of executives and white-collarprofessionals, theres a decided business bent to this segment: Movers & Shakers rank
number-one for owning a small business and having a home office.
LIFESTYLE TRAITS:
Go scuba diving/snorkeling, Plan travel on the Internet
Read PC Magazine, Listen to adult contemporary radio
Drive a Porsche
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Personality Traits
People often do not identify these traits
because they are guarded or not consciously
recognized Consumer innovators
Open minded
Perceive less risk in trying new things
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Lifestyles
Psychographics
Includes activities,
interests, andopinions
They explain buyers
purchase decisionsand choices
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Discussion Questions
How might you differ from a person with
similar demographics to yourself?
How would this be important for marketers?
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VALS
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Socio-Cultural Values and Beliefs
Sociological = group
Anthropological = cultural
Include segments based on Cultural values
Sub-cultural membership
Cross-cultural affiliations
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Consumption-Specific
Segmentation Bases
Usage rate
Usage situation
Benefit segmentation
Perceived brandloyalty
Brand relationship
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Consumption-Specific Segmentation
Usage-Behavior
Usage rate
Awareness status
Level of involvement
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Consumption-Specific Segmentation
Usage-Behavior
Usage-situation segmentation
Segmenting on the basis of special occasions or
situations
Example : When Im away on business, I try to
stay at a suites hotel.
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Brand Loyalty and Relationships
Brand loyalty includes: Behavior
Attitude
Frequency award programs are popular Customer relationships can be active or passive
Retail customers seek: Personal connections vs. functional features
Banking customers seek: Special treatment
Confidence benefits
Social benefits
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Implementing Segmentation Strategies
Micro- and behavioral targeting
Personalized advertising messages
Narrowcasting Email
Mobile
Use of many data sources
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