chapter 9kisi.deu.edu.tr/banu.atrek/mba 5011 strategic marketing management... · chapter 9...
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Copyright © 2016 Pearson Education Ltd. 9-2
Bases for Segmenting Consumer Markets
• Market segment– A group of customers who share a similar set
of needs and wants
Geographic segmentation
Psychographic segmentation
Demographic segmentation
Behavioral segmentation
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Geographic Segmentation
• Geographical units– Nations, states, regions, counties, cities, or
neighborhoods• Nielsen Claritas’ PRIZM
– Education and affluence– Family life cycle– Urbanization– Race and ethnicity– Mobility
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Demographic Segmentation
Age & life-cycle stage Life stage
Gender
IncomeGeneration
Race & culture
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Demographic Segmentation
• Age and life-cycle stage– Our wants and abilities change with age
• Life stage– A person’s major concern (e.g., divorce)
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Demographic Segmentation
• Gender– Men and women have
different attitudes and behave differently
• Income– Income segmentation is
a long-standing practice
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Demographic Segmentation• Generation
Millennials (Gen Y)Selective, confident, and impatient
1977 and 1994Student Ambassadors
Street TeamsCool Events
Baby Boomers1946 and 1964
“Fifty is the new thirty.”
Gen X1964-1978
Pragmatic and individualistic
Silent Generation1925 and 1945
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Demographic Segmentation
• Race and culture
Hispanic Americans
African Americans
Asian Americans
LGBT
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Psychographic Segmentation
• Buyers are divided into groups on the basis of psychological/personality traits, lifestyle, or values
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PSYCHOGRAPHIC SEGMENTATION
VF Corporation offers a closet full of more than30 premium lifestyle brands.
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Figure 9.1: VALSSegmentation System
Experiencers-Young, ambitous, rebellian, react with emotions. They spend a comparatively high proportion of income on fashion, entertainment, andsocializing
Believers-Conservative, traditional, obedient
Survivors—Elderly, passive people concerned about change and loyal to their favorite brands
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BEHAVIORAL SEGMENTATION
• Marketers divide buyers into groups on the basis of their knowledge of, attitude toward, use of, or response to a product
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BEHAVIORAL SEGMENTATION
• Decision roles– Initiator– Influencer– Decider– Buyer– User
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BEHAVIORAL SEGMENTATION
Schwinn makes bikes for every benefit segment.
Seven major benefit groups: cruisers, hybrid, bike path, mountain, road, urban, and kids.
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USER AND USAGE-RELATEDVARIABLES
Occasions User status
Usage rate
Buyer-readiness
stage
Loyalty status
Attitude
nonusers, ex-users, potential users,
first-time users, and regular users
light, medium, and heavy
product users.
unaware, aware, informed, interested,
intention to buy
enthusiastic, positive,
indifferent, negative, and
hostile
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How Should Business Markets Be Segmented?
Demographic Operating variables Purchasing approaches Purchasing approaches Situational factors Personal characteristics
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EffectiveSegmentation Criteria
Measurable (size, purchasing power, and characteristics )
Substantial (large and profitable enough to serve)
Accessible
Differentiable (distinguishable and respond differently to different marketing mix elements and programs)
Actionable (effective programs can be formulated forattracting and serving the segments)
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Porter’s five forces
Threat of Rivalry
Threat of SupplierBargaining Power
Threat of Buyer Bargaining Power
Threat of New Entrants
Threat of Substitutes
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Evaluating & Selecting the Market Segments
• Figure 9.4: Possible Levels of Segmentation
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One-to-one marketing
Identify your prospects and customers
Differentiate customers in terms of their needs and value to your company
Interact to improve your knowledge about customers’ needs and to build relationships
Customize products, services,and messages to each customer
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Legal and Ethical Issues
• Marketers must avoid consumer backlash– Labeling consumers– Vulnerable groups – Disadvantaged groups– Potentially harmful
products