segmentation, targeting, and positioning - york …etc.yorktech.com/mkt101/chapter 9 -stp...
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Ch
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r 9
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Segmentation, Targeting, and Positioning
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Chapter Objectives
1. What are the best ways to divide a consumer market into meaningful and distinct groups?
2. How do marketers evaluate market segments and choose the best ones to serve?
3. How do marketers create value propositions to meet the requirements of target customers?
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Objective 1
What are the best ways to divide a consumer
market into meaningful and distinct groups?
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Market Segmentation is the
division of consumer markets into
meaningful and distinct groups.
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Market Segmentation
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Segmentation Criteria
Homogeneous
Heterogeneous
Substantial
Identifiable
Responsive
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Market Segmentation
P&G
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Market Segmentation
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The Segmentation Base is a group
of characteristics that is used to assign
segment members.
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Demographic Segmentation
Gender
Income
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Family Life Cycle Segmentation
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Psychographic Segmentation
Personality
Lifestyle
Social Class
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Behavioral Segmentation
Usage-rate
Life Events
Loyalty
Knowledge
Product Use
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Objective 2
How do marketers evaluate market segments
and choose the best ones to serve?
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Targeting is the process of evaluating
and selecting the most viable market
segment to enter.
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Targeting
Evaluate Select
AttractivenessSize and Growth PotentialBrand ObjectivesOrganizational Resources
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Targeting
Undifferentiated Differentiated Niche Micro
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Objective 3
How do marketers create value propositions
to meet the requirements of target
customers?
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Positioning is the placement of a
product or service offering in the minds
of a selected target market.
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Positioning
Why should they buy from me?
What does the brand stand for?
For whom am I trying to serve?
Unique Selling Proposition
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Positioning
Symbolic
Experiential
Functional
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Perceptual Map
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Selecting a Position
Be Affordable to Target
Valued Benefit for Target
Difficult to Copy
Be Distinct from Competitors
ProfitableEasily
Communicated
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Visual Summary