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Chapter9 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       Download Xem online

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1. Chapter9 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
2. 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
3. TargetMarketing 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 companys market offering to each target. ©2003 Prentice Hall, Inc. To accompany A Framework for   Slide 3 in
4. UsingMarketSegmentation 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
5. UsingMarketSegmentation 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
6. UsingMarketSegmentation 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
7. UsingMarketSegmentation Useful market segments share certain characteristics: Measurable Substantial Accessible Differentiable Actionable ©2003 Prentice Hall, Inc. To accompany A Framework for   Slide 7 in
8. SegmentingConsumerMarkets 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
9. SegmentingConsumerMarkets 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
10. SegmentingConsumerMarkets 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
11. SegmentingConsumerMarkets 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
12. SegmentingConsumerMarkets 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
13. SegmentingBusinessMarkets Bases for Segmentation Operating                         Situational variables                          factors Purchasing      Personal approaches       characteristics Demographic variables ©2003 Prentice Hall, Inc. To accompany A Framework for   Slide 13 in
14. SegmentingBusinessMarkets Rackman and Vincentis proposed a segmentation scheme that classifies business buyers into three groups: Price-oriented customers: best served via transactional selling Solution-oriented customers: best served by means of consultative selling Strategic-value customers: best served by means of enterprise selling ©2003 Prentice Hall, Inc. To accompany A Framework for   Slide 14 in
15. MarketTargetingStrategies Evaluating and selecting market segments requires assessing the segments overall attractiveness in light of companys objectives and resources. Five patterns of target market selection can then be considered. ©2003 Prentice Hall, Inc. To accompany A Framework for   Slide 15 in
16. MarketTargetingStrategies Patterns of Target Market Selection Single-segment                        Product concentration                          specialization Selective                             Market specialization                         specialization Full market coverage ©2003 Prentice Hall, Inc. To accompany A Framework for   Slide 16 in
17. MarketTargetingStrategies Targeting multiple segments may result in cost economies Supersegment targeting may be appropriate Blocked markets often require megamarketing countermeasures Be aware of ethical concerns ©2003 Prentice Hall, Inc. To accompany A Framework for   Slide 17 in