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Marketing Managment Kotler mm14 ch07_dppt

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Marketing Managment Kotler mm14 ch07_dppt

  1. 1. Kotler • Keller Phillip Kevin Lane Marketing Management • 14e
  2. 2. Identifying Market Segments and Targets Chapter 7
  3. 3. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 26 Discussion Questions 1. What are the different levels of market segmentation? 2. In what ways can a company divide a market into segments? 3. What are the requirements for effective segmentation? 4. How should business markets be segmented? 5. How should a company choose the most attractive target markets?
  4. 4. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 26 Target Marketing Requirements 1. Identify and profile distinct groups of buyers (market segmentation). 2. Select one or more market segments to enter (market targeting). 3. For each, establish and communicate benefits of offering (market positioning).
  5. 5. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 26 Bases for Segmenting Consumers Geographic Demographic Psychographic Behavioral
  6. 6. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 26 Geographic Segmentation Geoclustering
  7. 7. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 26 Demographic Segmentation Age and Life-cycle Stage Life Stage Gender Income Generation Race and Culture
  8. 8. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 26 Age and Life-Cycle Stage
  9. 9. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 26 Life Stage
  10. 10. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 26 Gender Women: Influence 80% of consumer purchases Make 75% of new home decisions Purchase 60% of cars
  11. 11. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 26 Income
  12. 12. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 26 Generation Gen X (1964-1978) Baby Boomers (1946-1964) Silent Generation (1925-1945) Millennials (Gen Y) – (1979-1994) -78 Million people -$187 annual spending power
  13. 13. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 26 Cohort Size Defining Features Millennials (1979-1994) 78 m Raised in affluence, tech savvy, perceived immunity from marketing Gen X (1964-1978) 50 m Parents relied on day care, accepts diversity, pragmatic and individualistic Baby Boomers (1946-1964) 76 m Control 3/4th of the wealth in the U.S, seek fountain of youth (hair color, hair replacement), home exercise equipment Silent Generation (1925-1945) 42 m Lead vibrant lives, spend money and time on grandchildren. U.S. Generation Cohorts
  14. 14. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 26 Race and Culture
  15. 15. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 26 Multicultural Market Profile
  16. 16. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 26 Psychographic Segmentation • Personality traits • Lifestyle • Values
  17. 17. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 26 Figure 7.1 VALS Segmentation System
  18. 18. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 26 Behavioral Segmentation User and Usage Needs and Benefits Decision Roles Usage occasions User status Usage rate Buyer-readiness Loyalty status
  19. 19. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 26 Figure 7.2 Brand Funnel
  20. 20. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 26 Consumer Attitudes Enthusiastic Positive Indifferent Negative Hostile
  21. 21. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 26 Figure 7.3 Behavioral Segmentation
  22. 22. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 26 Bases for Segmenting B2B Markets Demographic Operating Variables Purchasing Approach Situational Factors Personal Characteristics Industry, company size, location Technology, user status, customer capabilities Power structure, nature of existing relationship Urgency, specific application, size of order Buyer-seller similarity, loyalty, risk attitude
  23. 23. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 26 Market Targeting Effective Segmentation Criteria Measurable Substantial Accessible Differentiable Actionable
  24. 24. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 26 Market Targeting Porter’s Five Force
  25. 25. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 26 Evaluating and Selecting Segments Individual marketing Full market coverage Multiple segment specialization Single-segment concentration
  26. 26. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 26 Figure 7.4 Levels of Segmentation

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