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7_W18_STP II_Handout.pptx - MKT 300 Marketing Management...

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1MKT 300Marketing ManagementSegmentation, Targeting, andPositioning IIThursday, February 1Winter 2018©Copyright 2018 by Carolyn Yoon.All rightsreservedProf. Carolyn Yoon
STPBegins with an attempt to figure out who we’retalking toSegmentation: How can consumers be sorted bydemographics, behavior, needs?Targeting: Which segment(s) do we pursue? Who is in theselected segment(s)?Then, we have to figure out what to say to themPositioning: What must we say to change current beliefs todesired beliefs?2
Caution required when targetingvulnerablesegments with potentially harmful productsLegal perspective on who’s vulnerable (in marketingcontexts):Incapable of making informed decisions at the time ofpurchase, perhaps due to:Limited educationConditions that interfere w/info processing (e.g., hearingdifficulties associated w/aging)3
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Dakota Smokers: “Young, poorly educated,blue-collar women.”Virile female:White, 18-24 female. She has only a high schooldegree and “work is a job, not a career.” Her free time is spentwith her boyfriend, “doing whatever he is doing.” Thisincludes going to “tough man competitions,” tractor pulls andhot rod shows, and cruising. She watches lots of television,“entertainment she can afford,” in particular “Roseanne.” Oneof her chief aspirations is “to have an ongoing relationshipwith a man.”6
“The well-to-do and well-educated havequit smoking. Those who remain are thedisadvantaged. It’s logical to target them,except you are sending a message societycan’t accept”7
Targeting often involves characterizing representativemember(s) of target audienceRich description, helps illustrate needs we can satisfy8
This is easierto drawThis is harder todrawEssentially, an exercise in perspective-taking9
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Term
Fall
Professor
Burson

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