ADV_318J_Chapter_6 - Chapter 6 - Market Segmentation,...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 6 -- Market Segmentation, Positioning, and the Value Proposition(4e) Highlight I. √ 214 target segment; positioning; positioning strategy, STP marketing a. Target segment- subgroup of the larger market chosen as the focal point for the marketing program and advertising b. Positioning- process of designing and representing one’s product or service so that it will occupy a distinct and valued place in the mind of target audience c. Positioning strategy- key themes or concepts that org. will feature when communicating the distinctiveness of their product to the target audience d. STP marketing- segmenting, targeting, positioning marketing; sequence of activities that works well in a diverse market II. √ 214 Ex. 6.4 -- STP marketing process. this is critical for all that follows in later chapters a. Segmenting: breaking down diverse markets into manageable segments(analyze demographic segmentation) b. Targeting: choosing specific segments as the focal point for marketing efforts (target segment: women 15-24) c. Positioning: aligning the marketing mix to yield distinctive appeal for the target segment (new product line “Gillette for Women: are you ready?”) III. eg 215 Ex. 6.5 and 6.6 -- what do the two ads from the same issue of Seventeen illustrate? a. 6.5- U.S armed forces urging females to join marines b. 6.6- Hard Candy cosmetics illustrating the result of its lipgloss on a woman c. Even though they were in the same magazine targeted at adolescent females, they were designed to reach out to very different segments of adolescent females (You won’t see a marine captain wearing Hard Candy Lipgloss, nor would you see Blondes in 6.6 fighting for the marines) IV. 216 beyond STP -- what are two options to maintain vitality? a. Reassessment of segmentation strategy- detailed examination of segment to figure out new and better needs, or move on to a different segment and promote new product b. Pursue a product differentiation strategy- creating distinguishing products different from competitors (increasing more and more blades in your razor) c. STP must be pursued over and over again to revitalize everytime something gets old V. 216 market segmentation –breaking down from large, heterogeneous to more manageable, homogeneous markets segments a. They must find what media the segment uses to reach the target with the right information b. Favorite TV show for household is Seinfeld<-lots of adv competitions VI. √ 217-24 five broad segmentation criteria: usage; demographics; geographic; psychographic; and, benefit (read sections lightly, no detailed q.s) a. Usage - Mostly heavy users, but they take away the point of having advertising to persuade. Then comes the nonusers and brand-loyal users that are hard to convert; switchers pursue high incentive promotions but leave right afterwards (Example for heavy users: Campbell soup focuses on people who buy a lot of cans and focus on what they like the most) b. Demographics- two applications i. Find out, after segmenting, the age and gender or the heavy users.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 4

ADV_318J_Chapter_6 - Chapter 6 - Market Segmentation,...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online