Principles of Marketing chapt7_09

Principles of Marketing chapt7_09 - Marketing Principles...

Info iconThis preview shows pages 1–14. Sign up to view the full content.

View Full Document Right Arrow Icon
Customer-Driven Marketing Strategy: Creating Value for Target Customers Chapter7 Marketing Principles Marketing Principles
Background image of page 1

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

View Full DocumentRight Arrow Icon
Chapter Concepts: 1. Market Segmentation 2. Marketing Target 3. Differentiation and Positioning 4. Positioning for Competitive Advantage 7-3
Background image of page 2
Marketing Marketing Segmentation: Definition Segmentation: Definition Market segmentation is the process of dividing a total market or a group of customer into distinct groups having similar characteristics, needs and values. Segmentation is the process of: s Defining potential segments s Collecting data on the characteristic of each segment s Analyzing data on the targeted segments s Developing appropriate mkt strategies and action plan for each segment.
Background image of page 3

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

View Full DocumentRight Arrow Icon
Steps in Market Segmentation, Targeting, and Positioning If you are not segmenting, you are not marketing Prof Teodore Levitt
Background image of page 4
Market Segmentation
Background image of page 5

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

View Full DocumentRight Arrow Icon
Market Segmentation Segmenting consumer markets Segmenting business markets Segmenting international markets Requirements for effective segmentation
Background image of page 6
Marketing Segmentation Marketing Segmentation Profile Profile Demographic Socio-economic Geographic Psychographic segmentation Psychographic segmentation Lifestyle Personality Behavioral segmentation Behavioral segmentation Benefits sough Purchase occasion Usage Perception and beliefs Segmenting Consumer Segmenting Consumer Markets Markets Requirements for Effective Segmentation Topics Topics
Background image of page 7

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

View Full DocumentRight Arrow Icon
Marketing Segmentation Marketing Segmentation Segmenting Consumer Segmenting Consumer Markets Markets Requirements for Effective Segmentation Topics Topics Profile Profile Gap kids, Baby gap, Gap maternity Nokia 4 cathegorie MacDonald EU Vs India Vs Moroco Psychographic segmentation Psychographic segmentation Mot Raz phone MotoPEbl -- casual lifestyle Behavioral segmentation Behavioral segmentation Light, Medium, Heavy users
Background image of page 8
Market Segmentation Geographic World Region or Country Region of Country City or Metro Size Density or Climate
Background image of page 9

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

View Full DocumentRight Arrow Icon
Market Segmentation P&G has different toothpastes for different age groups. Avoid stereotypes in promotions. Promote positive messages. Demographic: Age and Life-Cycle Stage
Background image of page 10
Age and Life-Cycle Segmentation P&G targets kids with Crest Kid’s Cavity Protection toothpaste. It’s gentle on tooth enamel and has “fun- filled sparkles and sparkle fun flavor just for kids.”
Background image of page 11

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

View Full DocumentRight Arrow Icon
Market Segmentation Women make 90% of home improvement decisions. Women influence 80% of all household consumer purchases. Demographic: Gender
Background image of page 12
Market Segmentation Identifies and targets the affluent for luxury goods. People with low annual incomes
Background image of page 13

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

View Full DocumentRight Arrow Icon
Image of page 14
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 79

Principles of Marketing chapt7_09 - Marketing Principles...

This preview shows document pages 1 - 14. Sign up to view the full document.

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