CH08 - PART CONNECTING WITHCUSTOMERS 3...

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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 8-1 CONNECTING  WITH CUSTOMERS PART 3
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 8-2 IDENTIFYING Market Segments & Targets Chapter 8
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1. What are the different levels of market  segmentation? 2. How can a company divide a market into  segments? 3. How should a company choose the most  attractive target markets? 4. What are the requirements for effective  segmentation? In this chapter, we address the following questions:
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 8-4 China is an attractive target market for many companies because of its huge population
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 8-5 Levels of Market Segmentation In Mass marketing, seller engages in mass  production of one product for all Now, consumers want to stand out from  crowd Turn to micromarketing – segments,  niches, local areas or individuals
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 8-6 In Hong Kong, ICI Paints  recognized key role women  play as influencers in  purchase of house paints. Targeted at women, it  wanted a campaign that is  unique. The campaign  portrayed ICI Dulux  supreme as the “ best make  up for your walls .” The visuals – stunning -  brought home message that  paint, like make up, is  smooth, water  resistant &  has longlasting color.
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 8-7 Levels of Market Segmentation Segment Marketing Market segment – a group of consumers who  share similar set of needs & wants Segment marketing – better design, price,  communicate, deliver to target market Also applied to bigger-ticket items flexible market offering  has 2 parts:  naked solution  – whole segment value, discretionary options –  some value Market segments defined in many ways One way - identify  preference segments
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 8-8 Figure 8.1 Basic Market-Preference Patterns ice cream attributes -sweetness &  creaminess Homogeneous preferences Figure 8.1(a) - all consumers roughly  same preferences - no segments Diffused preferences Figure 8.1(b) - consumers vary  greatly in their preferences Clustered preferences reveal distinct preference clusters,  called  natural market segments  Figure 8.1(c)
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 8-9 Although Vietnam is becoming more modernized, selling  products by using traditional baskets balanced over one’s  shoulder is still a common feature
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CH08 - PART CONNECTING WITHCUSTOMERS 3...

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