session 10 - Administration We use BLACKBOARD, NOT Katalyst...

Info iconThis preview shows pages 1–11. Sign up to view the full content.

View Full Document Right Arrow Icon
1 Administration We use BLACKBOARD, NOT Katalyst Callaway will due this Wed Black & Decker write-ups: issues Low pass: you need work much harder next time Midterm on Wed next week, in class, with one page of cheat sheet. I will distribute the sheet this Wed Remember to bring your name card
Background image of page 1

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

View Full DocumentRight Arrow Icon
2 Segmentation bases , con’t. Behavior •Benefits sought •Usage occasion ( e.g. Halloween, Mother’s day) •Usage level ( Light, Medium, and Heavy ) •Buyer readiness ( Unaware, Aware, Informed, interested, desire…) •Brand loyalty ( Hard-core, Split, Shifting, Switcher) •User status ( Non-, Ex-, Regular, Potential, First-time ) •and so on…
Background image of page 2
3 Segments by benefits: Toothpaste The worriers (mainly seek decay prevention and other dental health) The sensory and sociable segment (seek brightness of teeth, flavor, and freshness)
Background image of page 3

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

View Full DocumentRight Arrow Icon
Differentiable: The segments are conceptually distinguishable and respond differently to different marketing-mix elements and programs. Operational: Segment membership can be identified. The size, purchasing power, and characteristics of the segments can be measurable. The segments can be effectively reached and served. Substantial : the segment should be large enough to be profitable. Some criteria for effective segmentation
Background image of page 4
Separating customers into groups, so as to maximize: Within Group Homogeneity Between Groups Heterogeneity Segmentation base: Geographic variables Demographics Psychographics Behaviors Combinations Summary
Background image of page 5

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

View Full DocumentRight Arrow Icon
6 Marketing Strategy Segmentation, Targeting and Positioning, con’t Marketing Management Qiang Liu
Background image of page 6
7 Agenda Segmentation, targeting, positioning Targeting Positioning
Background image of page 7

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

View Full DocumentRight Arrow Icon
8 Targeting The process of evaluating segments and selecting one or more segments as the focus of certain marketing mix offerings (4Ps).
Background image of page 8
9 “Chain Models” of Segment Value Application: The target market for the XYZ company is “baby boom” adults in the US (i.e., individuals born between 1946 and 1964 comprising approximately 40% of US’s 200 million adult population. ). 80% of baby boomers consume at least one unit/year in the product category and among these the average usage rate is 5 units/year . XYZ currently has a 40% market share in this segment. What is the segment value of baby boomer per year? Number of Customer = Population * Segment Size *Segment Penetration (%) = 200,000,000*0.4*0.8=64,000,000, Net Value per Customer = Usage Rate * Unit Contribution ($)– Customer Costs = 5 * 2 - 0 = 10 Segment Value = Number of Customer * Net Value per Customer =64M *10 = 640 M For XYZ the segment value is : 640*0.4= 256M
Background image of page 9

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

View Full DocumentRight Arrow Icon
T argeting: Choosing your Target Market(s) Target Market Selection Company “Fit” • With Objectives • With Competencies • With Resources Market Opportunities for Profit: • Segment Size • Growth rate/potential Competitive Intensity •Underserved Needs?
Background image of page 10
Image of page 11
This is the end of the preview. Sign up to access the rest of the document.

This document was uploaded on 02/06/2011.

Page1 / 31

session 10 - Administration We use BLACKBOARD, NOT Katalyst...

This preview shows document pages 1 - 11. Sign up to view the full document.

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