B6 - Ch07_SegTar Pos [Compatibility Mode]

B6 - Ch07_SegTar Pos [Compatibility Mode] - 1 Chapter 7...

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Unformatted text preview: 1 Chapter 7 Market Segmentation, Targeting, and Positioning for Competitive Advantage Dr. Hoàng Thị Phương Thảo HCMC University of Economics 2 Steps in Market Segmentation, Targeting, and Positioning Market Segmentation 1. Identify bases for segmenting the market 2. Develop segment profiles Market Segmentation 1. Identify bases for segmenting the market 2. Develop segment profiles Market Targeting 3. Develop measure of segment attractiveness 4. Select target segments Market Targeting 3. Develop measure of segment attractiveness 4. Select target segments Market positioning 5. Develop positioning for target segments 6. Develop a marketing mix for each segment Market positioning 5. Develop positioning for target segments 6. Develop a marketing mix for each segment 2 3 Step 1. Market Segmentation Levels of Market Segmentation Through Market Segmentation, Companies Divide Large, Heterogeneous Markets into Smaller Segments that Can be Reached More Efficiently And Effectively With Products and Services That Match Their Unique Needs. Mass Marketing Same product to all consumers (no segmentation, i.e Coca-Cola) Segment Marketing Different products to one or more segments (some segmentation, i.e. Marriott) 4 Niche Marketing Different products to subgroups within segments (more segmentation, i.e. Standard or Luxury SUV’s) Micromarketing Products to suit the tastes of individuals and locations (complete segmentation) Step 1. Market Segmentation Levels of Market Segmentation Local Marketing Tailoring brands/ promotions to local customer groups, i.e Sears Individual Marketing Tailoring products and programs to the needs of individual customers, i.e. Dell 3 5 Density or Climate City or Metro Size World Region or Country Step 1. Market Segmentation Geographic Segmentation 6 Step 1. Market Segmentation Demographic Segmentation • Dividing the market into groups based on variables such as: – Age – Gender – Family size or life cycle – Income – Occupation – Education – Religion – Race – Generation – Nationality 4 7 Step 1. Market Segmentation Psychographic Segmentation...
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This note was uploaded on 07/15/2011 for the course ECON 101 taught by Professor Abcd during the Spring '11 term at RMIT Vietnam.

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B6 - Ch07_SegTar Pos [Compatibility Mode] - 1 Chapter 7...

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