Chap008 - CHAPTER SEGMENTATION, TARGETING, AND POSITIONING...

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Unformatted text preview: CHAPTER SEGMENTATION, TARGETING, AND POSITIONING 08 8-2 LEARNING OBJECTIVES Segmentation, Targeting, and Positioning LO1 Identify the five steps in the segmentation, targeting and positioning process. LO2 Outline the different methods of segmenting a market. LO3 Describe how firms determine whether a segment is attractive and therefore worth pursuing. LO4 Articulate the difference among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing. LO5 Define positioning, and describe how firms do it. 8-3 Victorias Secret Photo by Duffy-Marie Arnoult/WireImage/Getty Images 8-4 Segmentation, Targeting, Positioning Process 8-5 Step 1: Establish Overall Strategy or Objectives Check Yourself Check Yourself Derived from mission and current state Derived from mission and current state 8-6 Step 2: Segmentation Methods 8-7 Geographic Segmentation ImagineChina 8-8 Demographic Segmentation U.S. Census Bureau Website Stockbyte/Getty Images 8-9 Psychographic Segmentation Benetton Group SPA; Photo by: Oliviero Toscani 8-10 VALS Website VALS Framework 8-11 Geodemographic Segmentation Claritas Website 8-12...
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Chap008 - CHAPTER SEGMENTATION, TARGETING, AND POSITIONING...

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