F10+MKTG+3104+Student++9.+Segmentation+and+Positioning+ppt

F10+MKTG+3104+Student++9.+Segmentation+and+Positioning+ppt...

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MKTG 3104 Market Segmentation Targeting, and Positioning
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CONTENT OBJECTIVES 1. Understand why and how marketers segment markets 2. Illustrate common bases for segmentation and common targeting strategies 3. Analyze criteria for successful segmentation and target segment selection 4. Evaluate alternative ways to position products to target different segments
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MARKET SEGMENTATION 市市市市 DEFINITION Aggregating prospective buyers into groups (segments) so that : 1. customers in the same segment have common needs and respond similarly to a marketing strategy 2. customers in different segments have different needs and require different strategies A GOOD SEGMENTATION ALSO HAS: 3. a cost-effective way to assign buyers to segments sensitivity to advertising? 4. potential for profit increase (i.e. it creates at least one
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Segmentation Bases 1.Geographic Segmentation 市市市市市市 Organizational Markets Lafarge (building materials) 2.Demographic Segmentation--- Consumers 市市市市市市 Brooks Brothers: Online Luxury Fashion Market by Gender Men Women Purchases (3 months) $2401 $1527 Return rate 10% 20% Time spent to buy x 3x
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3. Psychographic Segmentation(
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F10+MKTG+3104+Student++9.+Segmentation+and+Positioning+ppt...

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