Company offering maximize social environment

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Unformatted text preview: ring Maximize Social Environment Competition Offering Target Marketing--Three Major Steps Market Segmentation Market Targeting Market Positioning 1. Identify segmentation variables and segment the market 3. Evaluate the attractiveness of each segment 5. Identify possible positioning concepts for each target segment 2. Develop profiles of resulting segments 4. Select the target segments 6. Select, develop, and communicate the chosen positioning concept. Bases for Segmentation Bases Market Measures Subjective General Objective 1 2 Specific C h a r Ca uc st ot me er ri s t i c s 3 4 General Characteristics/ Objectively Measured Objectively q q Geographical Variables Demographic Variables – DINKS – Occupation – Sex – Religion – Ethnicity – Age--Generation Y vs. Boomers Values Example General Characteristics/ Subjectively Measured Subjectively Personality Measures q Psychographics q – AIO Analysis – Lifestyle Analysis – VALS Typology Situation Specific/ Objectively Measured Objectively q Consumption Patterns – Heavy Half Theory in Consumer Products – 80/20 Rule in Industrial Products – Brand Loyalty--Purchasing Patterns Heavy and Light Users of Common Consumer Products Heavy PRODUCT (% USERS) Soaps and Soaps detergents (94%) Toilet tissue (95%) HEAVY HALF LIGHT HALF 75% 25% 71% 29% Shampoo (94%) 79% 21% Paper towels (90%) 75% 25% Cake mix (74%) 83% 17% Cola (67%) 83% 17% Beer (41%) 87% 13% Dog food (30%) 81% 19% Bourbon (20%) 95% 5% Situation Specific/ Situation Subjectively Measured Benefit Segmentation--segment the market based on the needs and wants satisfied by the product q Different customer groups extract different benefits from the product/service...
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