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Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy

Tham khảo bài thuyết trình 'chapter 6: market segmentation and the marketing mix: determinants of advertising strategy', kinh doanh - tiếp thị, internet marketing phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | [Cover image here] 6- Splash Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy How marketers use behavioral characteristics to cluster customers into market segments Chapter Chapter Title Chapter 6 Objectives Identify methods advertisers use to segment consumer and business markets Explain the importance of aggregation Discuss how target marketing affects advertising strategy Describe the elements of the marketing mix and advertising’s role in the mix Explain the purpose and importance of branding 6- The Market Segmentation Process 1. Identify people with shared needs and characteristics 6- The Market Segmentation Process 2. Aggregate these groups into market segments according to their mutual interest in the product’s utility 1. Identify people with shared needs and characteristics 6- Sole Users Semi-Sole Users Discount Users Aware Nontriers Trial/Rejectors Repertoire Users Volume Segmentation Benefit Segmentation Market . | [Cover image here] 6- Splash Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy How marketers use behavioral characteristics to cluster customers into market segments Chapter Chapter Title Chapter 6 Objectives Identify methods advertisers use to segment consumer and business markets Explain the importance of aggregation Discuss how target marketing affects advertising strategy Describe the elements of the marketing mix and advertising’s role in the mix Explain the purpose and importance of branding 6- The Market Segmentation Process 1. Identify people with shared needs and characteristics 6- The Market Segmentation Process 2. Aggregate these groups into market segments according to their mutual interest in the product’s utility 1. Identify people with shared needs and characteristics 6- Sole Users Semi-Sole Users Discount Users Aware Nontriers Trial/Rejectors Repertoire Users Volume Segmentation Benefit Segmentation Market Segmentation User-Status Variables Behavioristic Purchase-Occasion Variables Benefits-Sought Variables Usage-Rate Variables 6- Market Segmentation User status: Mammut ad targets its repertoire users who are concerned with quality Insert photo 6.4, p. 171 Mammut ad Position = 2.9“ horizontal, 1.5“ vertical Size = 5.7” WIDE Resolution = 300 dpi 6- Market Segmentation Purchase occasion: Columbia seasonal gear ad Insert photo 6.5, p. 172 Columbia sportswear ad Position = 2.9“ horizontal, 1.5“ vertical Size = 5.7” WIDE Resolution = 300 dpi 6- Geodemographic Segmentation User Status Variables Purchase-Occasion Variables Benefits-Sought Variables User-Rate Variables User Status, User Rate, Purchase Occasion, & Benefits-Sought Variables Market Segmentation Behavioristic Geographic Demographic 6- Insert ex. 6.3, p. 174 Hispanic Media Ad Spending Growth Rates (2002-2005) bar graph Position = 2.9” horizontal, 1.5” vertical Size = 5.7” WIDE Resolution = 300 dpi Market Segmentation .