tailieunhanh - Lecture M: Marketing (4/e) - Chapter 9: Segmentation, targeting, and positioning

Chapter 9: Segmentation, targeting, and positioning. After reading this chapter, you should be able to: Outline the different methods of segmenting a market; describe how firms determine whether a segment is attractive and therefore worth pursuing; articulate the differences among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing; determine the value proposition. | segmentation, targeting, and positioning nine Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 9-1 Outline the different methods of segmenting a market. LO 9-2 Describe how firms determine whether a segment is attractive and therefore worth pursuing. LO 9-3 Articulate the differences among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing. LO 9-4 Determine the value proposition. LO 9-5 Define positioning and describe how firms do it. 2 Segmentation, Targeting, Positioning Process Step 1 Strategy or Objectives Step 2 Segmentation Methods Step 3 Evaluate Segment Attractiveness Step 4 Select Target Market Step 5 Identify and Develop Positioning Strategy Segmentation Targeting Positioning 3 Step 1: Establish Overall Strategy or Objectives Check Yourself Derived from mission and current state ©M. Hruby. 4 Step 2: . | segmentation, targeting, and positioning nine Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 9-1 Outline the different methods of segmenting a market. LO 9-2 Describe how firms determine whether a segment is attractive and therefore worth pursuing. LO 9-3 Articulate the differences among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing. LO 9-4 Determine the value proposition. LO 9-5 Define positioning and describe how firms do it. 2 Segmentation, Targeting, Positioning Process Step 1 Strategy or Objectives Step 2 Segmentation Methods Step 3 Evaluate Segment Attractiveness Step 4 Select Target Market Step 5 Identify and Develop Positioning Strategy Segmentation Targeting Positioning 3 Step 1: Establish Overall Strategy or Objectives Check Yourself Derived from mission and current state ©M. Hruby. 4 Step 2: Segmentation Methods Segmentation Method Sample Segments Geographic Continent: North America, Asia, Europe, Africa Within .: Pacific, mountain, central, south, mid-Atlantic, northeast Demographic Age, gender, income Psychographic Lifestyle, self-concept, self-values Benefits Convenience, economy, prestige Behavioral Occasion, loyalty 5 Geographic Segmentation ©ImagineChina 6 Demographic Segmentation Most common segmentation strategy . Census Bureau Website ©Stockbyte/Getty Images 7 Psychographic Segmentation ©Benetton Group SPA; Photo by: Oliviero Toscani 8 Geodemographic Segmentation Claritas Website Source: Reprinted with permission of The Nielsen Company. 9 Benefit Segmentation ©image100/PunchStock ©image100/PunchStock Michael Hevesy/Photodisc/Getty Images 10 Behavioral Segmentation Royalty-Free/CORBIS 11 What are the various segmentation methods? Step 3: Evaluate Segment Attractiveness 13 Identifiable Who is in their market? Are the segments unique? Does each segment require a unique .