tailieunhanh - Lecture Principles of Marketing - Chapter 6: Segmentation, targeting, and positioning

This chapter define the three steps of target marketing: market segmentation, market targeting, and market positioning; list and discuss the major bases for segmenting consumer and business markets; explain how companies identify attractive market segments and choose a target marketing strategy; discuss how companies position their products for maximum competitive advantage in the marketplace. | Chapter Six Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Define the three steps of target marketing: market segmentation, market targeting, and market positioning. List and discuss the major bases for segmenting consumer and business markets. Explain how companies identify attractive market segments and choose a target marketing strategy. Discuss how companies position their products for maximum competitive advantage in the marketplace. 6- Copyright 2007, Prentice Hall, Inc. Strategy Sells multiple brands within the same product category for detergents, soaps, and other goods. Each brand features a different mix of benefits and appeals to a different segment. Product modifications appeal to different niches within certain segments. P & G – Segments the Market Case Study The Payoff P&G generates revenues in excessive of $4 billion in . laundry detergent market alone. Tide has 34% share of powder and 24% share of liquid . | Chapter Six Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Define the three steps of target marketing: market segmentation, market targeting, and market positioning. List and discuss the major bases for segmenting consumer and business markets. Explain how companies identify attractive market segments and choose a target marketing strategy. Discuss how companies position their products for maximum competitive advantage in the marketplace. 6- Copyright 2007, Prentice Hall, Inc. Strategy Sells multiple brands within the same product category for detergents, soaps, and other goods. Each brand features a different mix of benefits and appeals to a different segment. Product modifications appeal to different niches within certain segments. P & G – Segments the Market Case Study The Payoff P&G generates revenues in excessive of $4 billion in . laundry detergent market alone. Tide has 34% share of powder and 24% share of liquid market segments. Combined, all P&G brands account for 75% share of powder and 55% share of liquid detergent markets. 6- Copyright 2007, Prentice Hall, Inc. Steps in Target Marketing Market segmentation Dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors requiring separate products or marketing mixes. Target marketing Evaluating each segment’s attractiveness and selecting one or more to enter. Market positioning Setting the competitive positioning for the product and creating a detailed marketing mix. 6- Copyright 2007, Prentice Hall, Inc. Market Segmentation Key variables: Geographic Demographic Psychographic Behavioral No single way to segment a market. May combine more than one variable to better define segments. 6- Copyright 2007, Prentice Hall, Inc. Market Segmentation Geographic: World region or country Region of country City or metro size Density or climate 6- Copyright 2007, Prentice Hall, Inc. Market Segmentation .