tailieunhanh - Lecture Marketing management: Chapter 8 - Phillip Kotler, Kevin Lane Keller

Chapter 8 - Identifying market segments and targets. In this chapter, we will address the following questions: What are the different levels of market segmentation? In what ways can a company divide a market into segments? What are the requirements for effective segmentation? How should business markets be segmented? How should a company choose the most attractive target markets? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Identifying Market Segments and Targets Chapter 8 Discussion Questions What are the different levels of market segmentation? In what ways can a company divide a market into segments? What are the requirements for effective segmentation? How should business markets be segmented? How should a company choose the most attractive target markets? Companies cannot connect with all customers in large, broad, or diverse markets. But they can divide such markets into groups of consumers or segments with distinct needs and wants. A company then needs to identify which market segments it can serve effectively. This decision requires a keen understanding of consumer behavior and careful strategic thinking. To develop the best marketing plans, managers need to understand what makes each segment unique and different. Identifying and satisfying the right market segments is often the key to marketing success. Target Marketing . | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Identifying Market Segments and Targets Chapter 8 Discussion Questions What are the different levels of market segmentation? In what ways can a company divide a market into segments? What are the requirements for effective segmentation? How should business markets be segmented? How should a company choose the most attractive target markets? Companies cannot connect with all customers in large, broad, or diverse markets. But they can divide such markets into groups of consumers or segments with distinct needs and wants. A company then needs to identify which market segments it can serve effectively. This decision requires a keen understanding of consumer behavior and careful strategic thinking. To develop the best marketing plans, managers need to understand what makes each segment unique and different. Identifying and satisfying the right market segments is often the key to marketing success. Target Marketing Requirements Identify and profile distinct groups of buyers (market segmentation). Select one or more market segments to enter (market targeting). For each, establish and communicate benefits of offering (market positioning). Market Segmentation – Identify and profile distinct groups of buyers who differ in their needs and wants. Market Targeting – Select one or more market segments to enter. Market Positioning – For each target segment, establish and communicate the distinctive benefit(s) of the company’s market offering. Bases for Segmenting Consumers Geographic Demographic Psychographic Behavioral A market segment consists of a group of customers who share a similar set of needs and wants. Major segmentation variables are: Geographic, Demographic Psychographic Behavioral Geographic Segmentation Geoclustering Geographic segmentation divides the market by nations, states, regions, counties, cities, or neighborhoods. Nielsen Claritas developed PRIZM NE, a geoclustering approach .