tailieunhanh - Lecture Marketing (12/e): Chapter 9 – Kerin, Hartley, Rudelius

Chapter 9 - Market segmentation, targeting, and positioning. After reading chapter 9, you should be able to: Explain what market segmentation is and when to use it; identify the five steps involved in segmenting and targeting markets; recognize the bases used to segment consumer and organizational markets; develop a market-product grid to identify a target market and recommend resulting marketing actions. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 9-3 LO 9-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO: LO 9-1 Explain what market segmentation is and when to use it. Identify the five steps involved in segmenting and targeting markets. Recognize the bases used to segment consumer and organizational (business) markets. 9- LO 9-5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO: LO 9-4 Develop a market-product grid to identify a target market and recommend resulting marketing actions. Explain how marketing managers position products in the marketplace. 9- ’S STRATEGY: SEGMENTS + SERVICE = “WOW” A Clear Market Segmentation Strategy Delivering WOW Customer Service 9- Product Differentiation Market Segmentation Market Segments Segmentation: Linking Needs to Actions The Zappos Segmentation Strategy WHY SEGMENT | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 9-3 LO 9-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO: LO 9-1 Explain what market segmentation is and when to use it. Identify the five steps involved in segmenting and targeting markets. Recognize the bases used to segment consumer and organizational (business) markets. 9- LO 9-5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO: LO 9-4 Develop a market-product grid to identify a target market and recommend resulting marketing actions. Explain how marketing managers position products in the marketplace. 9- ’S STRATEGY: SEGMENTS + SERVICE = “WOW” A Clear Market Segmentation Strategy Delivering WOW Customer Service 9- Product Differentiation Market Segmentation Market Segments Segmentation: Linking Needs to Actions The Zappos Segmentation Strategy WHY SEGMENT MARKETS? WHAT MARKET SEGMENTATION MEANS LO 9-1 9- FIGURE 9-1 Market segmentation links market needs to an organization’s marketing program through marketing mix actions 9- FIGURE 9-2 A market-product grid shows the kind of sleeper that is targeted for each of the bed pillows with a different firmness Using Market-Product Grids 9- WHY SEGMENT MARKETS? WHEN AND HOW TO SEGMENT MARKETS LO 9-1 One-Size-Fits-All Mass Markets No Longer Exist One Product and Multiple Market Segments Multiple Products and Multiple Market Segments 9- Sporting News Baseball Yearbook What market segmentation strategy is used? LO 9-1 9- WHY SEGMENT MARKETS? WHEN AND HOW TO SEGMENT MARKETS LO 9-1 Segments of One Mass Customization Build-to-Order (BTO) 9- WHY SEGMENT MARKETS? WHEN AND HOW TO SEGMENT MARKETS LO 9-1 The Segmentation Tradeoff: Synergies vs. Cannibalization “Tiffany/Walmart” Strategies Organizational Synergy Cannibalization 9- FIGURE 9-3 The five key steps in segmenting and