© september 2014. market segmentation is the process that companies use to divide large...
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Consumer Driven Strategy
TRIHADI PUDIAWAN ERHAN - [email protected] -
Universitas Pembangunan JayaProgram Strata Satu
© September 2014
Market segmentation is the process that companies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs.
Market targeting (targeting) is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.
Differentiation involves actually differentiating the market offering to create superior customer value.
Positioning consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
Market Segementation
Geographic segmentation
Demographic segmentation
Psychographic segmentation
Behavioral segmentation
Microenvironment
Microenvironment The actors close to the company that affect its ability to serve its customers – the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
Microenvironment
CompanyCompany
CustomersCustomers
PublicsPublics Suppliers Suppliers
CompetitorsCompetitors IntermediariesIntermediaries
Forces Affecting a Company’s Ability to
ServeCustomers
Forces Affecting a Company’s Ability to
ServeCustomers
Microenvironment
• Company’s Internal Environment - functional areas such as top management, finance, and manufacturing, etc.
• Suppliers - provide the resources needed to produce goods and services.
• Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers.
Microenvironment
• Customers - five types of markets that purchase a company’s goods and services.
• Competitors - those who serve a target market with similar products and services.
• Publics - any group that perceives itself having an interest in a company’s ability to achieve its objectives.
Macroenvironment
Macroenvironment The larger societal forces that affect the microenvironment – demographic, economic, natural, technological, political, and cultural forces.
Macroenvironment
DemographicDemographic
TechnologicalTechnological
CulturalCulturalEconomicEconomic
PoliticalPolitical NaturalNatural
Forces that ShapeOpportunities
and Pose Threatsto a Company
Forces that ShapeOpportunities
and Pose Threatsto a Company
Macroenvironment
• Demographic - monitors population in terms of age, sex, race, occupation, location and other statistics.
• Economic - factors that affect consumer buying power and patterns.
• Natural - natural resources needed as inputs by marketers or that are affected by marketing activities.
Macroenvironment
• Technological - forces that create new product and market opportunities.
• Political - laws, agencies and groups that influence or limit marketing actions.
• Cultural - forces that affect a society’s basic values, perceptions, preferences, and behaviors.
Macroenvironment
Demography
Changing age structure
Changing family
structure
Geographic shifts
Increased edication
Growing ethninc and
Racial Diversity
Macroenvironment
Economic Environment
Key
Economic
Concerns for
Marketers
Economic
Development
Changes
in Income
Changes
in Consumer
Spending
Patterns
Macroenvironment
Natural Environment
Natural
Environment
More Government
Intervention
Shortages of
Raw Material
Increased Costs
of Energy
Higher Pollution
Levels
Macroenvironment
Technological
Rapid pace of change
High R&D Budget
Focus on minor improvement
Increased regulation
Macroenvironment
Political Environment
Key
Political
Concerns for
Marketers
Increased Legislation
Changeging Enforcement
Greater concern for
ethics
Macroenvironment
Cultural Environment
Views
That Express
Values
Of Oneself
Of Others
Of Organization
Of Society
Of Nature
Of The Universe
© September 2014