Download - Kotler Mm13e Media 08
-
8/10/2019 Kotler Mm13e Media 08
1/36
Identifying
Market Segments
and Targets
Market ing Management, 13thed
8
-
8/10/2019 Kotler Mm13e Media 08
2/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-2
Chapter Questions
What are the different levels of market
segmentation?
How can a company divide a market
into segments?
How should a company choose the
most attractive target markets?
What are the requirements for effective
segmentation?
-
8/10/2019 Kotler Mm13e Media 08
3/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-3
Baby Boomers: A Lucrative Market
-
8/10/2019 Kotler Mm13e Media 08
4/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-4
Effective Targeting Requires
Identify and profile distinct groups of
buyers who differ in their needs and
preferences
Select one or more market segments to
enter
Establish and communicate the
distinctive benefits of the market
offering
-
8/10/2019 Kotler Mm13e Media 08
5/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-5
Fords Model T Followed a Mass
Market Approach
http://www.modelt.ca/background-fs.html -
8/10/2019 Kotler Mm13e Media 08
6/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-6
Four levels of Micromarketing
Segments
Local areas Individuals
Niches
-
8/10/2019 Kotler Mm13e Media 08
7/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-7
What is a Market Segment?
A market segmentconsists of a
group of customers who share a
similar set of needs and wants.
-
8/10/2019 Kotler Mm13e Media 08
8/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-8
Gather.com: A Niche
Social Networking Site
http://www.gather.com/ -
8/10/2019 Kotler Mm13e Media 08
9/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-9
Flexible Marketing Offerings
Naked solution:
Product and service
elements that allsegment members
value
Discretionary
options: Some
segment membersvalue options but
not all
-
8/10/2019 Kotler Mm13e Media 08
10/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-10
Preference Segments
Homogeneous preferencesexist
when consumers want the same things
Diffused preferencesexist when
consumers want very different things
Clustered preferencesreveal natural
segments from groups with shared
preferences
-
8/10/2019 Kotler Mm13e Media 08
11/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-11
Niche Marketers
Enterprise Rent-A-Car
targets the insurance-replacement market
http://www.enterprise.com/ -
8/10/2019 Kotler Mm13e Media 08
12/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-12
Baskin Robbins Focuses on
Local Marketing
http://www.baskinrobbins.com/ -
8/10/2019 Kotler Mm13e Media 08
13/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-13
The Long Tail
Chris Anderson explains the long tailequation:
The lower the cost of distribution, the moreyou can economically offer without havingto predict demand;
The more you can offer, the greater thechance that you will be able to tap latent
demand for minority tastes; and Aggregate enough minority taste, and you
may find a new market.
-
8/10/2019 Kotler Mm13e Media 08
14/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-14
What is Customerization?
Customerizationcombines operationally
driven mass customization with customized
marketing in a way that empowers
consumers to design the product and serviceoffering of their choice.
http://localhost/var/www/apps/conversion/tmp/scratch_2/08_Marriott.mov -
8/10/2019 Kotler Mm13e Media 08
15/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-15
Segmenting Consumer Markets
Geographic
Demographic
Psychographic
Behavioral
-
8/10/2019 Kotler Mm13e Media 08
16/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-16
Claritas Prizm
Education and affluence
Family life cycle
Urbanization Race and ethnicity
Mobility
http://www.claritas.com/ -
8/10/2019 Kotler Mm13e Media 08
17/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-17
Demographic Segmentation
Age and Life Cycle
Life Stage
Gender
Income
Generation
Social Class
-
8/10/2019 Kotler Mm13e Media 08
18/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-18
Toyota Scion
Targets Gen Y Consumers
http://www.scion.com/ -
8/10/2019 Kotler Mm13e Media 08
19/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-19
Dove Targets Women
http://www.campaignforrealbeauty.com/ -
8/10/2019 Kotler Mm13e Media 08
20/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-20
Figure 8.1
The VALS Segmentation System
http://www.sric-bi.com/VALS/presurvey.shtml -
8/10/2019 Kotler Mm13e Media 08
21/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-21
Behavioral Segmentation
Decision Roles
Initiator
Influencer
Decider
Buyer
User
Behavioral Variables
Occasions
Benefits
User Status
Usage Rate
Buyer-Readiness Loyalty Status
Attitude
-
8/10/2019 Kotler Mm13e Media 08
22/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-22
The Brand Funnel Illustrates
Variations in the
Buyer-Readiness Stage
Aware
Ever tried
Recent trial Occasional user
Regular user
Most often used
-
8/10/2019 Kotler Mm13e Media 08
23/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-23
Loyalty Status
Switchers
Shifting loyals
Split loyals
Hard-core
-
8/10/2019 Kotler Mm13e Media 08
24/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-24
Figure 8.3 Behavioral
Segmentation Breakdown
-
8/10/2019 Kotler Mm13e Media 08
25/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-25
The Conversion Model
Convertible Shallow Average Entrenched
Strongly
unavailableAmbivalent Available
Weakly
unavailable
Users Nonusers
-
8/10/2019 Kotler Mm13e Media 08
26/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-26
Segmenting for Business Markets
Demographic
Operating Variable
Purchasing Approaches
Situational Factors
Personal
Characteristics
-
8/10/2019 Kotler Mm13e Media 08
27/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-27
Steps in Segmentation Process
Needs-based segmentation
Segment identification
Segment attractiveness
Segment profitability
Segment positioning
Segment acid test
Marketing-Mix
Strategy
-
8/10/2019 Kotler Mm13e Media 08
28/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-28
Effective Segmentation Criteria
Measurable
Substantial
Accessible
Differentiable
Actionable
-
8/10/2019 Kotler Mm13e Media 08
29/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-29
Figure 8.4 Patterns of
Target Market Selection
-
8/10/2019 Kotler Mm13e Media 08
30/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-30
Figure 8.4 Patterns of
Target Market Selection
-
8/10/2019 Kotler Mm13e Media 08
31/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-31
Figure 8.4 Patterns of
Target Market Selection
-
8/10/2019 Kotler Mm13e Media 08
32/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-32
Crest Whitestrips Follows a
Multisegment Strategy
http://www.whitestrips.com/ -
8/10/2019 Kotler Mm13e Media 08
33/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-33
Figure 8.5 Segment-by-Segment
Invasion Plan
-
8/10/2019 Kotler Mm13e Media 08
34/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-34
Pepsi used Megamarketing in India
-
8/10/2019 Kotler Mm13e Media 08
35/36
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-35
Marketing Debate
Is mass marketing dead?
Take a position:1. Mass marketing is dead.
or
2. Mass marketing is still a viable way to builda profitable brand.
-
8/10/2019 Kotler Mm13e Media 08
36/36
Copyright 2009 Pearson Education Inc Publishing as Prentice Hall 8 36
Marketing Discussion
Think of various product categories.
How would you classify yourself
in terms of the various segmentation
schemes? How would marketing be more or less
effective for you depending upon the
segment involved?