target marketing copyright © 2012 pearson education, inc. publishing as prentice hall 7
TRANSCRIPT
Target marketing
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7
Target Market Process
SEGMENTATION TARGETING POSITIONING
Segmentation
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segmentation by age
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallDEMOGRAPHICS
segmentation by gender
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segmentation by life cycle
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Other relevant Demographics
INCOME
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SOCIAL CLASS
RACE/ETHNICITY
PLACE OF RESIDENCE
segmentation by Psychographicssegmentation by Psychographics
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segmentation by Behavior
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Targeting
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Evaluating segments
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Usable segments are...
substantial
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ReachableReachable
YESNOCopyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
ResponsiveResponsiveCopyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Segmentation strategies
MARKETING MIXAll buyers in
1 segment
Undifferentiated Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Segment 1
MARKETING MIX 3
MARKETING MIX 1
MARKETING MIX 2
MARKETING MIX 4
Segment 2
Segment 3
Segment 4
Differentiated Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
MARKETING MIX Segment 1
Concentrated Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Positioning
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Stages in Positioning
ANALYZE COMPETITORS
OFFER COMPETITIVE ADVANTAGE
MATCH MIX TO THE TARGET
EVALUATE TARGET’S RESPONSE
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Brand Personality Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
PERCEPTUALMAP
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Customer Relationship Management
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One-to-One Marketing
KNOW YOUR CUSTOMERS
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DIFFERENTIATE YOUR CUSTOMERS
IMPROVE CUSTOMER INTERACTIONS
CUSTOMIZE THE PRODUCT TO THE CUSTOMER
CRM and Touchpoints
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CRM and Customer Value
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Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall