Tomorrow’s MeetingTomorrow’s MeetingWednesday, October 18th @ 6pm in Bexell 321Wednesday, October 18th @ 6pm in Bexell 321

What’s Going On:What’s Going On:All sorts of cool things!

Characteristics of Products that Affect the Rate at Which They Diffuse Relative Advantage Divisibility/Trialability Communicability Compatibility Complexity

Market Segmentation, Targeting, and Positioning

Basic Terms: You’ve seen these before! Segmentation

– WSJ (10/16/06): BiDil the first drug authorized for use by a single racial group (African-Americans)

Targeting– Airlines: What is good service?

Market Positioning– A&F– BB

Segmentation Opportunities

Common Means of Segmentation

Geographic– OSU: Where do you come from?

Demographic– Age and lifecycle– Gender– Income

Psychographic

Common Means of Segmentation

Behavioral– Occasion– Benefits– Usage Rate (heavy half)

Effective Segmentation Requires

Measurable Accessible Substantial Differentiable Actionable

Selecting Market Segments: Targeting Undifferentiated/Mass Marketing: Coca Cola? Differentiated/Segmented: Liz

– Classic: Crazy Horse, Liz Claiborne, Emma James– Modern: Axcess, Clairborne, Juicy Couture,

Kenziegirl– Relaxed: Sigrid Olsen, J.H. Collectibles– Denim/Streetwear: DKNY Jeans, Enyce, Lucky

Brand Jeans Concentrated/Niche Marketing

– Tesla at only $89,000+

Selecting Market Segments: Targeting Micromarketing: Tailored to Individuals

or Locations– Local Marketing: Newspaper Editions

Individual Marketing/One-to-One– Marriott– Dell: Customerization

Positioning For Competitive Advantage Perceptual Mapping: Product Attributes

Positioning Statement

To (target segment and need) our (brand) is (concept) that (point of difference)– To college students who desire a career in

marketing, the OSU marketing program offers a degree that…