SlideServe
Télécharger Obtenir Pro
Menu
Accueil Pro
Préférences
ApparenceLight Aide et commentaires
© SlideServe · v2026

Chapter 6 target markets

hali avatar
hali
31 diapositives · 556 Views · Jul 21, 2014

Chapter 6 target markets. Market & Market ID. All people who share similar needs and wants and who have the ability to purchase a given product are a MARKET.

#chapter 6 target markets #chapter 6 target markets ppt #powerpoint #presentation
Chapter 6 target markets - slide 1
01 / 31Chapter 6 target markets
1 / 17

Télécharger la présentation

Chapter 6 target markets
Une image / un lien ci-dessous est fourni (tel quel) pour télécharger la présentation

Politique de téléchargement : le contenu du site vous est fourni TEL QUEL pour votre information et votre usage personnel ; il ne peut être vendu, concédé sous licence ni partagé sur d’autres sites sans l’accord de son auteur.Le contenu vous est fourni TEL QUEL, pour votre information et votre usage personnel uniquement. Téléchargez la présentation en cliquant sur ce lien. Lors du téléchargement, si vous ne parvenez pas à télécharger une présentation, l’éditeur a peut-être supprimé le fichier de son serveur.Pendant le téléchargement, si vous ne parvenez pas à obtenir une présentation, le fichier a peut-être été supprimé par l’éditeur.

F I N

Plus de contenu associé

Transcription de la présentation

  1. Chapter 6target markets

  2. Market & Market ID • All people who share similar needs and wants and who have the ability to purchase a given product are a MARKET. • You can be part of the market for video games, but not be a part of the market for an expensive car. Even though you may want it, you may not have the means to buy one.

  3. Consumer Market • The consumer market consists of consumers who purchase goods and services for personal use. • Needs and wants reflect their lifestyles • Consumers are interested in products that will: • Save them money • Make their lives easier • Improve their appearance • Create status • Provide satisfaction

  4. Organizational Market • AKA Business to Business market • Includes all businesses that buy products for use in their operations • Goals and objectives of business firms are different than the consumer market. • Improving profits • Improving productivity • Increase sales • Decrease expenses • Increase efficiency

  5. Market Share • A company’s MARKET SHARE is its percentage of the total sales volume generated by all companies that compete in a given market. • Knowing market share helps companies analyze their competition as well as their status in a given market.

  6. Market Share • A company with a large market share can afford to take risks that other companies cannot.

  7. Market Segmentation • Businesses look for ways to sell their products to different consumers who may be potential customers. • This involves SEGMENTING, or breaking down, the market into smaller groups with similar characteristics.

  8. Market Segmentation The process of dividing a total market into groups with relatively similar product needs to design a marketing mix that matches those needs. • Market Segment Gender-Based Segmentation (Page 274)

  9. TARGET MARKET SELECTION PROCESS • The goal of market segmentation is to identify the group of people most likely to become customers. • The group that is identified for a specific marketing program is the TARGET MARKET.

  10. When a business does not identify a target market, its marketing plan has no focus.

  11. UndifferentiatedTargeting Strategy • Homogeneous Market Figure 10.2

  12. Undifferentiated strategy satisfies most customers with a single marketing mix Courtesy of The Beef Checkoff Program

  13. Concentrated Targeting Strategy Through Market Segmentation • Heterogeneous Market Figure 10.2

  14. Differentiated Targeting Strategy Through Market Segmentation

  15. FOURSEGMENTATION VARIABLES: Figure 10.3

  16. Age Gender Race Ethnicity Income Education Occupation Family size Family life cycle Religion Social class Demographic Variables

  17. Gender is a common target in marketing to a demographic Reprinted with permission of The Dial Corporation.

  18. Family Life Cycle Stages Source: Jason Fields, “America’s Families and Living Arrangements: 2003,” Current Population Reports, U.S. Census Bureau, 2003.

  19. Geographic Variables • Climate • Terrain • City size • Population density • Urban/rural areas

  20. Micromarketing An approach to market segmentation in which organizations focus precise marketing efforts on very small geographic markets.

  21. Psychographic Variables • Personality characteristics • Motives • Lifestyles • Cultures and subcultures

  22. More on Psychographic Variables: *How people live or want to live – health, youth, controlling your life, alternative thinking and/ behavior. *Assess AIO dimensions: activities, interests, and opinions.

  23. VALSTypes (values, attitudes, and lifestyles)

  24. Toothpaste Product Positions

  25. “Don’t put a cold back in your pocket.”

  26. Pocket-sized Kleenex Jumbo, Man-sized Kleenex

  27. Kleenex® facial tissue Kimberly-Clark sought to give the public as many reasons to buy their product as possible….in 1927, K-C proposed a new use for Kleenex®: ‘absorbent kerchiefs.’

  28. Consumers discovered new benefits:

  29. …..and even benefits.

  30. PRODUCT POSITIONING AND REPOSITIONING • Product positioning • creating and maintaining a certain concept of a product in customers minds. • Perceptual Mapping • Bases for Positioning • Repositioning

  31. Perceptual MapFor Pain Relievers Figure 10.8