Download
identifying market segments and targets n.
Skip this Video
Loading SlideShow in 5 Seconds..
IDENTIFYING MARKET SEGMENTS AND TARGETS PowerPoint Presentation
Download Presentation
IDENTIFYING MARKET SEGMENTS AND TARGETS

IDENTIFYING MARKET SEGMENTS AND TARGETS

103 Vues Download Presentation
Télécharger la présentation

IDENTIFYING MARKET SEGMENTS AND TARGETS

- - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

  1. IDENTIFYING MARKET SEGMENTS AND TARGETS CHAPTER 9

  2. WHY SEGMENT MARKETS? • What Market Segmentation Means • Market segments • Product differentiation • Segmentation: Linking Needs to Action

  3. Market segmentation links market need to an organization’s marketing program

  4. WHY SEGMENT MARKETS? • What Market Segmentation Means • How Reebok’s Segmentation Strategy Developed • Using Market-Product Grids

  5. Market-product Grid: How Reebok shoes reach segments of customers

  6. WHY SEGMENT MARKETS? • When to Segment Markets • One Product and Multiple Market Segments • Multiple Products and Multiple Market Segments • Segments of One: Mass Customization • The Segmentation Trade Off: CRM versus synergies

  7. STEPS IN SEGMENTING AND TARGETING MARKETS The process of segmenting and targeting markets involves five key steps

  8. STEPS IN SEGMENTING AND TARGETING MARKETS • Form Prospective Buyers into Segments • Criteria to Use in Forming the Segments • Potential for increased profit and ROI • Similarity of needs of potential buyers in a segment • Difference of needs of buyers among segments • Feasibility of a marketing action reaching segment • Simplicity and cost of assigning buyers to markets • Ways to Segment Consumer Markets • Usage rate • 80/20 rule

  9. Segmentation variables and breakdowns for U.S. consumer markets

  10. Segmentation variables and breakdowns for U.S. organizational markets

  11. STEPS IN SEGMENTING AND TARGETING MARKETS • Form Products to Be Sold into Groups • Develop a Market-Product Grid and Estimate Size of Markets

  12. STEPS IN SEGMENTING AND TARGETING MARKETS • Select Target Markets • Criteria to Use in Picking the Target Segments • Market size • Expected growth • Competitive position • Cost of reaching the segment • Compatibility with objectives and resources • Choose the Segments • Take Marketing Actions to Reach Target Markets • Your Wendy’s Segmentation Strategy • Apple’s Ever-Changing Segmentation Strategy

  13. ANALYZING MARKET SEGMENTS USING CROSS-TABULATIONS • Developing Cross-Tabulations • Pairing the Questions • Forming Cross-Tabulations • Interpreting Cross-Tabulations • Value of Cross-Tabulations

  14. POSITIONING THE PRODUCT • Two Approaches to Product Positioning • Head-to-head positioning • Differentiation positioning