chapter 08 mkt120 stp
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TRANSCRIPT
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© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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LEARNING OBJECTIVES
Learning Objectives
How does a firm decide what type of segmentation strategy to use?
What is the best method of segmenting a market?
How do firms determine whether a segment is attractive?
What is positioning and how do firms do it?
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8-3© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Coke Zero
Why a new Diet Soda?
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Segmentation, Targeting, Positioning Process
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Step 1: Establish Overall Strategy or Objectives
Check YourselfCheck YourselfDerived from mission and current state
Derived from mission and current state
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Segmentation Strategy
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A firm’s segmentation strategy must be consistent with and derived from the firm’s
_______________, as well as its current situation.
A. perceptual map
B. disclosure statement
C. mission and objectives
D. self-concept
E. lifestyle
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Step 2: Describe Segments
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Geographic Segmentation
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Demographic Segmentation
U.S. Census Bureau Website
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Demographic segmentation is the most common basis of consumer market segmentation, because these segments are:
A. easy to define and usually easy to reach.
B. psychographically distinct.
C. self-value, self-contained segments.
D. defined by the benefits consumers’ receive.
E. all of the above.
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Balancing Act Career Moms
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Psychographic Segmentation
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VALS Website
VALS Framework
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Benefit Segmentation
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Geodemographic Segmentation
Claritas Website
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State Farm Not Insuring Mississippi
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Loyalty Segmentation
Much cheaper to keep an existing customerMuch cheaper to keep an existing customer
Lifetime value
Lifetime value
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One of the reasons marketers utilize _______________ segmentation is the high cost of
finding new customers.
A. geographic
B. benefit
C. psychographic
D. loyalty
E. geodemographic
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Step 3: Evaluate Segment Attractiveness
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Identifiable
• Who is in their market?• Are the segments unique?• Does each segment require a unique
marketing mix?
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Substantial
Too small and it is insignificant
Too big and it might need it’s own store
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Reachable
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Responsive
Customers must:
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Profitable
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Profitable Segments
Segment size = 60 million (<15 yrs)
Segmentation Adoption Percentage = 35%
Purchase Behavior = $500 x 1 time purchase
Profit margin % = 10%
Fixed Cost = $50MIs this segment profitable?Is this segment profitable?
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Step 4: Selecting a Target Market
How does Hallmark select target markets?
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Segment Attractiveness
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Step 5: Identify and Develop Positioning Strategy
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Step 5: Identify and Develop Positioning Strategy
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Value
Meet Grandpa Tony, now retired:
He knows the price of everything.
He clips coupons.
He goes to multiple stores to get the best price.
He is willing to pay more for quality.
He trusts brand names.
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Value
Meet Celia, college freshman:
Reasons for her college choice:
Close to home.
Good academic reputation.
Good financial aid package.
Did we mention cute guys?
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Symbol
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Competition
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Positioning
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When selecting a target market, a marketer should:
A. determine a customer’s objective.
B. describe past market segments.
C. evaluate the attractiveness of each consumer.
D. Match the firm’s competency with a market segment’s attractiveness.
E. identify a positioning strategy.
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Positioning Steps
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Perceptual Maps
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Repositioning
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Glossary
Benefit segmentation groups consumers on the basis of the benefits they derive from products or services.
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Glossary
Demographic segmentation groups consumers according to easily measured, objective characteristics such as age, gender, income, and education.
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Glossary
Geodemographic segmentation uses a combination of geographic, demographic, and lifestyle characteristics to classify consumers.
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Glossary
Geographic segmentation organizes customers into groups on the basis of where they live.
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Glossary
Loyalty segmentation classifies customers by whether they buy almost exclusively from the firm.
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Check Yourself
1. Identify the steps in the segmentation process
2. What are the four segmentation strategies?
3. What are the various segmentation methods?
4. Identify four positioning strategies.
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Check Yourself
1. What is a perceptual map?
2. Identify the five positioning steps.
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Glossary
Psychographic segmentation, or psychographics, allows people to describe themselves using characteristics that help them choose how they occupy their time (behavior) and what underlying psychological reasons determine these choices.
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Glossary
The Value and Lifestyle Survey (VALS) is a psychographic tool that classifies consumers into eight categories based on their answers to a questionnaire.
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