Chapter 5 Consumer Behavior - Central Texas College

Chapter 9 Marketing Segmentation, Targeting, and Positioning CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Chapter Objectives 1. Identify the essential components of a market. 2. Outline the role of market segmentation in developing a marketing strategy. 3. Describe the criteria necessary for effective

segmentation. 4. Explain the geographic approach to segmenting consumer markets. 5. Discuss the demographic approach to segmenting consumer markets. Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Chapter Objectives 6. Outline the psychographic approach to segmenting consumer markets.

7. Describe product-related segmentation. 8. Identify the steps in the market segmentation process. 9. Discuss the four basic strategies for reaching target markets. 10. Summarize the types of positioning strategies, and explain the reasons for positioning and repositioning products. Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Types of Markets

o Consumer products - Products bought by ultimate consumers for personal use o Business products - Goods and services purchased for use either directly or indirectly in the production of other goods and services for resale Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning The Role of Market Segmentation o Marketing strategies must be adjusted to

meet the needs of different consumer groups o Market segmentation - Division of the total market into smaller, relatively homogenous groups Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Segmenting Consumer Markets o Geographic segmentation o Demographic segmentation

o Psychographic segmentation o Product-related segmentation Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Geographic Segmentation o Division of an overall market into homogenous groups based on their locations o Marketers look at total population, a variety of economic variables, geographic

indicators, and migration patterns to determine market size o Pay close attention to areas with quickly growing populations to plan for the future Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Geographic Segmentation o Government now classifies urban data using several categories: o Core based statistical area (CBSA) o Metropolitan statistical area (MSA)

o Micropolitan statistical area o Consolidated metropolitan statistical area (CMSA) o Primary metropolitan statistical area (PMSA) Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Demographic Segmentation o Division of an overall market into homogenous groups based on variables such as gender, age, income, occupation,

education, sexual orientation, household size, and stage in the family life cycle Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Segmenting by Household Type o Average household size in U.S. has decreased from 5.8 in 1790 to less than 3 today o Households vary by lifestage and the presence or absence of children

o Growing number of same-sex couples who share households Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Segmenting by Income and Expenditure Patterns o Engels laws o As household income increases: o A smaller percentage of expenditures goes for food

o The percentage spent on housing, household operations, and clothing remains constant o The percentage spent on recreational and educational items increases Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Demographic Segmentation Abroad o One source of global demographic information is the International Programs Center (IPC) at the U.S. Census Bureau

o IPC provides a searchable online database of population statistics for many countries on the Census Bureaus Web page o Private marketing research firms can supplement government data Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning What is Psychographic Segmentation?

o Division of a population into groups that have similar attitudes, values, and lifestyles o AIO statements - Items on lifestyle surveys that describe various activities, interests, and respondents opinions Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved.

CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Product-Related Segmentation o Division of a population into homogeneous groups based on their relationships to a product o Segmenting by benefits sought o Segmenting by usage rates o Segmenting by brand loyalty o Using multiple segmentation bases Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved.

CHAPTER 9 Marketing Segmentation, Targeting, and Positioning The Market Segmentation Process o Develop a relevant profile for each segment o Forecast market potential o Forecast probable market share o Select specific market segments Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning

Strategies for Reaching Target Markets o Undifferentiated marketing o Strategy that focuses on producing a single product and marketing it to all customers; also called mass marketing o Differentiated marketing o Strategy that focuses on producing several products and pricing, promoting, and distributing them with different marketing mixes designed to satisfy smaller segments Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved.

CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Concentrated Marketing o Focusing marketing efforts on satisfying a single market segment; also called niche marketing o Approach can appeal to small firms or to firms that offer highly specialized goods and services o Example: Peanut Butter & Co, which appeals to peanut butter lovers o Can backfire if competitors target the same

niche or if market decreases Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved. CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Selecting and Executing a Strategy o Basic determinants of marketing strategy: o Company resources o Product homogeneity o Stage in the product lifestyle o Competitors strategies Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved.

CHAPTER 9 Marketing Segmentation, Targeting, and Positioning Positioning o Placing a product at a certain point or location within a market in the minds of prospective buyers o Possible approaches o Attributes o Price/quality o Competitors o Application o Product user/class

Copyright 2012 by South Western, a division of Cengage Learning. All rights reserved.

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