9-1 chapter segmentation, targeting, and positioning 9 copyright © 2016 mcgraw-hill education. all...
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9-1
CHAPTER
SEGMENTATION, TARGETING, AND POSITIONING
9
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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L E A R N I N G O B J E C T I V E S
Outline the different methods of segmenting a market.
Describe how firms determine whether a segment is attractive and therefore worth pursuing.
Articulate the difference among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing.
Determine the value proposition.
Define positioning, and describe how firms do it.
Segmentation, Targeting, and Positioning
LO1
LO2
LO3
LO4
LO5
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Segmentation, Targeting, Positioning Process
Step 1 • Strategy or Objectives
Step 2 • Segmentation Methods
Step 3 • Evaluate Segment Attractiveness
Step 4 • Select Target Market
Step 5 • Identify and Develop Positioning Strategy
Segmentation
Targeting
Positioning
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Step 1: Establish Overall Strategy or Objectives
Check YourselfDerived from mission
and current state
©M. Hruby.
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Step 2: Segmentation Methods
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CHECK YOURSELF
1. What are the various segmentation methods?
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Step 3: Evaluate Segment Attractiveness
SEGMENT ATTRACTIVENESS
Substantial
Reachable
ResponsiveProfitable
Identifiable
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Identifiable
Who is in their market?
Are the segments unique?
Does each segment require a unique marketing mix?
Liquidlibrary/Dynamic Graphics/Jupiterimages
Liquidlibrary/Dynamic Graphics/Jupiterimages
Comstock Images/JupiterImages
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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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rry
Arc
ieri
/Co
rbis
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Reachable
Know the product exists
Understand what it can do
Recognize how to buy
©Digital Vision/PunchStock
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Responsive
React positively to firm’s offering
Move toward the firms
products/services
Accept the firm’s value proposition
Customers must:
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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?
©Comstock/PunchStock
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Step 4: Selecting a Target Market
Conde Nast has more than 20 niche magazines focused on different aspects of life.
©M Hruby
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Segmentation Strategy
Targeting
Strategies
Differentiated
Concentrated
Micromarketingor
one-to-one
Undifferentiated ormass marketing
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Step 5: Develop Positioning Strategy
Positioning Methods
• Value• Salient Attributes• Symbol• Competition Photo by Tiffany Rose/WireImage/Getty Images
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Positioning Steps
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Perceptual Maps
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CHECK YOURSELF
1. What is a perceptual map?
2. Identify the six positioning steps.