chapter7 market segmentation, targeting, positioning
TRANSCRIPT
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Resources:
Marketing an Introduction / Gary Armstrong, Philip Kotler
Market Segmentation, Targeting, and Positioning for Competitive Advantage
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Procter & Gamble
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Procter & GambleAntiperspirants & DeodorantsOld SpiceSecret
Baby & Child CareCharminChildren's PeptoClearblue EasyDreftLuvsPampersPampers KandooPampers UnderJamsPuffs
BatteriesDuracell
Body Wash & SoapCamayIvoryOlayOld SpiceSafeguardZest
CosmeticsCoverGirlMax Factor
Dish WashingCascadeDawnIvoryJoy
Hair CareAussieHead & ShouldersHerbal EssencesInfusium 23Pantene
Health CareAlignBraunClearblue EasyFibersureMetamucilPepto-BismolPrilosec OTC
ShavingBraunGillette FusionGillette M3Power
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Unilever
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3 Major Steps in target Marketing
Market segmentation
Identify bases forsegmenting the marketDevelop segment profiles
Market segmentation
Identify bases forsegmenting the marketDevelop segment profiles
Market targeting
Develop measure ofsegment attractiveness Select targetsegments
Market targeting
Develop measure ofsegment attractiveness Select targetsegments
Market positioning
Develop positioning for target segment Develop marketing mixfor each segment
Market positioning
Develop positioning for target segment Develop marketing mixfor each segment
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Market Segmentation
Mass marketingMass marketing Segment marketing
Segment marketing Niche marketingNiche marketing MicromarketingMicromarketing
No segmentation
Complete segmentation
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Segmenting Consumer Markets
Geographicsegmentation
World regionCountry
CityClimate
Geographicsegmentation
World regionCountry
CityClimate
Demographicsegmentation
AgeGender
Family sizeIncome
OccupationEducationReligion
RaceNationality
Demographicsegmentation
AgeGender
Family sizeIncome
OccupationEducationReligion
RaceNationality
Psychographicsegmentation
Social classLifestyle
Personality
Psychographicsegmentation
Social classLifestyle
Personality
Behavioralsegmentation
OccasionsBenefits
User statusUsage rates
Loyalty statusReadiness stageAttitude toward
product
Behavioralsegmentation
OccasionsBenefits
User statusUsage rates
Loyalty statusReadiness stageAttitude toward
product
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Nissan Segmentation
370Z GT-R
Pathfinder Armada
370Z Coupe 350Z Roadster
Murano Rogue
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Market Targeting
Companymarketing
mix
Companymarketing
mixMarketMarket
Companymarketing mix 1
Companymarketing mix 1
Companymarketing mix 2
Companymarketing mix 2
Companymarketing mix 3
Companymarketing mix 3
Segment 1Segment 1
Segment 2Segment 2
Segment 3Segment 3
Segment 1Segment 1
Segment 2Segment 2
Segment 3Segment 3
Companymarketing
mix
Companymarketing
mix
Undifferentiatedmarketing
Differentiatedmarketing
Concentratedmarketing
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Positioning
Mercedes, Cadillac – LuxuryPorsche, BMW – PerformanceToyota, Subaru – EconomyVolvo – Safety
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Positioning Audi
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Positioning Nike