Download Figure 5-1 Needs-Based Market Segmentation

Chapter Five
Market Segmentation and
Segmentation Strategies
Market Segmentation and
Segmentation Strategies
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•
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Needs based market segmentation
Customer needs
Segmentation strategies
Customer relationship marketing
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Needs-Based
Market Segmentation
Figure 5-1 Needs-Based Market Segmentation
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Customer Needs and Market
Segmentation
• What is a market segment? (p173)
• Why is market segmentation important? (p171)
• How are markets segmented? (p177 & 178)
Figure 5-5 Forces that Shape Differences in Consumer Needs
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Business Needs and Market
Segmentation
Figure 5-7 Forces that Shape Differences
in B2B Customer Needs
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Market Segmentation
Figure 5-8 Market Segmentation
of the Small Business Market
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Needs-Based Market
Segmentation (Fig5-9)
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Needs-Based Segmentation
and Segment Identification
(Fig 5-10)
Why Should Segments
be Identified?
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Segment Attractiveness
Figure 5-11 Forces that Shape Segment Attractiveness
What Makes a Segment Attractive?
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Segment Profitability
NMC = Segment X
Demand
Marketing =
ROS
Marketing =
ROI
Segment X Price Per X
Share
Unit
Percent
Margin
-
Marketing
Expenses
NMC
Segment Sales Revenues
NMC
Segment M&S Expenses
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Segment Market Profitability
Figure 5-13 Segment
Market Profitability
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Segment Positioning
• How does segment positioning simplify
promotional efforts? (p185)
• How does a firm determine if its segmentation
strategy is meaningful? (p185)
• What is meant by Segment Strategy Acid Test?
(p185)
• What is the importance of the marketing mix in
the segmentation strategy? (p186)
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Segmentation Strategies
Figure 5-16 Market Segmentation Strategies
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Segmentation Strategies
Figure 5-17 Toyota’s Adjacent Segmentation Strategy
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Customer Relationship
Marketing
Figure 5-21 Customer Relationship Marketing Strategies
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Customer Relationship
Management
• How does a firm justify the use of CRM?
(P 197)
• CRM vs. Needs-Based Market
Segmentation (see Fig 5-22)
• Four Critical Steps in Developing CRM
Programs (p198)
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Review
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Needs based market segmentation
Customer needs
Segmentation strategies
Customer relationship marketing
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All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall
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