Download Steps in the Target Marketing Process

Ch. 7 Target Marketing Strategy:
Selecting and Entering a Market
 Market fragmentation:
– The creation of many consumer groups due to
the diversity of their needs and wants
 Target marketing strategy:
– Dividing the total market into different segments based
on customer characteristics, selecting one or more
segments, and developing products to meet those
segments’ needs
– Also known as STP (segmentation, targeting, and positioning)
7-1
Steps in the Target Marketing Process: STP
7-2
Goals of Segmentation
 Why?
– Effectiveness
– Efficiency
– Better meets consumer needs
 What makes a good segmentation outcome?
– p. 213, “Without real differences in consumer needs,
firms might as well use a mass-marketing strategy.”
– Differentiate groups based on what and why they buy
 Exercise: Bicycles
7-3
Steps in the Target Marketing Process
Step 1: Segmentation
 Segmentation:
– The process of dividing a larger market into smaller
pieces based on one or more meaningful shared
characteristics
 Segmentation variables (“bases”):
– Dimensions that divide the total market into fairly
homogeneous groups, each with different needs and
preferences
– Segmentation variables include:
• Demographics—size, age, gender, ethnic group, income,
education, occupation, family structure
• Psychographics—psychological, values and lifestyles, and AIO
factors
• Behavior-based variables – usage rate, usage occasion, product
benefits
7-4
Demographic Dimensions







7-5
Age
Gender
Occupation
Family structure
Income and social class
Race and ethnicity
Geography
Segmenting by Demographics:
Age: Generational Marketing







7-6
Children
Tweens
Teens
Generation Y: born between 1977 - 1994
Generation X: born between 1965 - 1976
Baby Boomers: born between 1946 - 1964
Older consumers
6
Segmenting by Demographics:
Gender & Other





7-7
Many products appeal to one sex or the other
Family Structure
Income
Social Class
Race and Ethnicity
– African Americans
– Asian Americans
– Hispanic Americans
7
Segmenting by Geography
 Geodemography:
– combines Geography with demographics
(*and psychographics*)
– Claritas
– PRIZM
 Geocoding:
– Customizes web advertising so people who
log on in different places see ad banners for
local businesses
7-8
8
Missoula, MT 59802's






Most common PRIZM NE Segments are:
47 City Startups
56 Crossroads Villagers
53 Mobility Blues
44 New Beginnings
60 Park Bench Seniors
http://www.claritas.com/MyBestSegments/Default.jsp?ID
=20&id1=1027&id3=59802
7-9
Segmenting by Psychographics
 Psychographics:
– Segments formed on the basis of values and
lifestyles (VALs) and shared activities,
interests, and opinions (AIOs).
7-10
10
Segmenting by Behavior
 Segments consumers based on how they act
toward, feel about, or use a specific product
category
– 80/20 rule: 20 percent of purchasers account for
80 percent of a product’s sales
• Heavy, medium, light users & nonusers of a product
7-11
11
Segmenting by Behavior (Cont.)
 User status:
– Heavy, medium, and light users and nonusers of a
product
 Usage occasions
– Segments on the basis of different occasions when
customers buy or use various products
• Shoes, watches
 Benefit segmentation (not explicit in text)
– Segments on the basis of the specific benefits different
customers desire when purchasing in a product category:
• OJ example p. 211: added vitamins/calcium vs. pulp vs. no sugar
7-12
Segmenting Business-toBusiness Markets
 North American Industry Classification
System (NAICS)
7-13
13
Steps in the Target Marketing Process
Step 2: Targeting
 Targeting:
– Marketers evaluate the attractiveness of each
potential segment and decide in which
segment(s) they will invest resources to try to
turn them into customers
– The customer group(s) selected are referred
to as the target market
7-14
Developing Segment Profiles
 A profile is a description of the “typical”
customer in a segment.
– Might include information on demographics,
location, lifestyle, and product-usage frequency
 Why is it important?
7-15
15
Evaluation of Market Segments
 A viable target segment should:
– Have members with similar product needs
and wants
– Be measurable in size and purchasing power
– Be large enough to be profitable
– Be reachable by marketing communications
– Be one that the marketer’s company has the
strengths and capabilities to adequately
serve well
Also consider:
* growth rates by segment
* competition by segment
7-16
Select a Target Marketing Strategy
7-17
Choosing a Targeting Strategy
 Undifferentiated targeting strategy
– Appealing to the total market without regard to
specific segments
– “Mass marketing”
– Commodities, often non-profit / “social” marketing
causes, small marketing budget, little research
 Differentiated targeting strategy
– Developing one or more products for each of several
customer groups
– Developing different advertising strategies
(message/media) for different customer groups (but
offering the same product)
7-18
Choosing a Targeting Strategy
 Concentrated (“niche) target marketing strategy
– Offering one or more products to a single segment
 Custom marketing strategy
– Tailoring specific products to individual customers
– Common in personal and professional services, and in
industrial marketing
– Mass customization
• Modifying a basic good or service that is “mass produced” to
meet the specific needs of an individual
7-19
Step 3: Positioning
 What is positioning?
– Developing the (a) image of the product (b) in the
mind of the customer (c) relative to competition on
(d) important attributes (either objective or subjective)
 Brand personality
– A distinctive image that captures the brand’s
character and benefits
 Reposition:
– Create a different market position to respond to
marketplace changes
• Retro brands
7-20
20
Steps in Developing a
Positioning Strategy
 Analyze competitors’ positions
 Offer a good or service with a competitive
advantage
 Finalize the marketing mix by matching mix
elements to the selected segment
 Evaluate target market’s responses and
modify strategies as needed
7-21
Positioning Tool: Perceptual Map*
 A research technique marketers use to identify
where products/brands are “located” in
consumers’ minds
 Statistical method:
– multi-dimensional scaling
– pair-wise similarity judgments
 A 2-dimensional “product” space
– the dimensions are attributes of the product
• objective or subjective
– products are the evoked set
7-22
22
Customer Relationship Management
 Customer relationship management (CRM):
– A systematic tracking of consumers’ preferences and behaviors
over time in order to tailor the value proposition as closely as
possible to each individual’s unique wants and needs
 Views customers as relationship partners, with each
partner learning from the other every time they
interact
 Sees marketing as a process of building long-term
relationships with customers
– to keep them satisfied and coming back
 CRM facilitates one-to-one marketing
7-23
Four Steps in
One-to-One Marketing
 Identify customers and get to know them in
as much detail as possible
 Differentiate customers by their needs and
value to the company
 Interact with customers; find ways to
improve cost efficiency and the
effectiveness of the interaction
 Customize some aspect of the products you
offer each customer
7-24
CRM: A New Perspective
on an Old Problem
 CRM systems use computers, software,
databases, and the Internet to capture
information at each touchpoint
– Touchpoints are any direct interface between
customers and a company (online, by phone, in
person, etc.)
7-25
Characteristics of CRM
 Share of customer (vs. share of market):
focus on retention and loyalty (vs.
acquisition of new customers)
 Lifetime value of the customer- Customer
equity
 Focus on high-value customers
– tiers/categories
 Personalize/customize
– one-to-one marketing
7-26
26