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McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved. LEARNING OBJECTIVES (LO) After reading Chapter 9, you should be able to: LO1 Explain what market segmentation is and when to use it. LO2 Identify the five steps involved in segmenting and targeting markets. LO3 Recognize the factors used to segment consumer and organizational markets. 1-2 Market Segmentation LEARNING OBJECTIVES (LO) After reading Chapter 9, you should be able to: LO4 Develop a market-product grid to identify a target market and recommend resulting actions. LO5 Explain how marketing managers position products in the marketplace. LO6 Describe three approaches to developing a sales forecast for an organization. 1-3 Market Segmentation The Affluent Asian Adult The Multiple Faces Five distinct groups of affluent adults in ten Asian countries today •“Work to lives” (28%) •“Gimmes” (25%) •“Executive Warriors” (21%) •“HUMmers (15%) •“Luxury Loyalist” (12%) Source: Synovate Survey 1-4 Opening Story – Market Segmentation The Affluent Asian Adult The “Executive Warriors” 1-5 Opening Story – Market Segmentation Market Segmentation Nature & Meaning LO1 Market Segmentation Market Segments Product Differentiation Segmentation: Linking Needs to Actions 1-6 What is Market Segmentation FIGURE 9-1 Market segmentation links market needs to an organization’s marketing program through marketing mix actions LO1 1-7 What is Market Segmentation FIGURE 9-2 Market-product grid showing how different pillows reach different segment of sleepers LO1 1-8 What is Market Segmentation Market Segmentation When & How to Segment Markets 1. One Product and Multiple Market Segments 2. Multiple Products and Multiple Market Segments 3. Segments of One: Mass Customization LO1 1-9 What is Market Segmentation Harry Potter What Market Segmentation is this? One Product and Multiple Market Segments LO1 1-10 What is Market Segmentation Market Segmentation When & How to Segment Markets Segments of One: Mass Customization • Customer Relationship Management (CRM) • Mass Customization • Build-to-Order (BTO) LO1 1-11 What is Market Segmentation LG What Market Segmentation is this? Segments of One: Mass Customization LO1 1-12 What is Market Segmentation Segmenting & Targeting Markets A Five-Step Approach FIGURE 9-3 The five key steps in segmenting and targeting markets that link market needs to a firm’s marketing program LO2 1-13 Five Steps in Segmenting & Targeting Markets Segmenting & Targeting Markets Step 1: Grouping Potential Buyers into Segments • Simplicity and Cost-Effectiveness of Assigning Potential Buyers to Segments • Potential for Increased Profit • Similarity of Needs of Potential Buyers Within a Segment • Difference of Needs of Buyers Among Segments • Potential of a Marketing Action to Reach a Segment LO3 1-14 Factors used to segment consumer & organisational markets FIGURE 9-4 Segmentation variables and breakdowns for consumer markets Customer Characteristics Buying Responses LO3 1-15 Factors used to segment consumer & organisational markets Segmenting & Targeting Markets Step 1: Grouping Potential Buyers into Segments Ways to Segment Consumer Markets – Customer Characteristics • Geographic customer characteristic • Demographic customer characteristic • Psychographic customer characteristic LO3 1-16 Factors used to segment consumer & organisational markets Segmenting & Targeting Markets Step 1: Grouping Potential Buyers into Segments Ways to Segment Consumer Markets – Buying Responses Product Features Usage Rate or Frequency Marketing 80/20 Rule LO3 1-17 Factors used to segment consumer & organisational markets FIGURE 9-5 Patronage of fast-food restaurants by adults 18 years and older LO3 1-18 Factors used to segment consumer & organisational markets FIGURE 9-6 Comparison of various kinds of users and nonusers for Wendy’s, Burger King, and McDonald’s fast-food restaurants LO3 1-19 Factors used to segment consumer & organisational markets Segmenting & Targeting Markets Step 1: Grouping Potential Buyers into Segments Behavioral Variables to Use in Forming Segments • Students Dorms, Sororities, & Fraternities Day Commuters Apartments Night Commuters • Nonstudents LO3 Faculty & Staff Workers in Area Residents in Area Visitors 1-20 Factors used to segment consumer & organisational markets Firms’ Colour Copying Problems What variables can Xerox use for segmentation? LO3 1-21 Factors used to segment consumer & organisational markets FIGURE 9-7 Segmentation variables and breakdowns for organizational markets LO3 1-22 Factors used to segment consumer & organisational markets Segmenting & Targeting Markets Step 1: Grouping Potential Buyers into Segments Ways to Segment Organizational Markets • Geographic customer characteristic Statistical Areas LO3 1-23 Factors used to segment consumer & organisational markets Segmenting & Targeting Markets Step 1: Grouping Potential Buyers into Segments Ways to Segment Organizational Markets • Demographic customer characteristic SICS Code Number of employees LO3 1-24 Factors used to segment consumer & organisational markets Segmenting & Targeting Markets Step 1: Grouping Potential Buyers into Segments Ways to Segment Organizational Markets • Benefits sought product features LO3 1-25 Factors used to segment consumer & organisational markets Segmenting & Targeting Markets Step 2: Grouping Products into Categories So that buyers can relate to them Product groups/lines LO3 E.g. Aisles in supermarkets 1-26 Factors used to segment consumer & organisational markets Segmenting & Targeting Markets Step 3: Market-Product Grid & Size of Markets Market-Product Grid • Forming a Market-Product Grid • Estimating Market Sizes LO4 1-27 Developing a Market-Product Grid and marketing actions for a target market Segmenting & Targeting Markets Step 3: Market-Product Grid & Size of Markets LO4 FIGURE 9-8 Selecting a target market for your restaurant next to an urban university (target market is shaded) 1-28 Developing a Market-Product Grid and marketing actions for a target market Segmenting & Targeting Markets Step 4: Selecting a Target Market Criteria to Use in Selecting Target Markets • Market Size • Expected Growth • Competitive Position • Cost of Reaching Segment LO4 • Compatibility with Organizational Goals and Resources 1-29 Developing a Market-Product Grid and marketing actions for a target market Segmenting & Targeting Markets Step 4: Selecting a Target Market Note the 2 different sets of criteria in market segmentation process: Criteria for Segmenting Market (Step 1) LO4 Criteria for Targeting Market (Step 4) 1-30 Developing a Market-Product Grid and marketing actions for a target market Segmenting & Targeting Markets Step 4: Selecting a Target Market Choose the Products & Segments • No Breakfast • Four Student Segments Only LO4 1-31 Developing a Market-Product Grid and marketing actions for a target market Segmenting & Targeting Markets Step 5: Taking Marketing Actions to reach Target Market Your restaurant’s segmentation strategy • Day Commuters • Between-Meal Snacks • Dinners to Night Commuters LO4 1-32 Developing a Market-Product Grid and marketing actions for a target market FIGURE 9-9 Advertising actions to reach specific student segments (an entire market segment vs. a narrow niche) LO4 1-33 Developing a Market-Product Grid and marketing actions for a target market Segmenting & Targeting Markets Step 5: Taking Marketing Actions to reach Target Market Apple’s Ever-Changing Segmentation Strategy Market-Product Synergies: A Balancing Act • Marketing Synergies • Product Synergies LO4 1-34 Developing a Market-Product Grid and marketing actions for a target market Marketing Matters Apple’s Segmentation Strategy LO4 1-35 Developing a Market-Product Grid and marketing actions for a target market Product Positioning Two Approaches Product Positioning Product Repositioning Two Approaches to Product Positioning • Head-to-Head Positioning • Differentiation Positioning LO5 1-36 Positioning Products in the Marketplace Product Positioning Two Approaches Product Positioning • Identify Important Attributes for a Product Class • Judgments of Existing Brands on These Important Attributes • Ratings of an Ideal Product’s or Brand’s Attributes LO5 1-37 Positioning Products in the Marketplace Product Positioning Two Approaches Perceptual Map Repositioning Chocolate Milk for Adults How can dairies put more zip into chocolate milk sales? LO5 1-38 Positioning Products in the Marketplace FIGURE 9-10 Using positioning and perceptual map to increase milk sales to children and adult LO5 1-39 Positioning Products in the Marketplace Sales Forecasting Three Approaches LO6 Market Potential Sales Forecast Industry Potential Company Forecast 1-40 Three Approaches to developing a Sales Forecast Sales Forecasting Three Approaches Judgments of the Decision Maker • Direct Forecast • Lost-Horse Forecast Surveys of Knowledgeable Groups • Survey of Buyers’ Intentions Forecast LO6 • Salesforce Survey Forecast 1-41 Three Approaches to developing a Sales Forecast Sales Forecasting Three Approaches Statistical Methods • Trend Extrapolation • Linear Trend Extrapolation LO6 1-42 Three Approaches to developing a Sales Forecast FIGURE 9-12 Linear trend extrapolation of sales revenues at Xerox (made at the start of 2000) LO6 1-43 Three Approaches to developing a Sales Forecast