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Segmenting and Targeting Markets

Chapter 7 Version 6e. 2. chapter. Learning Objectives. . 7. . 1.Describe the characteristics of markets and market segments. 2. Explain the importance of market segmentation. 3. Discuss criteria for successful market segmentation.. . Chapter 7 Version 6e. 3. chapter. Learning Objectives (continued).

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Segmenting and Targeting Markets

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    1. Chapter 7 Version 6e 1 Segmenting and Targeting Markets

    2. Chapter 7 Version 6e 2 Learning Objectives

    3. Chapter 7 Version 6e 3 Learning Objectives (continued)

    4. Chapter 7 Version 6e 4 Learning Objectives (continued)

    5. Chapter 7 Version 6e 5 Learning Objective

    6. Chapter 7 Version 6e 6 Market Segmentation

    7. Chapter 7 Version 6e 7 A Market is...

    8. Chapter 7 Version 6e 8 Learning Objective

    9. Chapter 7 Version 6e 9 The Importance of Market Segmentation

    10. Chapter 7 Version 6e 10 Learning Objective

    11. Chapter 7 Version 6e 11 Criteria for Successful Segmentation

    12. Chapter 7 Version 6e 12 Criteria for Segmentation

    13. Chapter 7 Version 6e 13 Learning Objective

    14. Chapter 7 Version 6e 14 Segmentation Bases

    15. Chapter 7 Version 6e 15 Bases for Segmentation

    16. Chapter 7 Version 6e 16 Geographic Segmentation

    17. Chapter 7 Version 6e 17 Geographic Segmentation Region of the country or world Market size Market density Climate

    18. Chapter 7 Version 6e 18 Benefits of Regional Segmentation New ways to generate sales in sluggish and competitive markets Scanner data allow assessment of best selling brands in region Regional brands appeal to local preferences React more quickly to competition

    19. Chapter 7 Version 6e 19 Demographic Segmentation

    20. Chapter 7 Version 6e 20 Bases for Demographic Segmentation Age Gender Income Ethnic background Family Life Cycle

    21. Chapter 7 Version 6e 21 Ethnic Background Largest ethnic markets are: African-American Hispanic-American Asian-American Will comprise 1/3 of U.S. population by 2010 with buying power of a trillion dollars

    22. Chapter 7 Version 6e 22 Family Life Cycle

    23. Chapter 7 Version 6e 23 Psychographic Segmentation

    24. Chapter 7 Version 6e 24 Bases for Psychographic Segmentation

    25. Chapter 7 Version 6e 25 Lifestyle Segmentation How time is spent Beliefs Socioeconomic characteristics

    26. Chapter 7 Version 6e 26 Geodemographic Segmentation

    27. Chapter 7 Version 6e 27 VALS 2 Dimensions

    28. Chapter 7 Version 6e 28 Benefit Segmentation

    29. Chapter 7 Version 6e 29 Usage-Rate Segmentation

    30. Chapter 7 Version 6e 30 The 80/20 Principle

    31. Chapter 7 Version 6e 31 Learning Objective

    32. Chapter 7 Version 6e 32 Macrosegmentation

    33. Chapter 7 Version 6e 33 Microsegmentation

    34. Chapter 7 Version 6e 34 Business Marketing Segmentation

    35. Chapter 7 Version 6e 35 Learning Objective

    36. Chapter 7 Version 6e 36 Steps in Segmenting a Market

    37. Chapter 7 Version 6e 37 Learning Objective

    38. Chapter 7 Version 6e 38 Target Market

    39. Chapter 7 Version 6e 39 Strategies for Selecting Target Markets

    40. Chapter 7 Version 6e 40 Undifferentiated Targeting Strategy

    41. Chapter 7 Version 6e 41 Undifferentiated Targeting Strategy

    42. Chapter 7 Version 6e 42 Concentrated Targeting Strategy

    43. Chapter 7 Version 6e 43 Niche

    44. Chapter 7 Version 6e 44 Concentrated Targeting Strategy

    45. Chapter 7 Version 6e 45 Multisegment Targeting Strategy

    46. Chapter 7 Version 6e 46 Multisegment Targeting Strategy

    47. Chapter 7 Version 6e 47 Costs of Multisegment Targeting

    48. Chapter 7 Version 6e 48 Cannibalization

    49. Chapter 7 Version 6e 49 Learning Objective

    50. Chapter 7 Version 6e 50 Positioning

    51. Chapter 7 Version 6e 51 Position

    52. Chapter 7 Version 6e 52 Effective Positioning Assess the positions of competing products Determine the dimensions of these positions Choose an effective market position

    53. Chapter 7 Version 6e 53 Product Differentiation

    54. Chapter 7 Version 6e 54 Perceptual Mapping

    55. Chapter 7 Version 6e 55 Perceptual Mapping--Levis

    56. Chapter 7 Version 6e 56 Positioning Bases

    57. Chapter 7 Version 6e 57 Repositioning

    58. Chapter 7 Version 6e 58 Learning Objective

    59. Chapter 7 Version 6e 59 Global Issues

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