1 / 35

Segmenting and Targeting Markets

chapter. Chapter 5 Review: Business Mkting . . 5. . What is business marketing.Role of Internet in business marketing.Relationship marketing

dominica
Download Presentation

Segmenting and Targeting Markets

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

    1. Segmenting and Targeting Markets

    2. Chapter 5 Review: Business Mkting

    3. BUSINESS MARKETING CONCEPTS CH 1: OVERVIEW OF MARKETING CH 2: THE MARKETING ENVIROMENT CH 3: DEVELOPING A GLOBAL VISION CH 4: CONSUMER DECISION MAKING CH 5: BUSINESS MARKETING CH 6: TARGET MARKETS & SEGMENTS CH 7: MARKET RESEARCH CH 8: PRODUCTS & SERVICE CONCEPTS CH 9: DEVELOP & MANAGE PRODUCTS CH 10: MARKETING CHANNELS CH 11: RETAILING CH 12: MARKETING COM & PERS SELLING CH 13: ADV, PUBLIC REL, & PROMOTION CH 15:PRICING CONCEPTS

    4. Chapter 6 Learning Objectives

    5. Learning Objectives (continued)

    6. Learning Objective

    7. Learning Objective

    8. A. Segmentation Criteria

    9. B. Reasons for Market Segmentation

    10. C. Criteria for Segmentation

    11. 1. Region of the country or world A. Geographic Segmentation

    12. Benefits of Regional Segmentation 2. Scanner data allow assessment of best selling brands in region 3. Regional brands appeal to local preferences 4. React more quickly to competition

    13. B. Demographic Segmentation 1. Age:

    14. B4. Ethnic Background African-American: 45 mill by 2020 Hispanic-American: 38 million 13% - 531 mill Asian-American: 10.2 mill better educated Will comprise 1/3 of U.S. population by 2010 with buying power of a trillion $s and will be the majority by mid-century

    15. B5. Family Life Cycle

    17. D. Benefit Segmentation

    18. Learning Objective

    19. Steps in Segmenting a Market

    20. Target Market

    21. A. Undifferentiated Targeting Strategy

    22. A. Undifferentiated Targeting Strategy

    23. B. Concentrated Targeting Strategy

    24. B. Concentrated Targeting Strategy

    25. C. Multisegment Targeting Strategy

    26. Costs of Multisegment Targeting

    30. Positioning

    31. Effective Positioning Assess the positions of competing products: Pontiac vs. Buick vs. Ford Determine dimensions of these positions Choose an effective market position Product Differentiation

    32. Perceptual Mapping

    33. Positioning Bases

    34. Repositioning

    35. Chapter 6 Summary

    36. NEXT TOPIC

More Related