Kotler 14e 08 Segment Target 15 Sept

7/24/2019 Kotler 14e 08 Segment Target 15 Sept

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8

IdentifyingMarket Segments

and Targets

1


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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-2

Chapter Questions

hat are the di!!erent le"els o! #ar$et

seg#entation%

Ho& can a co#pany di"ide a #ar$et into

seg#ents% hat are the re'uire#ents !or e!!ecti"e

seg#entation%

Ho& should business #ar$ets be seg#ented% Ho& should a co#pany choose the #ost

attracti"e target #ar$ets%


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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-(

Effective Targeting Requires

Identi!y and pro!ile distinct groups o! buyers

&ho di!!er in their needs and pre!erences

)elect one or #ore #ar$et seg#ents to enter

Establish and co##unicate the distincti"e

bene!its o! the #ar$et o!!ering


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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-*

What is a Market Segment?

+ market segmentconsists o! a group

o! custo#ers &ho share a si#ilar set o!

needs and &ants.


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-

Copyright 200 /cra&-Hill +ustralia Pty td

Po&erPoint )lides ta Marketing Strategy: A Decision-Focused Approach by al$erPrepared by +nton 3ri4, 5he 6ni"ersity o! 7e&castle

Segmentation

Market segmentation is theprocess by &hich a #ar$et is

di"ided into distinct subsets o!

custo#ers &ith si#ilar needsand characteristics that lead

the# to respond in si#ilar &ays

to product o!!erings and

#ar$eting progra#s


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Most Markets are Heterogeneous

ariation a#ong #ar$et seg#ents in Product pre!erences )i4e and gro&th in de#and /edia habits

Co#petitor acti"ities Hence #ar$ets are9

Co#ple: entities that can be de!ined(segmented)in a "ariety o! &ays

5he critical issue is to !ind anappropriate seg#entation #ethod that&ill !acilitate target #ar$eting


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-;



Market Realities Making

Segmentation mperative

!e" reasons#


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$%&ectives of Market Segmentation

5here are three i#portant ob=ecti"esconcerning the #ar$et

seg#entation process

1. Identi!y a ho#ogeneous seg#ent

that di!!ers !ro# other seg#ents

2. )peci!y characteristics that de!ine

the seg#ent

(. >eter#ine seg#ent si4e andpotential


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Ho' are Market Segments (est

)efine*?

)eg#entation decisions are based on9 ho the custo#ers are%

here they are%

Ho& they beha"e%

/ar$eters di"ide seg#entation descriptorsinto !our #a=or categories9

>e#ographic

eographic

?eha"ioral

Psychographic


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-10


Po&erPoint )lides ta Marketing Strategy: A Decision-Focused Approach by al$er

Prepared by +nton 3ri4, 5he 6ni"ersity o! 7e&castle

Ho' are Market Segments (est

)efine*?

)eg#entation decisions are based on9 ho the custo#ers are%

here they are%

Ho& they beha"e%

/ar$eters di"ide seg#entation descriptorsinto !our #a=or categories9

>e#ographic

eographic

?eha"ioral

Psychographic


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Segmenting Consumer Markets

eographic

>e#ographic

Psychographic

?eha"ioral


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+eographic Segmentation



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-1(




+eographic Segmentation


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-1*




)emographic Segmentation


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)emographic Segmentation

+ge and li!e cycle

i!e stage

ender

Inco#e

eneration

)ocial class

ace and Culture


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,ge an* -ifec"cle Stage



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+en*er an* ncome

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-1;


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+enerational nfluences



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Race an* Culture



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.s"chographic Segmentation

an* The /,-S 0rame'ork



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(ehavioral Segmentation


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(ehavioral Segmentation (ase*

on 1ee*s an* (enefits



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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-2(

(ehavioral Segmentation#

)ecision Roles

Initiator

In!luencer

>ecider

?uyer

6ser


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(ehavioral Segmentation#

(ehavioral /aria%les

Bccasions

?ene!its

6ser )tatus 6sage ate

?uyer-eadiness

oyalty )tatus

+ttitude

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-2*


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0igure 234 E5ample of a (ran* 0unnel



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-o"alt" Status

Hard-core

)plit loyals

)hi!ting loyals

)&itchers


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0igure 236 (ehavioral

Segmentation (reak*o'n

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-2;


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Segmenting for (usiness Markets

>e#ographic

Bperating "ariable

Purchasing approaches

)ituational !actors

Personal characteristics


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Steps in Segmentation .rocess

7eed-based seg#entation

)eg#ent identi!ication

)eg#ent attracti"eness

)eg#ent pro!itability

)eg#ent positioning

)eg#ent acid test

/ar$et #i: strategy


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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-(0

Effective Segmentation Criteria

/easurable

)ubstantial

+ccessible

>i!!erentiable

+ctionable


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.orter7s 8 0orces Mo*el


5hreat o! i"alry

5hreat o! )upplier

?argaining Po&er

5hreat o! ?uyer

?argaining Po&er

5hreat o!

7e& Entrants

5hreat o!

)ubstitutes


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0igure 239 .ossi%le -evels

of Segmentation



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0or Revie'

hat are the di!!erent le"els o! #ar$et

seg#entation%

Ho& can a co#pany di"ide a #ar$et into

seg#ents% hat are the re'uire#ents !or e!!ecti"e

seg#entation%

Ho& should business #ar$ets be seg#ented% Ho& should a co#pany choose the #ost

attracti"e target #ar$ets%

Copyright 2011 Pearson Education Inc Publishing as Prentice Hall 8-((

Kotler 14e 08 Segment Target 15 Sept

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