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CHAPTER 9 STUDY GUIDE

LO1.
Outline the different methods of segmenting a market.
LO2.
Describe how firms determine whether a segment is attractive and therefore worth pursuing.
LO3.
Articulate the difference among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing.
LO4.
Determine the value proposition.
LO5.
Define positioning, and describe how firms do it.
CHAPTER OVERVIEW (SUMMING UP)
Outline the different methods of segmenting a market.
There is really no one best method to segment a market. Firms choose from various methods on the basis of the type of product/ service they
offer and their goals for the segmentation strategy. For instance, if the firm wants to identify its customers easily, demographic or geographic
segmentation likely will work best. But if it is trying to dig deeper into why customers might buy its offering, then psychographic,
geodemographic, benefits, or behavioral segmentation (occasion and loyalty) work best. Typically, a combination of several segmentation
methods is most effective.
Describe how firms determine whether a segment is attractive and therefore worth pursuing.
Marketers use several criteria to assess a segments attractiveness. First, the customer should be identifiablecompanies must know what types
of people are in the market so they can direct their efforts appropriately. Second, the market must be substantial enough to be worth pursuing. If
relatively few people appear in a segment, it is probably not cost-effective to direct special marketing mix efforts toward them. Third, the market
must be reachable the firm must be able to reach the segment through effective communications and distribution. Fourth, the firm must be
responsive to the needs of customers in a segment. It must be able to deliver a product or service that the segment will embrace. Finally, the
segment must be profitable, both in the near term and over the lifetime of the customer.
Articulate the differences among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing.
Firms use a targeting strategy after they have identified its segments. An undifferentiated strategy uses no targeting at all and works only for
products or services that most consumers consider to be commodities. The difference between a differentiated and a concentrated strategy is that
the differentiated approach targets multiple segments, whereas the concentrated targets only one. Larger firms with multiple product/service
offerings generally use a differentiated strategy; smaller firms or those with a limited product/service offering often use a concentrated strategy.
Firms that employ a micromarketing or one-to-one marketing strategy tailor their product/service offering to each customerthat is, it is custom
made. In the past, micromarketing was reserved primarily for artisans, tailors, or other craftspeople who would make items exactly as the
customer wanted. Recently, however, larger manufacturers and retailers have begun experimenting with custom-made merchandise as well.
Service providers, in contrast, are largely accustomed to customizing their offering.
Determine the value proposition.
A firms value proposition communicates the customer benefits to be received from a product or service and thereby provides reasons for wanting
to purchase it. It consists of the attributes of a product or service that are desired by the target market, but not available from competitors. Firms
could attempt to offer attributes that are important to its customers, whether or not they are offered by competitors. For attributes that are not
important to its customers, it should either educate its customers about the importance of those attributes, deemphasize them, or not offer those
product or service attributes.
Define positioning, and describe how firms do it.
Positioning is the P in the STP (segmentation, targeting, and positioning) process. It refers to how customers think about a product, service, or
brand in the market relative to competitors offerings. Firms position their products and services according to several criteria. Some focus on their
offerings valuecustomers get a lot for what the product or service costs. Others determine the most important attributes for customers and
position their offering on the basis of those attribute symbols can also be used for positioning, though few products or services are associated
with symbols that are compelling enough to drive people to buy. Finally, one of the most common positioning methods relies on the favorable
comparison of the firms offering with the products or services marketed by competitors. When developing a positioning strategy and a
perceptual map, firms go through six steps. First, they determine consumers perceptions and evaluations of the product or service in relation to
competitors. Second, they identify the markets ideal points and market sizes for those products or services. Third, they identify competitors
positions. Fourth, they determine consumer preferences. Fifth, they select the position. Finally, they monitor the positioning strategy.
EXTENDED CHAPTER OUTLINE
I.

THE SEGMENTATION, TARGETING, POSITIONING PROCESS (PPT slide 9-4)


A.
Step 1: Establish Overall Strategy or Objectives (PPT slide 9-5)
B.
Step 2: Describe Segments (PPT slide 9-6)
1.
Geographic Segmentation (PPT slide 9-7)
2.
Demographic Segmentation (PPT slide 9-8)
3.
Psychographic Segmentation (PPT slide 9-10)
4.
Geodemographic Segmentation (PPT slide 9-12)
5.
Benefit Segmentation (PPT slide 9-14)
6.
Behavioral Segmentation (PPT slide 9-15)
7.
Using Multiple Segmentation Methods

Check Yourself:
What are the various segmentation methods?
Answer: Geographic, Demographic, Psychographic, Geodemographic, Benefits, and Behavioral.

C.

Step 3: Evaluate Segment Attractiveness (PPT slide 9-17)


1.
Identifiable (PPT slide 9-18)
2.
Substantial (PPT slide 9-19)
3.
Reachable (PPT slide 9-20)
4.
Responsive (PPT slide 9-21)
5.
Profitable (PPT slide 9-22, 23)

D.

Step 4: Select Target Market (PPT slide 9-24)


1.
Undifferentiated Segmentation Strategy, or Mass Marketing (PPT slide 9-25)
2.
Differentiated Segmentation Strategy (PPT slide 9-25)
3.
Concentrated Segmentation Strategy (PPT slide 9-25)
4.
Micromarketing (PPT slide 9-25)

E.

Step 5: Develop Positioning Strategy (PPT slide 9-26, 27, 28)


1.
Value
2.
Salient Attributes
3.
Symbol
4.
Competition
5.
Positioning (PPT slide 9-29)
Positioning Steps (PPT slide 9-30)
1.
Determine consumers perceptions and evaluations in relation to competitors.
2.
Identify competitors positions
3.
Determine consumer preferences.
4.
Select the position.
5.
Monitor the positioning strategy.

F.

G.

Perceptual Maps (PPT slide 9-31)

Check Yourself: Several questions are offered for students to check their understanding of core concepts. (PPT slide 9-32)
What is a perceptual map?
Answer: A perceptual map displays, in two or more dimensions, the position of products or brands in the consumers mind.

Identify the six positioning steps.


Answer: The six positioning steps are: Determine consumers perceptions and evaluations of the product or service in relation to
competitors, identify competitors positions, determine consumer preferences, select the position, monitor the positioning strategy.

ANSWERS TO END OF CHAPTER LEARNING AIDS


Marketing Applications
1.

What segmentation methods would you suggest for a small entrepreneur starting her own business selling gourmet chocolates? Justify why you
would recommend those methods.
Students must think about the different benefits and trade-offs of the segmentation methods. Descriptions of the different segments help firms
better understand the customer profiles in each segment. With this information, marketers can distinguish customer similarities within a segment
and dissimilarities across segments. The entrepreneur might consider segmentation variables such as geography, income, life-style, and
convenience in her development of her target markets.

2.

You have been asked to identify various segments in the market and then a potential targeting strategy. Describe the segments for a pet supply
store, and then justify the best targeting strategy to use.
Students should be able to explain what each segmentation strategy is and its application.
With an undifferentiated segmentation strategy, the pet supply store would consider everyone a potential user of the product. This is probably not
the best segmentation method for this type of store considering some people do not have pets.
A differentiated segmentation strategy uses several market segments to obtain a bigger share of the market. The pet supply store might consider
this strategy as it sells to consumers who have dogs, cats, fish, reptiles, etc. Each customer with a different type of pet might have different
needs.
A concentrated segmentation strategy is used when an organization selects a single, primary target market and focuses all its energy on
providing a product to fit that markets needs. This might be an appropriate strategy for the pet supply store if the store only sold to customers
with one type of pet.
Micromarketing occurs when a firm tailors a product or service to suit an individual customers wants or needs. This strategy would only work
for the pet store if they were custom making food, clothing, or supplies for pets.

3.

How and why would a retailer use micromarketing?


Micromarketing occurs when a firm interacts on a one-on-one basis with many people to create custom-made products or services. A firm could
use micromarketing by standardizing aspects of the products but leaving enough room for variability to tailor the product to each customers
needs. For example, a jeans manufacturer might pre-cut fabric, then modify the pre-cut patterns to fit each customer who orders a pair of jeans.
Micromarketing increases customer satisfaction by specifically meeting the exact need or want of the customer, which in turn increases the
likelihood of customer loyalty and repeat business.

4.

You have been asked to evaluate the attractiveness of a group of identified potential market segments. What criteria will you use to evaluate those
segments? Why are these appropriate criteria?
The third step in the segmentation process involves evaluating the attractiveness of market segments. To undertake this evaluation, marketers
first must determine whether the segment is worth pursuing, using several descriptive criteria: is the segment identifiable, substantial, reachable,
responsive, and profitable.
If a firm can determine who appears in the market and thus design products or services to meet their needs, the market segment is identifiable. If
it can measure the size of the segment and determine its worth, the market segment is substantial. If the firm can reach the segment through
persuasive communications and product distribution, it is reachable.
If customers in a market segment react positively to the firms offerings, the market segment is considered responsive. Finally, if a market
segment has sufficient size and the potential for high adoption rates and repeat purchases with sufficient profit margins, it is profitable. These
criteria are appropriate because they apply to any market segment, regardless of the product or service offered, and represent the key issues to
address to make the new product or service a lucrative opportunity.

5.

A small-business owner is trying to evaluate the profitability of different segments. What are the key factors you would recommend she consider?
Over what period of time would you recommend she evaluate?
At a different level than that in the previous question, students must suggest ways to determine profitability.
The business owner should consider the following key factors: market growth (current size, expected growth rate), market competitiveness
(number of competitors, entry barriers, product substitutes), and market access (ease of developing or accessing distribution channels, brand
familiarity). As far as the length of evaluation, it should be a minimum of 12 months to ensure the owner knows what one years operations will
entail.
6.

Think about the various energy drinks that you and your friends drink (e.g., Coca-Cola, Pepsi, 7-Up, Gatorade, and Powerade).How do those
various brands position themselves in the market?

Market positioning involves a process of defining the marketing mix variables so that target customers have a clear, distinctive, desirable
understanding of what the product does or represents in comparison with competing products. Positioning strategies focus on either how the
product or service affects the consumer or how it is better than competitors products or services. Companies position their products using
values, salient attributes, and symbols. Students should discuss which of these tools the different energy drinks use to differentiate themselves
from competitors. For example, 5-hour energy might use salient attributes, while Red Bull might use symbols.
7.

Put yourself in the position of an entrepreneur who is developing a new product to introduce into the market. Briefly describe the product.
Then, develop the segmentation, targeting, and positioning strategy for marketing the new product. Be sure to discuss (a) the overall
strategy, (b) characteristics of the target market, (c) why that target market is attractive, and (d) the positioning strategy. Provide
justifications for your decisions.

This exercise challenges students to proceed through the entire segmentation /targeting /positioning process described in the chapter.
For example, the new product is a self-propelled, robotic lawn mower, similar to the robotic vacuum cleaner that is on the market today.

Overall strategy: Segment the market into those consumers who own homes with lawns and those who do not. Segment those with lawns into
geodemographic markets to identify the segments most likely to see value in such a new product. Focus marketing effortsmost likely,
television advertising, Internet banner ads, and newspaper insertsspecifically on those segments.

Characteristics of the target market: The target market includes middle- to upper-middle-class households with no children and at least 20
square feet of lawn to mow.

Attractiveness: These households likely can afford the product, do not have children to mow the lawn as a chore, and possess enough lawn
space to justify the purchase for the sake of ease and convenience. This segment is easy to identify and is significantly different from other
segments.

Positioning strategy: The product positioning should use both value (under $200) and salient (self-propelled, does not need supervision,
senses the boundaries of the lawn automatically, and saves energy because it stops when it finishes mowing) attributes.

8.

Think of a specific company or organization that uses various types of promotional material to market its offerings. The Web, magazine ads,
newspaper ads, catalogs, newspaper inserts, direct mail pieces, and flyers might all be sources for a variety of promotional materials. Locate
two or three promotional pieces for the company and use them as a basis to analyze the segments being targeted. Describe the methods used
for segmenting the market reflected in these materials, and describe characteristics of the target market according to the materials. Be sure to
include a copy of all the materials used in the analysis.

This exercise takes the examination of segmentation, targeting, and positioning one step further to the actual implementation of the entire process
of marketing materials.
A company like Pillsbury uses a variety of promotional materials to sell its products. Three common types are newspaper coupon inserts,
magazine advertisements, and its Web site. According to these materials, the basic segmentation strategy Pillsbury uses focuses on salient
attributes; all the material tends to highlight product attributes (flavor, quick baking time, convenient to make, enough for a family of four). As
far as the target market, it appears to be predominately cost-conscious women with children who have limited time and budgets to make homecooked meals for their family and are looking for easy recipes and convenience.

9.

You have been hired recently by a large bank in its credit card marketing division. The bank has relationships with a large number of
colleges and prints a wide variety of credit cards featuring college logos, images, and the like. You have been asked to oversee the
implementation of a new program targeting the freshman class at the schools with which the bank has a relationship. The bank has already
purchased the names and home addresses of the incoming freshman class. You have been told that no credit checks will be required for these
cards as long as the student is over 18 years of age. The bank plans a first day of school marketing blitz that includes free hats, t-shirts, and
book promotions, as well as free pizza, if the students simply fill out an application. Do you think it is a good idea to target this program to
these new students?

What ethical issues might arise from the situation outlined, and to what degree do these issues violate students own ethical standards? Using the
ethical decision-making framework discussed in Chapter Three, students should evaluate their opinion of the practice of marketing credit cards
to college freshmen and thus determine an appropriate course of action.
In applying the ethical decision-making framework:

Have you thought broadly of any ethical issues associated with the decision to be made? I have thought broadly about the ethical issues
and have concerns about targeting a market segment of young consumers who lack jobs and are just learning how to manage their own
finances. Such targeting could breed a population of students who run up credit card bills to the point that it affects their ability to buy a car
or house a few years down the line.

Have you involved as many possible people who might have a right to offer input into or have actual involvement in making this decision
and action plan? At this point, the students have no say in whether such marketing efforts should be on campus, parents have had no
chance to give input to a process that probably is occurring without their knowledge, and the school administration has not been consulted
about whether this target population is appropriate.

Does this decision respect the rights and dignity of the stakeholders? College freshmen likely have little understanding of the potential
pitfalls involved with running up credit card debt they cannot pay for, and the parents of these students might be the ones most adversely
affected if they have to bail out their child, incurring costs of which they were not even aware.

Does this decision produce the most good and the least harm to the relevant stakeholders? The college freshmen would be making
important credit decisions without full knowledge of the potential consequences, and their credit ratings could be affected for life, ruining
their chances of obtaining credit in the future for car and home purchases.

Does this decision uphold relevant conventional moral rules? It likely violates the communitys standard for what is appropriate, because
it targets young adults with credit cards that they cannot afford.

Can you live with this decision alternative? If the decision is to forgo such marketing to college freshmen, then yes, I could live with that.
Quiz Yourself
1. NASCAR redirected its marketing efforts when a survey indicated that almost fifty percent of race fans were female. This is an example of
______________ segmentation.
A. geographic
B. psychographic
C. demographic
D. benefits
E. behavioral
Gender is an example of a demographic variable. Demographic variables are easily measured, objective characteristics.
2. Within a perceptual map, a(n) _________________ represents where a particular market segment's desired product would lie.
A. point of parity
B. strategic target
C. PRIZM cluster
D. ideal point
E. benefit centroid
An ideal point indicates where a particular market segments ideal product would lie on a perceptual map.

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