Beruflich Dokumente
Kultur Dokumente
TARGETING
Slide 9-25
segments:
1.Price sensitive, non-brand loyal
,cola-taste, full-flavor segment, multipack
2.Price insensitive, cola taste, brand
loyal, low calorie, multi-pack
Market Segmentation
Division of the total market into
smaller, relatively homogeneous
groups
No single marketing mix can satisfy
everyone. Therefore, separate
marketing mixes should be used for
different market segments.
Step 1. Market
Segmentation
Bases for Segmenting Consumer Markets
Geographic
Nations, states,
regions or cities
Demographic
Age, gender,
family size and
life cycle,
or
income
Psychographic
Social class, lifestyle,
or personality
Behavioral
Occasions, benefits,
uses, or responses
Step 1. Market
Segmentation
Levels of Market Segmentation
Mass
Mass Marketing
Marketing
Same
Sameproduct
productto
toall
allconsumers
consumers
(no
(nosegmentation)
segmentation)
Segment
Segment Marketing
Marketing
Different
Differentproducts
productsto
toone
oneor
ormore
moresegments
segments
(some
(somesegmentation)
segmentation)
Niche
Niche Marketing
Marketing
Different
Differentproducts
productsto
tosubgroups
subgroupswithin
withinsegments
segments
((more
moresegmentation)
segmentation)
Micromarketing
Micromarketing
Products
Productsto
tosuit
suitthe
thetastes
tastesof
ofindividuals
individualsor
orlocations
locations
(complete
(completesegmentation)
segmentation)
Response-based
segmentation:
Putting the horse before
the cart
Step 1. Market
Segmentation
Requirements for Effective Segmentation
Measurable
Measurable
Accessible
Accessible
Substantial
Substantial
Differential
Differential
Actionable
Actionable
Step 2. Market
Targeting
Evaluating Market Segments
Slide 9-32
Slide 9-36
Task
What segments are being targeted?
Reebok
Mc Donalds
You can please some people all of the
time
and all people some of the time, but
you
cannot please all people all of the
time.