Beruflich Dokumente
Kultur Dokumente
8
Identifying Market
Segments and
Targets
Kotler
Keller
CHP: 8&10-2
CHP: 8&10-3
1.
1.Identify
Identifybases
basesfor
for
segmenting
segmentingthe
the
market
market
2.
2.Develop
Developsegment
segment
Market
profiles
Market Targeting
Targeting
profiles
3.
3.Develop
Developmeasure
measureof
of
segment
segmentattractiveness
attractiveness
4.
4.Select
Selecttarget
targetsegments
segments
Market
Market positioning
positioning
5.
5.Develop
Developpositioning
positioning
for
for
target
targetsegments
segments
6.
6.Develop
Developaa
CHP: 8&10-4
marketing
Segments
Niches
Local areas
Individuals
CHP: 8&10-5
Segment Marketing
CHP: 8&10-6
CHP: 8&10-7
Customerization
CHP: 8&10-8
CHP: 8&10-9
CHP: 8&10-10
Demographic Segmentation
Age
Age and
and Life
Life Cycle
Cycle
Life
Life Stage
Stage
Gender
Gender
Income
Income
Generation
Generation
Social
Social Class
Class
CHP: 8&10-11
Psychographic
Segmentation:
The VALS
Segmentation
System
CHP: 8&10-12
Behavioral Segmentation
Decision Roles
Initiator
Influencer
Decider
Buyer
User
Behavioral Variables
Occasions
Benefits
User Status
Usage Rate
Buyer-Readiness
Loyalty Status
Attitude
CHP: 8&10-13
CHP: 8&10-14
Demographic segmentation
Industry, company size, location
Operating variables
Technology, usage status,
customer capabilities
Purchasing approaches
Situational factors
Urgency, specific application, size
of order
Personal characteristics
Buyer-seller similarity, attitudes
toward risk, loyalty
CHP: 8&10-16
Effective Segmentation
Criteria
Measurable
Measurable
Accessible
Accessible
profiles
of segments can be
measured.
Segments can be effectively
reached and served.
Substantial
Substantial
Differential
Differential
Actionable
Actionable
differently to different
marketing mix elements &
programs.
Effective programs can be
designed to attract and serve
the segments.
CHP: 8&10-17
Market Targeting
Evaluating Market Segments
Segment Size and Growth
Analyze current sales, growth rates and expected
profitability for various segments.
Segment Structural Attractiveness
Consider effects of: competitors, availability of
substitute products and, the power of buyers &
suppliers.
Company Objectives and Resources
Company skills & resources needed to succeed in
that segment(s).
Look for Competitive Advantages.
CHP: 8&10-18
Market Targeting
Market Coverage Strategies
Company
Company
Marketing
Marketing
Mix
Mix
Market
Market
A. Undifferentiated Marketing
Company
Company
Marketing
MarketingMix
Mix11
Company
Company
Marketing
MarketingMix
Mix22
Company
Company
Marketing
MarketingMix
Mix33
Segment
Segment11
Segment
Segment22
Segment
Segment33
B. Differentiated Marketing
Company
Company
Marketing
Marketing
Mix
Mix
C. Concentrated Marketing
Segment
Segment11
Segment
Segment22
Segment
Segment33
CHP: 8&10-19
CHP: 8&10-20
CHP: 8&10-21
CHP: 8&10-22
MARKETING MANAGEMENT
12th edition
10
Crafting the Brand
Positioning
Kotler
Keller
Marketing Strategy
Segmentation
Segmentation
Targeting
Targeting
Positioning
Positioning
CHP: 8&10-24
Positioning
CHP: 8&10-25
Choosing a Positioning
Strategy
Step 1. Identifying
Possible
Competitive
Advantages
Step 2. Selecting
the Right
Competitive
Advantage
Step 3.
Communicating and
Delivering the
Chosen Position
CHP: 8&10-26
Defining Associations
Points-of-parity
Points-of-difference
(PODs)
(POPs)
Attributes or benefits
Associations that are
consumers strongly
not necessarily unique
associate with a brand,
to the brand but may
positively evaluate, and
be shared with other
believe they could not
brands
find to the same extent
with a competitive
brand
CHP: 8&10-27
CHP: 8&10-28
CHP: 8&10-29
CHP: 8&10-30
Underpositioning
Overpositioning
Confused positioning
Doubtful positioning
CHP: 8&10-31
Differentiation Strategies
Product
Personnel
Channel
Image
CHP: 8&10-32
Product Differentiation
Product form
Features
Performance
Conformance
Durability
Reliability
Reparability
Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance
CHP: 8&10-33
Identity:
The way a
company aims to
identify or
position itself
Image:
The way the
public perceives
the company or its
products
CHP: 8&10-34