Beruflich Dokumente
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Positioning
Need
Ability
+ Willingness
Authority
Role of Market Segmentation
• It is a massive mistake if you try to market to every consumer
on Earth. What can benefit your company more is marketing to
individual segments of the marketplace and develop
product/services that would suit those segments.
• Market Segmentation: division of the total market into smaller,
relatively homogeneous groups
• You need to select the segment in which your venture will fit in
perfectly. The application of segmentation will help you further
develop your competitive knowledge which will have a strong
effect on your newly formed competitive advantage.
• Why?
• Levels – Mass, Segment, and Niche
Why segment?
Most Most
efficient effective
Many Groups
of One
One Mass
Market
The Importance of Market
Segmentation
Accessibility
Measurability /
Identifiability
Substantiality
Most important point
• In relation to responsiveness to different marketing
mixes, segments must be:
• Homogeneous within
• Heterogeneous between
Bases for Segmenting Consumer
Markets
Characteristics of individuals,
groups, or organizations used to
divide a total market into segments.
(variables)
Bases for Segmentation
Segmenting Consumer Markets
Resellers
Government
Institutions
Company Buying
Characteristics Processes
Steps in Segmenting Markets
1 2 3 4 5 6
Select Choose Select Profile Select Design,
a market bases descriptors and target implement,
for for analyze markets maintain
study segmen- segments marketing
tation mix
Note that steps 5 and 6 are actually marketing activities that follow market segmentation (steps 1 through 4).
When you rationally segment your target customers you’ll
discover more and better sales opportunities. The best
market segments satisfy the following criteria:
Undifferentiated Strategy
Differentiated
Concentrated
Undifferentiated Strategy
Single
Marketing
Mix
Organization
Target Market
Differentiated Strategy
Marketing Mix 1
Marketing Mix 2
Organization
Target Market
Concentrated Strategy
Single
Marketing
Mix
Organization
Target Market
Cannibalization
Cannibalization