Beruflich Dokumente
Kultur Dokumente
David Jobber
Chapter 7
Market Segmentation and Positioning
The advantages of market
segmentation
Target
market
selection
Market Tailored
Differentiation marketing
segmentation
mix
Opportunities
and threats
c7 c8 c7 c6 c8 c7 c6 targeted at
segment 3 c8
Usage
Macrosegment 2
Macrosegment 1 Macrosegment 3
(medium-sized
(large companies) (small companies)
companies)
Macrosegmentation Microsegmentation
Choice
Organizational size
Decision-making unit structure
Industry
Decision-making process
Geographic location
Buy class
Purchasing organization
Organizational innovativeness
● Undifferentiated marketing
● Differentiated marketing
● Focused marketing
● Customized marketing
● Undifferentiated marketing
● Differentiated marketing
● Focused marketing
Segment 1
Segment 3
● Customized marketing
Clarity Consistency
Successful positioning
Credibility Competitiveness
Wide Narrow
product product
range G range
X
F
E
Low
price
D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill 13
Repositioning strategies
Product
Same Different
Image Product
Same
repositioning repositioning
Target
market
Intangible Tangible
Different
repositioning repositioning