description
Market segmentation
Transcript of EGHS Market Segmentation
- 1. Chapter 5 Market Segmenting, Targeting, and Positioning
- 2. 2010 Flat World Knowledge, Inc.
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- 7. Learning Objectives 2010 Flat World Knowledge, Inc.
- Distinguish between targeted marketing and mass marketing
.
- Explain the different market segmentation strategies companies
pursue.
- Position a product offering using geodemographic segmenting
strategies.
- 8. Mass vs. Targeted Marketing Targeted Marketing Using
research to select a segment of the consumer market and developing
targeted strategies Mass Marketing Selling the same product to all
consumers using the same strategies
- 9. Benefits in Segmenting and Targeting 2010 Flat World
Knowledge, Inc.
- 10. Key Takeaways 2010 Flat World Knowledge, Inc. Mass
marketing selling the same product to everyone Differentiated
marketing targeting select groups
- Major vs. minor customers all customers are not equal
- Costs more to find a new customer vs. keeping current
- 20% of the customers can lead to 80% of revenue/profits
- 11. Segmenting by Demographics , Inc.
- 12. Segmentation by Geography Where do buyers live? What are
the unique needs and wants in this area? Geocoding maps customer
zip code and purchase information. Geodemographics combines
geographic and demographic information.
- 13. Positioning 2010Flat World Knowledge, Inc. Positioning
allowing a product to stand out from competition Re-positioning
moving a product to a different place in buyers minds