Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.
-
Upload
adele-anthony -
Category
Documents
-
view
217 -
download
0
Transcript of Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.
![Page 1: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/1.jpg)
SegmentationLaura Connor, Tony Hanson, Ryan Loder, Suyi Ma
![Page 2: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/2.jpg)
Agenda• Social influences
• Major kinds of segmentation
• Requirements of a segment
• Key steps of segmenting
![Page 3: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/3.jpg)
Agenda• Social influences
• Major kinds of segmentation
• Requirements of a segment
• Key steps of segmenting
![Page 4: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/4.jpg)
Social influenceWhen emotions, opinions or behaviors are affected by others
![Page 5: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/5.jpg)
Types of social influence• Kelman’s varieties
Compliance
Identification
Internalization
• Conformity
• Minority
• Self-fulfilling
• Reactance
• Obedience
• Persuasion
https://en.wikipedia.org/wiki/Social_influence
![Page 6: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/6.jpg)
Kelman’s varieties1958 - Herbert Kelman identified three broad varieties of social influence:
• Compliance
• Identification
• Internalization
https://en.wikipedia.org/wiki/Social_influence
![Page 7: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/7.jpg)
The point:
instigate action
cause change
![Page 8: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/8.jpg)
When influence causes change• Positive vision
• Fear
• Pain
• Ultimatums
• Goal alignment
• Care
• Knowledge and ability
• Rewards
http://www.peterstark.com/influences-people-change/
![Page 9: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/9.jpg)
When influence does not cause change• Vision
• Being unaware
• They don’t see the benefit
• It’s not their goal
• Short-term rewards
http://www.peterstark.com/influences-people-change/
![Page 10: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/10.jpg)
Influence• We are being constantly influenced
• Minds are moved by forces we cannot always see
• The scarcity of original thought
![Page 11: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/11.jpg)
Agenda• Social influences
• Major kinds of segmentation
• Requirements of a segment
• Key steps of segmenting
![Page 12: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/12.jpg)
Major kinds of segmentation • Group potential buyers into Segments by:
Demographics (Age, income, education, income etc.)
Geographic ( Climate, region, city size etc.) NortheastMid-Atlantic North-CentralSouthwestNorthwest
Socio-culturalCulture and SubcultureSocial ClassReligion
![Page 13: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/13.jpg)
Major kinds of segmentation • Group potential buyers into Segments by:
Psychographic Lifestyles Attitudes Personality
Behavioral Usage Rates or Frequency Product Features Loyal
Benefits Sought Benefits customers are seeking when they purchase a
product.
![Page 14: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/14.jpg)
What do you value most about a phone?• Phone calls
• Texting
• Camera
• Social Media
• Emails
• E-book
• YouTube viewer
• Games
• Music
• Web browser
• Weather
• Voice dictation
• Personal assistant
• Alarm clock, stopwatch, timer
• Calculator
• Calendar
• Note taker
• Photo album
• GPS navigation
• Flashlight
• Dictionary
• Compass
• Voice Recorder
• Magnifying glass and mirror
• Language translator
• Retail store finder
![Page 15: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/15.jpg)
Phone Activity • Phone Calls Texting
Web Browsing Emails
![Page 16: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/16.jpg)
Agenda• Social influences
• Major kinds of segmentation
• Requirements of a segment
• Key steps of segmenting
![Page 17: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/17.jpg)
Three Reason to Segment Market• Segmentation enables the identification of groups of customers with similar needs, and the analysis of the buying behavior of these groups.
• Segmentation provides information for the specific matching of the design of marketing mixes with the characteristics of the segment.
• Segmentation helps marketers satisfy customers wants and needs while meeting the organization’s objectives.
![Page 18: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/18.jpg)
Requirements of a Segment
In addition to having different needs, for segments to be practical they should be evaluated against the following criteria:
• Substantiality: the segments should be sufficiently large to justify the resources required to target them. A very small segment may not serve commercial exploitation.
• Identifiably: The differentiating attributes of the segments must be measurable so that they can be identified.
• Reachability: The segments must be reachable through communication and distribution channels.
![Page 19: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/19.jpg)
Requirements of a Segment (Cont....)
• Responsiveness: Unless segment responds to a marketing mix differently, no separate treatment is needed.
• Unique needs: To justify separate offerings, the segments must respond differently to the different marketing mixes.
• Durable: The segments should be relatively stable to minimize the cost of frequent changes.
![Page 20: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/20.jpg)
Agenda• Social influences
• Major kinds of segmentation
• Requirements of a segment
• Key steps of segmenting
![Page 21: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/21.jpg)
Key Steps of Segmenting & Targeting Markets
The Five Key Steps in Segmenting and Targeting Markets 1. Group potential buyers into segments
Link Needs To Actions
![Page 22: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/22.jpg)
Key Steps of Segmenting & Targeting Markets• Group potential buyers into Segments by:
Demographics (Age, income, education, income etc.)
Geographic ( Climate, region, city size etc.) Northeast Mid-Atlantic North-Central Southwest Northwest
Socio-cultural Culture and Subculture Social Class Religion
![Page 23: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/23.jpg)
Key Steps of Segmenting & Targeting Markets• Group potential buyers into Segments by:
Psychographic Lifestyles Attitudes Personality
Behavioral Usage Rates or Frequency Product Features Loyal
Benefits Sought Benefits customers are seeking when they purchase a product.
![Page 24: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/24.jpg)
Key Steps of Segmenting & Targeting Markets
The Five Key Steps in Segmenting and Targeting Markets 1. Group potential buyers into segments 2. Group products sold into categories
Link Needs To Actions
![Page 25: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/25.jpg)
Key Steps of Segmenting & Targeting Markets Group products sold into categories
Target Marketing
What it is they are buying and who is doing the buying. Strategy into what market segment to enter.
Marketing Positioning Unique Product that your target customers values
![Page 26: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/26.jpg)
Key Steps of Segmenting & Targeting Markets
The Five Key Steps in Segmenting and Targeting Markets 1. Group potential buyers into segments 2. Group products sold into categories 3. Develop a market-product grid and estimate size of markets
Link Needs To Actions
![Page 27: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/27.jpg)
Key Steps of Segmenting & Targeting Markets
Develop a market-product grid and estimate size of markets
To determine business growth strategies
![Page 28: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/28.jpg)
Key Steps of Segmenting & Targeting Markets
The Five Key Steps in Segmenting and Targeting Markets 1. Group potential buyers into segments 2. Group products sold into categories 3. Develop a market-product grid and estimate size of markets 4. Select target markets
Link Needs To Actions
![Page 29: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/29.jpg)
Key Steps of Segmenting & Targeting Markets• Select target markets
Two types of criteria
Those that divide a market into segments
Those that pick the segment
How does a company choose a target market Competitive position (low cost, differentiation etc.) Opportunities within this segment Meet its goals and objectivesCost
![Page 30: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/30.jpg)
Key Steps of Segmenting & Targeting Markets• Select target markets
Perceptual Maps How do customers see their vehicle
![Page 31: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/31.jpg)
Key Steps of Segmenting & Targeting Markets
The Five Key Steps in Segmenting and Targeting Markets 1. Group potential Buyers into segments 2. Group products sold into categories 3. Develop a market-product grid and estimate size of markets 4. Select target markets 5. Take marketing actions to reach target markets
Link Needs To Actions
![Page 32: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/32.jpg)
Key Steps of Segmenting & Targeting Markets• Take marketing actions to reach target markets
TAKE ACTION TO REACH YOUR TARGET MARKET !!
![Page 33: Segmentation Laura Connor, Tony Hanson, Ryan Loder, Suyi Ma.](https://reader035.fdocuments.in/reader035/viewer/2022062323/5697bfe31a28abf838cb5245/html5/thumbnails/33.jpg)
Questions?