8-1
MARKETING MANAGEMENT
Market Segments and Targets
8-2
Chapter Questions
How can markets be segmented?
How can a company best divide a market into segments?
How should a company choose the most attractive target markets?
What are the requirements for effective segmentation?
8-3
Mature consumers are a rapidly growing market
8-4
A Mass Market Approach
8-5
General Motors
Alfred P. Sloan
“A car for every purse and purpose”
• Cadillac
• Oldsmobile
• Pontiac
• Buick
• Chevrolet
8-6
8-7
8-8
8-9
8-10
8-11
8-12
Mercedes
8-13
Volvo
8-14
Volvo
8-15
Effective Targeting Requires…
• Identify and profile distinct groups of buyers
who differ in their needs and preferences.
• Select one or more market segments to
enter.
• Establish and communicate the distinctive
benefits of the market offering.
8-16
Basic Market Preference Patterns
8-17
Segmenting Consumer Markets
GeographicGeographic
DemographicDemographic
PsychographicPsychographic
BehaviouralBehavioural
8-18
Demographic Segmentation
Age and Life CycleAge and Life Cycle
Life StageLife Stage
GenderGender
IncomeIncome
GenerationGeneration
Social ClassSocial Class
8-19
Toyota Scion targets Gen Y consumers
8-20
Patterns of Target Market Selection
8-21
Customerization
Combines operationally drivenmass customization with customizedmarketing in a way that empowers
consumers to design theproduct and service offering
of their choice.
8-22
Effective Segmentation Criteria
MeasurableMeasurable
SubstantialSubstantial
AccessibleAccessible
DifferentiableDifferentiable
ActionableActionable
8-23
Marketing Discussion
http://www.youtube.com/watch?v=VIL04ajbDO4
1. When does it make sense to
“fire your customer?
Top Related