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Chapter3 Segmentation

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24 views

Chapter3 Segmentation

Uploaded by

Jiao Niu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CHAPTER

THREE
Market Segmentation
and Strategic
Targeting

Copyright 2007 by Prentice


Hall
Market Segmentation
The process of dividing a
potential market into
distinct subsets of
consumers and selecting
one or more segments as a
target market to be reached
with a distinct marketing
mix.

Copyright 2007 by Prentice Hall


Three Phases of Marketing
Strategy
Phase 3
Product/Brand Positioning

Phase 2
Target Market and Marketing Mix Selection

Phase 1
Market Segmentation

Copyright 2007 by Prentice


Hall
Segmentation Studies
• Discover the needs and wants of groups of
consumers to develop specialized products to
satisfy group needs
• Used to identify the most appropriate media
for advertising

Copyright 2007 by Prentice


Hall
Bases for Segmentation
• Geographic • Use-Related
• Demographic • Usage-Situation
• Psychological • Benefit Sought
• Psychographic • Hybrid
• Sociocultural

Copyright 2007 by Prentice


Hall
Segment Strategies by Customer Usage
Table 3-8

Current Share
High Low

High HiHighs LowHighs


(stroke) (chase)
Consumption

HiLows LoLows
Low (tickle) (starve)

Copyright 2007 by Prentice


Hall
Use-Situation Segmentation
• Segmenting on the basis of special occasions or
situations
• For example:
– “Whenever our daughter Jamie gets a raise, we take her out
to dinner”
– “When I’m away on business, I try to stay at a suites hotel”
– “I always buy my wife flowers on Valentine’s Day”
• Benefit Segmentation: Segmenting on the basis of the
most important and meaningful benefit

Copyright 2007 by Prentice


Hall
VALS Framework
Figure 3-7

Copyright 2007 by Prentice


Hall
Criteria for Effective Targeting of Market
Segments
• Identification
• Sufficiency
• Stability
• Accessibility

Copyright 2007 by Prentice


Hall
Implementing Segmentation
Strategies
• Concentrated Marketing
– One segment
• Differentiated
– Several segments with individual marketing
strategies

Copyright 2007 by Prentice


Hall

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