Professional Documents
Culture Documents
Chapter 5
Chapter 5
Chapter 5
Chapter 5
Market Segmentation,
Targeting, and Positioning
for Competitive Advantage
Steps in Segmentation, 7-2
6. Develop Marketing
Mix for Each Target Segment Market
5. Develop Positioning Positioning
for Each Target Segment
4. Select Target
Segment(s)
Market
3. Develop Measures Targeting
of Segment Attractiveness
2. Develop Profiles
of Resulting Segments
1. Identify Bases Market Segmentation
for Segmenting the Market
Step 1. Market Segmentation 7-3
Segment Marketing
Different products to one or more segments
(some segmentation)
Niche Marketing
Different products to subgroups within segments
( more segmentation)
Micromarketing
Products to suit the tastes of individuals or locations
(complete segmentation)
Step 1. Market Segmentation 7-4
Geographic
Nations, states,
regions or cities
Demographic
Age, gender,
family size and
life cycle, or
income
Psychographic
Social class, lifestyle,
or personality
Behavioral
Occasions, benefits,
uses, or responses
7-5
Using Multiple Segmentation
Bases: Geodemographics
Step 1. Market Segmentation 7-6
Personal Demographics
Characteristics
Bases
for Segmenting
Situational Business Operating
Factors Markets Characteristics
Purchasing
Approaches
Step 1. Market Segmentation 7-7
Industrial Markets
Political/
Geographic Economic
Legal
Cultural Intermarket
7-8
Step 1. Market Segmentation
Requirements for Effective Segmentation
A. Undifferentiated Marketing
Company
Marketing Mix 1 Segment 1
Company
Segment 2
Marketing Mix 2
Company
Segment 3
Marketing Mix 3
B. Differentiated Marketing
Segment 1
Company
Marketing Segment 2
Mix
Segment 3
C. Concentrated Marketing
Step 2. Market Targeting 7-11
Company
Resources
Product
Variability
Product’s Stage
in the Product Life Cycle
Market
Variability
Competitors’
Marketing Strategies
Step 3. Positioning for Competitive 7-12
Advantage
• Marketers must:
– Plan positions to give products the greatest advantage
– Develop marketing mixes to create planned positions
7-13
Step 3. Positioning for Competitive
Advantage: Strategies
Product Product
Class Attributes
D
Against a E
B
Usage
F
Competitor Occasions
Users
7-14
Steps to Choosing and Implementing
a Positioning Strategy
Differentiation
Product Service
Personnel Image
Selecting the Right Competitive 7-16
Advantages
Important
Preemptive Communicable