Dr Ananda Hussein Ford s Model T Followed a Mass Market Approach Four levels of Micromarketing Segments Local areas Individuals Niches What is a Market Segment A market segment consists of a group of customers who share a similar set of needs ad wants ID: 584018
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Slide1
Segmentation and Targeting
Dr. Ananda HusseinSlide2
Ford
’
s Model T Followed a Mass Market ApproachSlide3
Four levels of Micromarketing
Segments
Local areas
Individuals
NichesSlide4
What is a Market Segment?
A
market segment
consists of a group of customers who share a similar set of needs ad wants.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-
4Slide5
Preference Segments
Homogeneous preferences
exist when consumers want the same things
Diffused preferences exist when consumers want very different thingsClustered preferences
reveal natural segments from groups with shared preferencesSlide6
Niche Marketers
Enterprise Rent-A-Car
targets the insurance-
replacement marketSlide7
What is Customerization?
Customerization
combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.Slide8
Segmenting Consumer Markets
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-
8
Geographic
Demographic
Psychographic
BehavioralSlide9
Demographic Segmentation
Age and Life Cycle
Life Stage
Gender
Income
Generation
Social ClassSlide10
Toyota Scion
Targets Gen Y Consumers
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-
10Slide11
Dove Targets WomenSlide12
The VALS Segmentation SystemSlide13
Behavioral Segmentation
Decision Roles
Initiator
InfluencerDecider
Buyer
User
Behavioral Variables
OccasionsBenefitsUser StatusUsage RateBuyer-ReadinessLoyalty StatusAttitudeSlide14
Loyalty Status
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-
14
Switchers
Shifting loyals
Split loyals
Hard-coreSlide15
Behavioral
Segmentation BreakdownSlide16
Segmenting for Business Markets
Demographic
Operating Variable
Purchasing Approaches
Situational Factors
Personal
CharacteristicsSlide17
Steps in Segmentation Process
Needs-based segmentation
Segment identification
Segment attractiveness
Segment profitability
Segment positioning
Segment acid test
Marketing-Mix
StrategySlide18
Effective Segmentation Criteria
Measurable
Substantial
Accessible
Differentiable
ActionableSlide19
Patterns
of
Target Market SelectionSlide20
Figure 8.4 Patterns of
Target Market SelectionSlide21
Patterns
of
Target Market Selection
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 8-
21Slide22
Figure 8.5 Segment-by-Segment Invasion PlanSlide23
Pepsi used Megamarketing in IndiaSlide24
Marketing Debate
Is mass marketing dead?
Take a position:
Mass marketing is dead.
or
2. Mass marketing is still a viable way to build
a profitable brand.