PPT-Segmentation, Targeting, and Positioning

Chapter Objectives After reading this chapter you should be able to Appreciate the importance of market segmentation for specific consumer groups and realize that the targeting decision is the initial and most fundamental of all . 6. Objectives. Explain STP Process. Segmentation Bases. Target Segment Criteria. Elements of Effective Positioning. Creating Brand Value/Equity. STP Marketing & the Evolution of Marketing Strategy. Strategic Marketing. Chapter 7. 210 - 234. Characteristics of Markets & Market Segments. A Market is. Comprised of people or organizations (Consumer or Business). Have needs, abilities, and willingness to buy. Ananda. . Sabil. Hussein, . Ph.D. Marketing is interesting. Marketing Strategy. Marketing Strategy = market driven. To satisfy individual’s needs and wants. Business organizations have limitations to serve market. Laura Connor, Tony Hanson, Ryan . Loder. , . Suyi. Ma. Agenda. Social influences. Major kinds of segmentation. Requirements of a segment. Key steps of segmenting. Agenda. Social influences. Major kinds of segmentation. Chapter Seven. Customer-Driven Marketing Strategy:. Creating Value for Target Customers. Copyright ©2014 by Pearson Education. Customer-Driven Marketing Strategy:. Creating Value for Target Customers. 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. . 1. Global Marketing. Chapter 7. Market Segmentation. Represents an effort to identify and categorize groups of customers and countries according to common characteristics. 7-. 2. Targeting. The process of evaluating segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respond. Segmenting and. Targeting Markets. 2012-2013. . © iStockphoto.com/Rubberball. Describe the characteristics . of markets and market segments. Explain the . importance. of market segmentation. Discuss . Chapter Seven. Chapter Objectives. Identify the steps in the target marketing process. Understand the need for market segmentation and the approaches available to do it. Explain how marketers evaluate segments and choose a targeting strategy. Ninth . Edition. Chapter . 7. Segmentation, Target Marketing, and . Positioning. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. .. Learning Objectives. 7.1. Identify . the steps in the target marketing process.. . Session Outline. Differentiation and Positioning . Market Segmentation. Market Targeting . Customer-Driven Marketing Strategy. Customer-Driven Marketing Strategy. Companies can not appeal to all buyers in the marketplace, or at least not to all... lecture 5. Blesa. Ibrahim . mohammed. . 1. Session Overview . Define segmentation . Describe bases of segmentation . Discuss targeting strategies . Describe positioning strategies . 2. The STP framework. Customer-Driven Services Marketing Strategy. Customer-Driven Services Marketing Strategy. 3 C’s. :. Customer . analysis. Overall examination of market characteristics. Customer needs and related characteristics and . SUBJECT: STRATEGIC MARKETING. TOPIC: MARKET SEGMENTATION, TARGETING AND POSITIONING.. PROF. RAJESH BALA ( ASSISTANT PROFESSOR). DEPARTMENT . OF . COMMERCE & MANAGEMENT. IB . PG COLLEGE, PANIPAT. KURUKSHETRA UNIVERSITY, KURUKSHETRA.