Segmentation.

Slides:

Advertisements

Similar presentations

Fashion Marketing Basics

Advertisements

PI – Describe the nature of target marketing in sport/event marketing

Text Books needed today – Read Pages

TARGET MARKET AND MARKET SEGMENTATION

SEM A - Market Planning PE – Select target market appropriate for product/business to obtain the best return on marketing investment PI – Describe.

Fashion Merchandising A

Introduction To Marketing

SEM A - Market Planning PE – Select target market appropriate for product/business to obtain the best return on marketing investment PI – Describe.

Chapter Six Market Segmentation. Chapter Objectives Identify the rationale for using a target marketing strategy. Identify the bases for consumer segmentation.

Learning Goals Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for.

Customer-Driven Marketing Strategy:

© 2002 Pearson Education Canada Inc. 7-1 principles of MARKETING Chapter 7 Market Segmentation, Targeting, and Positioning for Competitive Advantage.

SEM Select a target market appropriate for venture/product to obtain the best return on marketing investment.

Marketing Segmentation

The Market Concept.

Segmenting, Targeting and Product Positioning Pertemuan 10 Matakuliah: J0114/Manajemen Pemasaran Tahun: 2008.

Chapter 7- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Customer-Driven Marketing Strategy Creating Value.

STANDARD 1 OBJECTIVE 1 Students will understand the concept of market & market identification.

KEY TERMS UNIT 2 (UNDERSTANDING CUSTOMERS) Marketing.

Avi Chemay presents  The aim of market segmentation is to increase sales, market share and profits  This is done by better understanding and responding.

Learning Goals Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for.

SEM PI – Describe target marketing in sport/event marketing.

7-1 Density or Climate City or Metro Size World Region or Country Step 1. Market Segmentation Geographic Segmentation.

Market Segmentation.

To accompany A Framework for Marketing Management, 2nd Edition

 A group of individuals or organizations that share similar characteristics  Respond in the same way to a product  Products may appeal to a different.

Market Segmentation. "The marketer should stop thinking of his customers as part of some massively homogeneous market. He must start thinking of them.

Market Segmentation Jeremy Kees, Ph.D.. Segmentation, Targeting, and Positioning Market Segmentation –Market segment—a group of customers who share a.

 First you must determine who they are  Study the market.

Marketing Management 13 April Customer-Driven Marketing Strategy: Creating Value for Target Customers.

Market Segmentation. Market: all the people in a business’s area that are able to purchase a good or service Target Market: specific group of people that.

Segmentation, Targeting and Positioning. Divide a market into separate groups.

MarketingGoldenChapter 10 MARKET Consumer –vs- Organizational 4 Requirements –Need or desire for a specific product –Ability to purchase –Willing to use.

PI – Describe target marketing in sport/event marketing

Market Segmentation, Targeting and Positioning Chapter 10.

Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)

(Chapter 9) Identifying Market Segments and Selecting Target Markets A single product can seldom meet the needs and desires of ___________________ Consumers.

MKT-MP-3.7 Market Segmentation. List all people in your family. How many: use deodorant use shampoo watch TV.

CONSUMER PROFILES. STP Process (Market Segmentation, Target Market & Positioning Strategy) 1. Segment the Consumer Market 2. Select a Target Market 3.

Sultan Ahmed Topic 05. Sultan Ahmed You would be able to answer the following questions after reading.

SERM #41 TARGET MARKET. …a specific group of people that a business wants to reach.

Customer-Driven Marketing Strategy: Creating Value for Target Customers 7 Principles of Marketing.

MARKETING CLASS Session II Marketing Strategy I Session II Marketing Strategy I.

2.02 Discuss the concept of market identification.

© 2006 Pearson Education Canada Inc. 3.1 Canadian Advertising in Action Chapter 3 Consumer Behaviour Concepts and Target Marketing.

Kelley Fall Marketing Management Market Segmentation Definitions Market - people or organizations with (1) needs to satisfy, (2) money to spend.

Demographic and Psychographic Segmentation

PART 03 DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MIX.

PI – Describe the nature of target marketing in sport/event marketing

Market Identification Project #2: Marketing Plan Analysis.

+ Fashion MARKETING Basics How fashion is marketed9/8/15.

Market Segmentation and Target Marketing. Marketers rarely go after the entire market with one product, brand, or service. Why?

Patel Vatsal K.( ) Shah Rakesh B.( ) Gohil Navneet S.( ) Soni Akhil S.( ) Jaiswal Keval S.( )

Today I will: Learn to analyze and segment a Target Market So I can: Differentiate between mass marketing and market segmentation I will know I’m successful.

D. Marketing a Small Business 6.00 Explain the fundamentals of marketing in a small business Explain market identification.

* * Chapter Thirteen Marketing: Helping Buyers Buy Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin.

Marketing Principles CHAPTER 2 SECTION 1.  The best way for a business to connect with customers is to know these people well.  The process of taking.

Standard 2 Fashion Marketing. Student will understand the basics of fashion marketing. Objective 1: Define Marketing Terms Objective 2: Describe the 4.

SEM PI – Describe target marketing in sport/event marketing.

Dr.P.Saradhamani. What is Market Segmentation? The process of breaking of buyers into groups that are different from each other but internally similar.

U.3-MARKET SEGMENTATION. What is a Market? PEOPLE BUT - not just ANY people, they have to have Willingness to buy Purchasing power (money) Authority to.

Unit 2 Understanding the Consumer

Chapter Seven Customer-Driven Marketing Strategy:

PI – Describe the nature of target marketing in sport/event marketing

SEM A - Market Planning PE – Select target market appropriate for product/business to obtain the best return on marketing investment PI – Describe.

Principles of Marketing

Target Marketing.

Market Segmentation and Strategic Targeting

Chapter 7 Identifying Market Segments and Selecting Target Markets by

D. Marketing a Small Business

Presentation transcript:

Segmentation

Why Segment Markets? One of the oldest stories about the need for market segmentation comes from the early automobile industry. Henry Ford developed his Model T, a car he felt would satisfy the needs of everyone. Ford said, “They can have it in any colour, as long as it’s black. His strategy was also know as a mass marketing strategy.

In contrast, General Motors began producing different models of cars, each available in different colours, designed to appeal to the preferences of different consumers. This strategy enabled GM to surpass Ford and become the leading automaker. In short, most companies segment markets because: people are different and people who are different are likely to have different needs and wants. Accordingly, smart marketers segment markets so that they can respond more effectively to the specific needs and wants of groups of potential buyers and increase their sales.

Today most marketers believe that: “Marketing to everyone is marketing to no one.” Do you agree?

Market Segmentation The marketplace is divided into groups (or segments) that share certain characteristics. This means that marketers may concentrate their marketing more specifically on a: TARGET MARKET: The specific segment of the general public who are most likely to buy your product/service. Following are the most common forms of segmentation:

Demographic Age Education Gender Income Household Size / Composition Segmented by income: housing, clothing, cars & alcoholic beverages. Target markets for frozen dinners: Michelina: lower-income consumers LeMenu: higher-income consumers Statistics Canada is a great source of demographic data.

Geographic Region Urban / suburban / rural City size Climate Harvey’s serves Quebeckers and Maritimers poutine, not a popular menu item in other parts of Canada.

Psychographic Personality Lifestyle Interests Values Attitudes People who enjoy common activities, interests and opinions are grouped together and given a “lifestyle” name. Such as: Innovators, Esteem Seekers or Traditionalists

Volume Usage rate Usage status (first-time, regular) Loyalty Status Heavy users often account for a large portion of a product’s sales. Kraft ran a $30 million advertising campaign directed at heavy users of Miracle Whip. (A heavy user consumes 550 servings of Miracle Whip a year.)

Market Segmentation When your target market is identified, then you’ll have an idea of what your key message should be & how to convey it. TARGET MARKET: