Download presentation
Presentation is loading. Please wait.
1
Chris Banman Fall 2010 471.21 Providence College
2
chapter 3
3
Finding Market Opportunities “needs” all customers have similar needs dissimilar products mobility generic markets similar needs similar products product- market product- market human transport bikes | cars | trucks narrow market narrow market product- market product- market increasingly- homogeneous “needs” job | recreation
4
product- market product- market Finding Market Opportunities “needs” all customers have generic markets narrow market narrow market transportation riders exercisers off-road adventurers environmentalists socializers disaggregating
5
dependability status disaggregating re-aggregating Finding Market Opportunities
6
How To Segment dimensions qualifying determining product brand customer “features” product “features” brand “features” specific changeable unpredictable “benefits” “desires” “benefits”
7
Case Discussion McDonalds Seniors topics key issues root causes alternatives recommendation how implemented
8
Ethical Issues exploitation “desires” needs wants cravings harm emotional financial other?
9
Reading Assessment The Age of Persuasion http://www.cbc.ca/ageofpersuasion/
10
Segmenting Dimensions income age sex family size family life cycle occupation education ethnicity geography community size just a few
11
Segmenting Dimensions “needs” economic functional physiological psychological social judgments attitudes interests opinions beliefs rates of use heavy | med | light information required low | med | hi brand familiarity insistence preference recognition non-recognition rejection a few more
12
Segmenting Dimensions strength of relationship place in value chain retailer wholesaler manufacturer industrial sector government military school business big small buying decision single-person? single-influence? single decision decentralized? po? sample first? and a few more
13
Positioning High moisturizing low moisturizing nondeodorant deodorant Zest Olay Safeguard Dial Lifebuoy Jergens Dove Lux Coast Ivory 2 1 4 5 7 3 8 6
14
Newer Techniques data mining http://www.anderson.ucla.edu/faculty/jason.frand/t eacher/technologies/palace/datamining.htm CRM (Customer Relationship Management) http://www.maximizer.com/ shopping behaviour analysis http://www.sbxl.com/
15
Key Terms market generic market product market market segmentation segmenting market segment single target market multiple target market combined target market combiners segmenters qualifying dimensions determining dimensions clustering techniques Customer Relationship Management (CRM) positioning selling proposition
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.