1. TARGET MARKETING & RESEARCH DESIGN PRINCIPLES OF MARKETING WEEK 08

2. LEARNING OBJECTIVES Market Segmentation Target Marketing Research Design Survey Design Homework

3. MARKET SEGMENTATION Concept of Market Segmentation Partitioning a market that is characterized by heterogeneity in consumers’ response to the marketing mix into more homogeneous submarkets. Process of dividing a large market into smaller target markets, or customer groups with similar needs and/or desires.

4. MARGET SEGMENTATION GENERAL PRODUCT-SPECIFIC OBSERVABLE LATENT Observable features of physical and social environment (esp. demographics) Behavioral characteristics (user status, loyalty, status, usage rate Usage Situations Values, lifestyles, and psychographics, personality variables Awareness Attitude (belief evaluations) Intentions

5. MARKET SEGMENTATION Market Segmentation Segmentable market variables are: Demographic Benefits Sought Geographic Situation Psychographic Behavior / Usage

6. MARKET SEGMENTATION Market Segmentation Demographic Age Income Level Family Education Ethnicity Examples?

7. MARKET SEGMENTATION Market Segmentation Geographic When an organization localizes its marketing efforts to accommodate the unique needs of specific geographic regions Examples?

8. MARKET SEGMENTATION Market Segmentation Psychographic Grouping customers together based on social class, lifestyles, and psychological characteristics (attitudes, interests, opinions) Examples?

9. MARKET SEGMENTATION Market Segmentation Benefits Sought Segments based on the benefits that consumers desire from using a specific product. Examples?

10. MARKET SEGMENTATION Market Segmentation Situation Purchase situation or occasion Impacted by Physical and Social surroundings, Time to make a purchase, task definition, pre-purchase attitude. Examples?

11. MARKET SEGMENTATION Market Segmentation Behavior / Usage Markets can be segmented by how often or how heavily consumers use a specific product. Examples?

12. MARKET SEGMENTATION In Class Exercise Go to the websites for Crest and Colgate and study what types of toothpastes they offer to appeal to different market segments. Use this information or any other information that you can find to come up with a list of variables that companies use to segment the toothpaste market.

13. MARKET SEGMENTATION Segmentation Bases Behavioral Characteristics / Usage Situations Toothpaste Category Users Other brand loyals Other brand switchers Heavy users Light users Potential users Awareness / Attitude / Intentions Attitudinal Segmentation Consider plus and minuses of each brand

14. MARKET SEGMENTATION VALS 2 A method of classifying consumers on the basis of two dimensions: Self orientation (primary motivation) Ideals (principle oriented consumers) Those who are guided in their choices by abstract, idealized criteria (quality, integrity, tradition) Achievement (status oriented consumers) Those who are guided in their choices by the expected reactions, concerns, and desires of groups to which they belong or aspire to belong. Self-Expression (action oriented people) Those who are guided in their choices by a desire for social or physical activity, variety, and risk taking.

15. MARKET SEGMENTATION VALS 2 A method of classifying consumers on the basis of two dimensions: Resources Refers to the full range of psychological, physical, demographic, and material means and capacities people have to draw upon (age, education, income, self-confidence, energy, intellectualism, novelty seeking, innovativeness, impulsiveness, etc.)

16. MARKET SEGMENTATION Segmentation Scheme for Toothpastes

17. MARKET SEGMENTATION Data Sources for Segmentation Simmons Market Research Bureau Product usage by category, demographics, media behavior, psychographics Mediamark Research

18. MARKET SEGMENTATION Segmentation Criteria Differentiable: Market response is homogeneous within segments and heterogeneous between segments Indentifiable: Individuals can be assigned to a segment based on a meaningful profile of segment characteristics Stable: Segments and segment membership do not change in the short run Measurable: The size and purchasing power of relevant segments can be determined. Actionable: The company is able to develop a marketing mix that will appeal to the members of a given segment. Accessible: Members of a segment can be reached with the appropriate marketing mix.

19. TARGET MARKETING Evaluation of the attractiveness of each market segment and selection of target segments Evaluation of market segments based on: Market segment characteristics Industry competition Company objectives and resources Selection of target segments can result in: Undifferentiated (mass) marketing Differentiated marketing Concentrated marketing

20. TARGET MARKETING Undifferentiated Marketing An organization develops one strategy appropriate for all members of the total market. Differentiated Marketing An organization targets multiple market segments and develops segment specific mixes. Concentrated Marketing When an organization concentrates its marketing efforts on a smaller segment of a larger market.

21. RESEARCH DESIGN Conceptualization Developing a model that shows variables that will be studied and hypothesized relationships between the variables. Identify variables/construct to study Specify hypotheses and relationships Prepare a diagram that represents the relationship visually

22. RESEARCH DESIGN Variables vs. Constructs Variables An observable item that is directly measured in a research study (gender, age, company name, number of employees, number of customers, amount spent, etc.) Construct An unobservable concept measure indirectly by several related variables by several related variables (service quality, satisfaction, materialism, best customer, etc.)

23. SURVEYS Methodologies Person to Person Administered In Home interview Purchase Intercept Mail Intercept Telephone Administered Telephone interview Computer assisted telephone interview Automated telephone surveys

24. SURVEYS Methodologies Self Administered Mail Panel Drop Off Mail Survey Computer Assisted (Online) Fax Email internet

25. SURVEYS Selecting a Survey Method Consider the following: Situational Characteristics Budget, completion time frame, quality, completeness of data, data precision Task Characteristics Difficult, stimuli needed, large amount of information, sensitive topics Respondent Characteristics Diversity, incidence, participation

26. SURVEYS Questionnaire Design A good questionnaire appears as easy to compose as a poem, but usually the result of long painstaking work. No real, hard and fast rules, only guidelines.

27. SURVEYS Decisions What should be asked? How should each question be phrased? In what sequence should the questions be arranged? What questionnaire layout will best serve the research objectives? How should it be pretested and revised?

28. SURVEYS Screener and Filter Questions

29. SURVEYS Screener and Filter Questions

30. SURVEYS Screener and Filter Questions

31. SURVEYS Skip Patterns Use multiple visual Elements to improve skip pattern compliance

32. SURVEYS Questionnaire Organization Logical flow Usually go from general to specific Ask sensitive questions later

33. SURVEYS Questionnaire Organization

34. SURVEYS Questionnaire Organization Selecting the first question for a questionnaire.

35. SURVEYS Questionnaire Organization

36. SURVEYS Questionnaire Organization Use of booklets Color coding Question numbering Fitting questions on a page Instructions (skip and otherwise) Use of typeface and blank space Precoding

37. SURVEYS Questionnaire Design Place instruction exactly where needed and not a separate section at the beginning questionnaire.

38. SURVEYS Questionnaire Design Maintain simplicity, regularity, and a consistent figure/ground format to make respondent’s task easier. Increase size and brightness of visual elements to emphasize order for reading questionnaire information. Emphasize words and phrases in questions consistently, but sparingly Change spacing and similarity to identify appropriate groupings of visual elements.

39. SURVEYS Questionnaire Design Write special instructions as part of question, not as free standing entities.

40. SURVEYS Questionnaire Design Answer Formats Categories may be placed to the left or right of category tables.

41. SURVEYS Questionnaire Design Answer Formats Place items with the same response categories in an item-in-a series format.

42. SURVEYS Questionnaire Design Answer Formats Eliminate check-all-that-apply question format.

43. SURVEY Questionnaire Design

44. HOMEWORK In this week’s homework you will be expected to complete the following: Target Market / Market Research Describe your customer profile in detail including demographics, psychographics and geographic information about the target market in great detail.

45. HOMEWORK In this week’s homework you will be expected to complete the following: Questionnaire Design Design a questionnaire based on class discussion and give it to 25 people before next week’s class. Review answers and develop conclusions based on the data collected.

46. FINAL PROJECT SPECS The final project is the culminating academic endeavor of the class’s research over the quarter. It will provide you with the opportunity to explore a problem or issue of particular personal or professional interest and to address it in a thorough focused study and applied research. This project should demonstrate your ability to synthesize and apply the knowledge and skills acquired through the class, and it should not only exemplify your ability to think critically, but should utilize the variety of research methods introduced to come to a cohesive and logical conclusion.

47. FINAL PROJECT SPECS » Sections Executive Summary Industry Analysis Marketing Research SWOTT Analysis Hypothesis/Problem Statement/Purpose Research Objectives Limitations Methodology Sample Questionnaire Data Analysis Conclusions