Presentation is loading. Please wait.

Presentation is loading. Please wait.

Segmentation, Targeting and the Marketing Mix

Published byAlban Bennett Modified over 9 years ago

Similar presentations

Presentation on theme: "Segmentation, Targeting and the Marketing Mix"— Presentation transcript:

1

2 Segmentation, Targeting and the Marketing Mix
Introduces the people and groups who work in advertising Chapter Title

3 Chapter 4 Objectives Describe the role of marketing in creating satisfying exchanges Explain the role of advertising in communicating a product’s utility Identify the various methods advertisers use to segment and aggregate consumer and business markets Discuss how target marketing affects the firm’s advertising strategy Explain the purpose and importance of branding Describe the elements of the marketing mix and the role of advertising in the mix

4 The Larger Marketing Context of Advertising

5 Context of Advertising: Marketing Key Concepts
Utility Utility Awareness Attitude Interest Exchanges Perception Satisfaction Customer’s Seller’s

6 The Market Segmentation Process
1. Identify people with shared needs and characteristics

7 The Market Segmentation Process
1. Identify people with shared needs and characteristics 2. Aggregate these groups into market segments according to their mutual interest in the product’s utility

8 Types of Markets Two Types Consumer Business

9 Market Segmentation Behavioristic User-Status Variables Sole Users
Semi-Sole Users Discount Users Aware Nontriers Trial/Rejectors Repertoire Users Usage-Rate Variables Volume Segmentation Purchase-Occasion Variables Benefits-Sought Variables Benefit Segmentation

10 Market Segmentation This Crate and Barrel ad targets sole users and repertoire users

11 Market Segmentation Heavy users: Hardee’s ad marketing the Thickburger

12 Market Segmentation Behavioristic Geographic Demographic
User Status Variables Purchase-Occasion Variables Benefits-Sought Variables User-Rate Variables User Status, User Rate, Purchase Occasion, & Benefits-Sought Variables Geographic Demographic

13 Market Segmentation Demographic segmentation: Hispanic ad spending growth by medium

14 Market Segmentation Demographic segmentation: Heavy usage patterns of various age groups

15 Market Segmentation Behavioristic Geographic Demographic Psychographic
User Status, User Rate, Purchase Occasion, & Benefits-Sought Variables Behavioristic Geographic Demographic Geodemographic Segmentation Psychographic VALS MindBase BehaviorGraphics

16 Market Segmentation Psychographic segmentation: VALS

17 Market Segmentation Psychographic segmentation: Adidas placed ads along the Boston Marathon route to target young people who define themselves by their athletic achievements Insert left panel of Adidas ad (p. 180) (ritual/shock/denial/isolation ad panel) Position = 2.9” horizontal, 1.5” vertical Size = 2.8”wide Resolution = 300 dpi Insert right panel of Adidas ad (p. 180) (affirmation/despair/renewal ad panel) Position = 5.9” horizontal, 1.5” vertical Size = 2.8” wide Resolution = 300 dpi

18 Market Segmentation: Business, Government, & Industry
Fewer, more- concentrated buyers Differences from Consumer Markets Complexity: Manufacturers, Resellers, Brand Partnerships Organizational buying behavior

19 Market Segmentation: Business, Government, & Industry
The NAICS hierarchy and codes can be used to search for prospective clients

20 The Target Marketing Process
1. Select a target market from the market segments identified 2. Use the 4Ps of the marketing mix to shape a product concept for the market Product Price Place Promotion

21 Target Market Selection
Land Rover ad appeals to customers who want both safety and function

22 Positioning & Differentiation
The Product Element Life Cycle Classification Positioning & Differentiation Branding Packaging Introduction Growth Maturity Decline Tangible Goods Equipment- based services People- based services Perceptible Hidden Induced Individual Family National Private Label Licensed Identification Containment Protection Convenience Consumer appeal Packaging can pay for itself Insert ex. 6.11, p. 188 Product life cycle curve Position = 2.66” horizontal, 1.26” vertical Size = 5.84” WIDE Resolution = 300 dpi

23 Positioning & Differentiation
The Product Element Life Cycle Classification Positioning & Differentiation Branding Packaging Introduction Growth Maturity Decline By market By rate of consumption By tangibility By buying habits By physical description Perceptible Hidden Induced Individual Family National Private Label Licensed Identification Containment Protection Convenience Consumer appeal Packaging can pay for itself

24 Positioning & Differentiation
The Product Element Life Cycle Classification Positioning & Differentiation Branding Packaging Introduction Growth Maturity Decline By market By rate of consumption By tangibility By buying habits By physical description Perceptible Hidden Induced Individual Family National Private Label Licensed Identification Containment Protection Convenience Consumer appeal Packaging can pay for itself

25 The Product Element Jeep positions itself as the “only one” to go anywhere on the planet

26 Positioning & Differentiation
The Product Element Life Cycle Classification Positioning & Differentiation Branding Packaging Introduction Growth Maturity Decline By market By rate of consumption By tangibility By buying habits By physical description Perceptible Hidden Induced Individual Family National Private Label Licensed Identification Containment Protection Convenience Consumer appeal Packaging can pay for itself

27 The Product Element World’s most valuable brands

28 Positioning & Differentiation
The Product Element Life Cycle Classification Positioning & Differentiation Branding Packaging Introduction Growth Maturity Decline By market By rate of consumption By tangibility By buying habits By physical description Perceptible Hidden Induced Individual Family National Private Label Licensed Identification Containment Protection Convenience Consumer appeal Packaging can pay for itself

29 The Price Element Price Factors: Demand Corporate Goals & Strategies
Production & Distribution Competition

30 The Place (Distribution) Element
Direct Network Buyer Club Indirect Intensive Selective Push/Pull Exclusive

31 The Promotion Element Marketing Communication Types Direct Marketing
Sales Promotion Product Advertising Personal Selling Public Relations

Download ppt "Segmentation, Targeting and the Marketing Mix"

Similar presentations

The Role of IMC in the Marketing Process

The Role of IMC in the Marketing Process
12-1. Business in a Changing World McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Customer-Driven.

12-1. Business in a Changing World McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Customer-Driven.
William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/Irwin

William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/Irwin
William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/Irwin

William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/Irwin
Target Markets: Segmentation and Evaluation

Target Markets: Segmentation and Evaluation
Fourth Edition Copyright ©2003 Prentice Hall, Inc. PART 4........................ Understanding Principles of Marketing.

Fourth Edition Copyright ©2003 Prentice Hall, Inc. PART Understanding Principles of Marketing.
© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Marketing Processes and Consumer Behavior

Marketing Processes and Consumer Behavior
PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.

PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.
STANDARD 1 OBJECTIVE 1 Students will understand the concept of market & market identification.

STANDARD 1 OBJECTIVE 1 Students will understand the concept of market & market identification.
Marketing Strategy Process Market/ customer analysis Market segmentation Market targeting Marketing Mix Market positioning.

Marketing Strategy Process Market/ customer analysis Market segmentation Market targeting Marketing Mix Market positioning.
© Prentice Hall, 2005 Business In Action 3eChapter 13 - 1 Developing Product and Pricing Strategies.

© Prentice Hall, 2005 Business In Action 3eChapter Developing Product and Pricing Strategies.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
THE 4 PS OF MARKETING BDP301. THE MARKETING MIX Every marketing plan needs a target market and a good mixture of marketing elements. The right mixture.

THE 4 PS OF MARKETING BDP301. THE MARKETING MIX Every marketing plan needs a target market and a good mixture of marketing elements. The right mixture.
13 Chapter Marketing in Today’s World pp. 196-209.

13 Chapter Marketing in Today’s World pp
Market segmentation and targeting

Market segmentation and targeting
Promotions Opportunity Analysis Chapter 4 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-1.

Promotions Opportunity Analysis Chapter 4 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-1.
Target Markets: Segmentation and Evaluation

Target Markets: Segmentation and Evaluation
11-1. 11-2 Services Marketing Chapter 11 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

Services Marketing Chapter 11 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Strategic Marketing Chapter 6 Learning Outcomes Describe business marketing Describe the role of the Internet in business marketing Discuss the role of.

Strategic Marketing Chapter 6 Learning Outcomes Describe business marketing Describe the role of the Internet in business marketing Discuss the role of.

Similar presentations

Ads by Google