1. Target Marketing Opportunity Analysis: Segmentation and Positioning To Accompany Basic Marketing, 14th Edition by William D. Perreault, Jr. and E. Jerome McCarthy Your host: David J. Urban Professor of Marketing Virginia Commonwealth University

2. Customers Needs and other Segmenting Dimensions Company Mission, Objectives, & Resources Competitors Current & Prospective S. W. O. T. Targeting & Segmentation Positioning & Differentiation Narrowing down to focused strategy with quantitative and qualitative screening criteria Marketing Strategy Planning Process External Market Environment Technology Political & Legal Social & Cultural Economic

3. The External Environment Affects Marketing Opportunities Dimensions of the External Environment Economic

4. The External Environment Affects Marketing Opportunities Dimensions of the External Environment Economic Technology

5. The External Environment Affects Marketing Opportunities

6. The External Environment Affects Marketing Opportunities Dimensions of the External Environment Economic Technology Political and Legal

7. The External Environment Affects Marketing Opportunities

8. The External Environment Affects Marketing Opportunities Dimensions of the External Environment Economic Cultural and social Technology Political and Legal

9. Cultural/Social Influences

10. Considering International Opportunities Smaller World

11. Considering International Opportunities Better Trends/ Early Start Smaller World Competitive Advantage

12. Considering International Opportunities Better Trends/ Early Start Smaller World Competitive Advantage Analysis Needed

13. International Opportunities

14. Four Basic Types of Opportunities Market Penetration Present Products New Products Present Customers New Customers Note: hybrid combinations are common

18. Distinguishing Opportunities Breakthrough Opportunity

19. Distinguishing Opportunities Breakthrough Opportunity Competitive Advantage vs.

21. Examples of Generic Markets, Relevant Customer Needs, and Specific Product-Markets Generic markets… and potential needs Relevant product- types for some broad product- markets Some specific brands within narrower submarkets Cameras, computer scanners or printers, duplicating machines, magnetic resonance imaging Firms worldwide that want to capture images… Accuracy, convenience, flexibility, self-expression, speed, artistic capabilities Cameras: Nikon 35mm, Sony, Mavica, Polaroid Instant, RCA video, Kodak 70mm movie cameras

22. Individualized Marketing

23. Segmentation Dimensions for Consumer Markets Needs & other behavioral

24. Segmentation Dimensions for Consumer Markets Needs & other behavioral Geographic Demographic

25. Demographic Segmentation and Promotion

26. Segmentation Dimensions for Business/Organizational Markets Kind of Relationship Buying Situation Type of Customer Demographics Purchasing Method Product Use Possible Segmentation Dimensions

27. Evaluating Market Segments Criteria for Good Segments Homogeneous Within

28. Evaluating Market Segments Criteria for Good Segments Homogeneous Within Heterogeneous Between

29. Evaluating Market Segments Criteria for Good Segments Homogeneous Within Heterogeneous Between Substantial

30. Evaluating Market Segments Criteria for Good Segments Homogeneous Within Heterogeneous Between Substantial Operational

31. Developing Market-Oriented Strategies in Broad Product-Markets Combined Target Market Approach Multiple Target Market Approach Single Target Market Approach This approach segments the market and picks one of the homogeneous segments as the firm's target market. The segmenter here aims at one submarket with one marketing mix. The Strategy

32. Developing Market-Oriented Strategies in Broad Product-Markets Combined Target Market Approach Multiple Target Market Approach Single Target Market Approach This approach segments the market and chooses two or more segments as the firm's target market. The segmenter here aims at two or more submarkets with a different marketing mix for each. Strategy 1 Strategy 2 Strategy 3

33. Developing Market-Oriented Strategies in Broad Product-Markets Combined Target Market Approach Multiple Target Market Approach Single Target Market Approach This approach combines two or More submarkets into a larger target market as a basis for one strategy. The combiner here aims at two submarkets with one marketing mix. The Strategy

34. Segmenting Product Markets Process for Segmenting Product-Markets Name Broad Product- Market List Customer Needs

35. Name Broad Product- Market List Customer Needs Process for Segmenting Product-Markets Segmenting Product Markets Narrow Product-Markets Identify Determining Dimensions

36. Name Broad Product- Market List Customer Needs Narrow Product-Markets Identify Determining Dimensions Process for Segmenting Product-Markets Segmenting Product Markets Name Possible Market segments Evaluate Segments

37. Name Broad Product- Market List Customer Needs Narrow Product-Markets Identify Determining Dimensions Name Possible Market segments Evaluate Segments Process for Segmenting Product-Markets Segmenting Product Markets Estimate Size

38. The Competitive Environment Key areas to consider Competitor analysis

39. Key areas to consider Competitor analysis Competitive rivals The Competitive Environment

40. Key areas to consider Competitor analysis Competitive rivals Competitive barriers The Competitive Environment

41. Product Space Positioning for Bar Soaps High moisturizing Low moisturizing Nondeodorant Deodorant

42. High moisturizing Low moisturizing Nondeodorant Deodorant Safeguard Lever 2000 Zest Coast Lux Dove Tone Lava Lifebuoy Dial Product Space Positioning for Bar Soaps

43. High moisturizing Low moisturizing Nondeodorant Deodorant 1 2 3 4 5 7 6 8 Safeguard Lever 2000 Zest Coast Lux Dove Tone Lava Lifebuoy Dial Product Space Positioning for Bar Soaps

44. Evaluating Opportunities Business Strength Industry Attractiveness High Medium Low High Medium Low

45. Evaluating Opportunities Business Strength Industry Attractiveness High Medium Low High Medium Low No Growth Borderline Growth

46. Company Mission, Objectives, & Resources Competitors Current & Prospective S. W. O. T. Targeting & Segmentation Positioning & Differentiation Narrowing down to focused strategy with quantitative and qualitative screening criteria Marketing Strategy Planning Process External Market Environment Technology Political & Legal Social & Cultural Economic Customers Needs and other Segmenting Dimensions