Marketing Management Session 6

Identifying Market Segments and Targets

Effective Targeting Requires… ,[object Object],[object Object],[object Object]

Four Levels of Micromarketing ,[object Object],[object Object],[object Object],[object Object]

Segment Marketing Targeting a group of customers who share a similar set of needs and wants.

Flexible Marketing Offerings ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Experience Economy ,[object Object],[object Object],[object Object],[object Object]

Customerization Combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.

Segmenting Consumer Markets ,[object Object],[object Object],[object Object],[object Object]

Demographic Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Psychographic Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Psychographic Segmentation

Behavioral Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Steps in Segmentation Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Effective Segmentation Criteria ,[object Object],[object Object],[object Object],[object Object],[object Object]

Figure 1.1 Five Forces Determining Segment Structural Attractiveness ,[object Object],[object Object],[object Object],[object Object],[object Object]

Industry Concept of Competition ,[object Object],[object Object],[object Object],[object Object],[object Object]

Industry Concept of Competition ,[object Object],[object Object],[object Object],[object Object]

Analyzing Competitors ,[object Object],[object Object],[object Object]

Expanding the Total Market ,[object Object],[object Object]

Figure 11.6 Six Types of Defense Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Other Competitive Strategies ,[object Object],[object Object],[object Object]

Market Challenger Strategies ,[object Object],[object Object],[object Object]

General Attack Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object]

Specific Attack Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Follower Strategies ,[object Object],[object Object],[object Object],[object Object]

Marketing Management Session 6

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Marketing Management Session 6