Chapter 7- sIide 1

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Chapter Seven
CustomerDr|ven Market|ng
Strategy
Creat|ng Va|ue for 1arget Customers
Chapter 7- sIide 2
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Customer-Driven Marketing Strategy:
Creating VaIue for Target Customers
- MarkeL SegmenLaLlon
- MarkeL 1argeLlng
- ulfferenLlaLlon and oslLlonlng
1op|c Cut||ne
Chapter 7- sIide 3
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market segmentat|on ls Lhe process LhaL
companles use Lo dlvlde large
heLerogeneous markeLs lnLo small markeLs
LhaL can be reached more efflclenLly and
effecLlvely wlLh producLs and servlces LhaL
maLch Lhelr unlque needs
Market Segmentation
Chapter 7- sIide 4
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Segmentation
Chapter 7- sIide 5
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
- SegmenLlng consumer markeLs
- SegmenLlng buslness markeLs
- SegmenLlng lnLernaLlonal markeLs
- 8equlremenLs for effecLlve segmenLaLlon
Market Segmentation
Chapter 7- sIide 6
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Segmentation
Segment|ng Consumer Markets
Chapter 7- sIide 7
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Segmentation
- Ceographlc segmenLaLlon dlvldes Lhe
markeL lnLo dlfferenL geographlcal unlLs
such as naLlons reglons sLaLes counLles
or clLles
Segment|ng Consumer Markets
Chapter 7- sIide 8
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Segmentation
Demograph|c segmentat|on
dlvldes Lhe markeL lnLo
groups based on varlables
such as age gender famlly
slze famlly llfe cycle lncome
occupaLlon educaLlon
rellglon race generaLlon
and naLlonallLy
Segment|ng Consumer Markets
Chapter 7- sIide 9
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Segmentation
ge and ||fecyc|e stage segmentat|on ls Lhe
process of offerlng dlfferenL producLs or
uslng dlfferenL markeLlng approaches for
dlfferenL age and llfecycle groups
ender segmentat|on dlvldes Lhe markeL
based on sex (male or female)
Chapter 7- sIide 10
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Segmentation
ncome segmentat|on dlvldes
Lhe markeL lnLo affluenL or
lowlncome consumers
9sychograph|c segmentat|on
dlvldes buyers lnLo dlfferenL
groups based on soclal class
llfesLyle or personallLy LralLs
Segment|ng Consumer Markets
Chapter 7- sIide 11
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Segmentation
ehav|ora| segmentat|on
dlvldes buyers lnLo groups
based on Lhelr knowledge
aLLlLudes uses or responses
Lo a producL
- Cccaslons
- 8eneflLs soughL
- user sLaLus
- usage raLe
- LoyalLy sLaLus
Segment|ng Consumer Markets
Chapter 7- sIide 12
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Segmentation
Mu|t|p|e segmentat|on ls used Lo ldenLlfy smaller
beLLerdeflned LargeL groups
eodemograph|c segmentat|on ls an example of
mulLlvarlable segmenLaLlon LhaL dlvldes groups
lnLo consumer llfesLyle paLLerns
Us|ng Mu|t|p|e Segmentat|on ases
Chapter 7- sIide 13
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Segmentation
9M NL classlfles every Amerlcan
household lnLo 66 unlque
segmenLs organlzed lnLo 14
dlfferenL soclal groups
- 1hese groups segmenL people and
locaLlons lnLo markeLable groups of
llkemlnded consumers LhaL exhlblL
unlque characLerlsLlcs and buylng
behavlor based on a hosL of
demographlc facLors
Us|ng Mu|t|p|e Segmentat|on ases
Chapter 7- sIide 14
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Segmentation
Segment|ng nternat|ona| markets
Chapter 7- sIide 15
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Segmentation
ntermarket segmentat|on dlvldes
consumers lnLo groups wlLh slmllar needs
and buylng behavlors even Lhough Lhey are
locaLed ln dlfferenL counLrles
Segment|ng us|ness Markets
Chapter 7- sIide 16
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Segmentation
- 1o be useful markeL segmenLs musL be
equ|rements for Lffect|ve Segmentat|on
Measurable Accessible
Substantial Differentiable
Actionable
Chapter 7- sIide 17
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
- 1argeL markeL conslsLs of a seL of buyers
who share common needs or
characLerlsLlcs LhaL Lhe company decldes Lo
serve
Se|ect|ng 1arget Market Segments
Chapter 7- sIide 18
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
- SegmenL slze and growLh
- SegmenL sLrucLural aLLracLlveness
- Company ob[ecLlves and resources
Lva|uat|ng Market Segments

Chapter 7- sIide 19
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
1arget Market|ng Strateg|es
Chapter 7- sIide 20
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
Und|fferent|ated markeLlng LargeLs Lhe
whole markeL wlLh one offer
Mass markeLlng
locuses on common needs raLher Lhan whaL's
dlfferenL
1arget Market|ng Strateg|es
Chapter 7- sIide 21
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
D|fferent|ated market|ng LargeLs several
dlfferenL markeL segmenLs and deslgns
separaLe offers for each
- Coal ls Lo achleve hlgher sales and sLronger
poslLlon
- More expenslve Lhan undlfferenLlaLed
markeLlng
1arget Market|ng Strateg|es
Chapter 7- sIide 22
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
- ConcenLraLed markeLlng
LargeLs a small share of a
large markeL
- LlmlLed company resources
- knowledge of Lhe markeL
- More effecLlve and efflclenL
1arget Market Strateg|es
Chapter 7- sIide 23
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Marketing Targeting
M|cromarket|ng ls Lhe pracLlce of Lallorlng
producLs and markeLlng programs Lo sulL
Lhe LasLes of speclflc lndlvlduals and
locaLlons
- Local markeLlng
- lndlvldual markeLlng
1arget Market Strateg|es
Chapter 7- sIide 24
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
oca| market|ng lnvolves Lallorlng brands and
promoLlon Lo Lhe needs and wanLs of local
cusLomer groups
- ClLles
- nelghborhoods
- SLores
1arget Market Strateg|es
Chapter 7- sIide 25
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
nd|v|dua| market|ng lnvolves
Lallorlng producLs and
markeLlng programs Lo Lhe
needs and preferences of
lndlvldual cusLomers
- Also known as
CneLoone markeLlng
Mass cusLomlzaLlon
MarkeLsofone markeLlng
1arget Market Strateg|es
Chapter 7- sIide 26
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
uepends on
- Company resources
- roducL varlablllLy
- roducL llfecycle sLage
- MarkeL varlablllLy
- CompeLlLor's markeLlng sLraLegles
Choos|ng a 1arget Market
Chapter 7- sIide 27
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Market Targeting
- 8eneflLs cusLomers wlLh
speclflc needs
- Concern for vulnerable
segmenLs
- Chlldren
Alcohol
ClgareLLes
lnLerneL abuses
Soc|a||y espons|b|e 1arget Market|ng
Chapter 7- sIide 28
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
9roduct pos|t|on ls Lhe way
Lhe producL ls deflned by
consumers on lmporLanL
aLLrlbuLesLhe place
Lhe producL occuples ln
consumers' mlnds
relaLlve Lo compeLlng
producLs
ercepLlons
lmpresslons
leellngs
Chapter 7- sIide 29
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
oslLlonlng maps
show consumer
percepLlons of
Lhelr brands
versus compeLlng
producLs on
lmporLanL buylng
dlmenslons
Chapter 7- sIide 30
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
- ldenLlfylng a seL of posslble compeLlLlve
advanLages Lo bulld a poslLlon
- Chooslng Lhe rlghL compeLlLlve advanLages
- SelecLlng an overall poslLlonlng sLraLegy
- ueveloplng a poslLlonlng sLaLemenL
Choos|ng a D|fferent|at|on and 9os|t|on|ng
Strategy
Chapter 7- sIide 31
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
Compet|t|ve advantage ls an advanLage over
compeLlLors galned by offerlng consumers
greaLer value elLher Lhrough lower prlces
or by provldlng more beneflLs LhaL [usLlfy
hlgher prlces
dent|fy|ng 9oss|b|e Va|ue D|fferences and
Compet|t|ve dvantages
Chapter 7- sIide 32
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
ldenLlfylng a seL of posslble compeLlLlve
advanLages Lo bulld a poslLlon by
provldlng superlor value from
Choos|ng a D|fferent|at|on and 9os|t|on|ng
Strategy
!roduct differentiation
Service differentiation
Channel differentiation
!eople differentiation
mage differentiation
Chapter 7- sIide 33
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
ulfference Lo promoLe should be
Choos|ng the |ght Compet|t|ve dvantage
mportant Distinctive Superior
Communicable !reemptive Affordable
!rofitable
Chapter 7- sIide 34
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
Va|ue propos|t|on
ls Lhe full mlx of
beneflLs upon
whlch a brand ls
poslLloned
Se|ect|ng an Cvera|| 9os|t|on|ng Strategy
Chapter 7- sIide 35
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Differentiation and Positioning
- 1o (LargeL segmenL and need) our (brand) ls
(concepL) LhaL (polnL of dlfference)
Deve|op|ng a 9os|t|on|ng Statement
Web ||nk
Chapter 7- sIide 36
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
Communication and DeIivering the
Chosen Position
Chooslng Lhe
poslLlonlng ls
ofLen easler Lhan
lmplemenLlng Lhe
poslLlon
Chapter 7- sIide 37
Copyright 2010 Pearson Education, Inc.
PubIishing as Prentice HaII
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