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Marketing Management C-2 2.7 Identifying Market Segments & Selecting Target Market OR An Overview of Market
Marketing Management C-2
2.7
Identifying Market Segments & Selecting
Target Market OR An Overview of Market
Segments & Target Markets.
Market Segmentation.
Ultimate Consumers
Business users-the 1 st cut.
OR
segmenting of consumers
& Business Markets.
Target Marketing Strategies.
OR
Levels of Market
Segmentation.
OR
Market Targeting.
Cont……

Marketing Management C-2

Market Segmentation.
Market Segmentation.
Marketing Management C-2 Market Segmentation. Ultimate Consumers Target Marketing Strategies. Business users-the 1st cut. OR Levels
Marketing Management C-2 Market Segmentation. Ultimate Consumers Target Marketing Strategies. Business users-the 1st cut. OR Levels

Ultimate Consumers

Marketing Management C-2 Market Segmentation. Ultimate Consumers Target Marketing Strategies. Business users-the 1st cut. OR Levels

Target Marketing Strategies.

Business users-the 1st cut.
Business users-the 1st cut.
OR Levels of Market Segmentation. OR segmenting of consumers & Business Markets. OR Market Targeting. 1)
OR
Levels of Market
Segmentation.
OR
segmenting of consumers
& Business Markets.
OR
Market Targeting.
1)
Benefits.
1) Aggregation strategy
2)
levels.
Segmenting
Segmenting
3) Segment
C.Ms
B.Ms
2) Single Segment strategy.
3) Multiple Segment Strategy.
Mktg.
1) Geographic’s
1) Customer location.
4) Product Specialization.
( Regional population distribution.) 4) Niche 2) Demographic’s 2) customer Type Mktg. ( Age & life
( Regional population distribution.)
4) Niche
2) Demographic’s
2) customer Type
Mktg.
( Age & life – cycle stage.
Life stage, Gender,
Income, Generation,
( Industry, size, organization
Structure, purchase
Criteria )
Social Class )
Marketing Management C-2 Market Segmentation. Ultimate Consumers Target Marketing Strategies. Business users-the 1st cut. OR Levels

5) Market specialization.

Marketing Management C-2 Market Segmentation. Ultimate Consumers Target Marketing Strategies. Business users-the 1st cut. OR Levels
cont….
cont….
5) Local 3) Psychographic’s 3) Transaction 5) Market Specialization. Mktg ( Life Style, Personality conditions. values.)
5) Local
3) Psychographic’s
3) Transaction
5) Market Specialization.
Mktg
( Life Style, Personality
conditions.
values.)
( Buying Situation,
U sage Rate,
purchase Procedure)
4) Behavioral’s
3.1) Purchase
6) Full Market Coverage
6) Individual Mktg. ( Occasions, Benefits sought, user status, usage rate, Loyalty- * Novices. - status,
6) Individual
Mktg.
( Occasions, Benefits
sought, user status,
usage rate, Loyalty-
* Novices.
- status, buyer-Readiness
stage, Attitude.)

Decision process

5) Local 3) Psychographic’s 3) Transaction 5) Market Specialization. Mktg ( Life Style, Personality conditions. values.)

cont……

* 1 st time prospects.

5) Local 3) Psychographic’s 3) Transaction 5) Market Specialization. Mktg ( Life Style, Personality conditions. values.)

* Sophisticates

5) Local 3) Psychographic’s 3) Transaction 5) Market Specialization. Mktg ( Life Style, Personality conditions. values.)
7) Mass 5) Multiattribute’s 4) Bueiner segments. n Additional considerations. Mktg. ( Geoclustering ) 8) Micro
7) Mass 5) Multiattribute’s 4) Bueiner segments. n Additional considerations. Mktg. ( Geoclustering ) 8) Micro
7) Mass 5) Multiattribute’s 4) Bueiner segments. n Additional considerations. Mktg. ( Geoclustering ) 8) Micro
7) Mass 5) Multiattribute’s 4) Bueiner segments. n Additional considerations. Mktg. ( Geoclustering ) 8) Micro
7) Mass 5) Multiattribute’s 4) Bueiner segments. n Additional considerations. Mktg. ( Geoclustering ) 8) Micro
7) Mass
5) Multiattribute’s
4) Bueiner
segments.
n Additional considerations.
Mktg.
( Geoclustering )
8) Micro
6) Targeting multiple's.
1) Zthical choice of mkt Targets.
Mktg.
--x-x-x--
N Patterns
of Mkt segmentation.
1) Programmed buyers.
2) Relationship
2) Segment by segment Invasion
buyers.
Plans.
3) Transaction
1) Homogeneous Preference. 2 Diffused Preference. 3) Clustered Preference. Buyers. 4) Bargain hunter.
1) Homogeneous
Preference.
2 Diffused
Preference.
3) Clustered
Preference.
Buyers.
4) Bargain hunter.

3) Inter segment co operation. --x-x-x

7) Mass 5) Multiattribute’s 4) Bueiner segments. n Additional considerations. Mktg. ( Geoclustering ) 8) Micro
7) Mass 5) Multiattribute’s 4) Bueiner segments. n Additional considerations. Mktg. ( Geoclustering ) 8) Micro

Cont…

7) Mass 5) Multiattribute’s 4) Bueiner segments. n Additional considerations. Mktg. ( Geoclustering ) 8) Micro
7) Mass 5) Multiattribute’s 4) Bueiner segments. n Additional considerations. Mktg. ( Geoclustering ) 8) Micro
7) Mass 5) Multiattribute’s 4) Bueiner segments. n Additional considerations. Mktg. ( Geoclustering ) 8) Micro
7) Mass 5) Multiattribute’s 4) Bueiner segments. n Additional considerations. Mktg. ( Geoclustering ) 8) Micro
 
Buyers. --x-x-x--
Buyers.
--x-x-x--
--x-x-x-- N Process / Procedure / steps. 5) 3 Groups of Business 1) Identify the current
--x-x-x--
N Process / Procedure / steps.
5) 3 Groups of Business
1) Identify the current
Potential wants that a Mkt.
2) Identify characteristics that
distinguish among the segments.
3) Determine the size of the
segments & how well they
are being satisfied.
* Price – oriented customers
( Transactional selling).
* Solution – oriented customers
( Consultative selling).
* Strategic – value customers
(Enterprise selling).
Buyers. --x-x-x-- --x-x-x-- N Process / Procedure / steps. 5) 3 Groups of Business 1) Identify
Buyers. --x-x-x-- --x-x-x-- N Process / Procedure / steps. 5) 3 Groups of Business 1) Identify

Cont………….

Buyers. --x-x-x-- --x-x-x-- N Process / Procedure / steps. 5) 3 Groups of Business 1) Identify
--x-x-x-- --x-x-x-- M Conditions / Effective segmentation. 4) Segmenting International markets. 1) Bases for Segmenting. 5)
--x-x-x--
--x-x-x--
M Conditions / Effective segmentation.
4) Segmenting International markets.
1) Bases for Segmenting.
5) Requirement of Effective segmentation.
2) Accessible.
* Measurable.
3) Large to be Profitable.
* Accessible.
4) Measurable.
* Substantial.
5) Substantial.
* Differentiable.
6) Differentiable.
7) Actionable
* Actionable
sEnds