Kotler_MM_14e_08_ippt - Beva sample.pptx

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1. 8 Identifying Market Segments and Targets 1

2. Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 8- 2 Chapter Questions What are the different levels of market segmentation? How can a company divide a market into segments? What are the requirements for effective segmentation? How should business markets be segmented? How should a company choose the most attractive target markets?

3. Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 8- 3 Effective Targeting Requires… Identify and profile distinct groups of buyers who differ in their needs and preferences Select one or more market segments to enter Establish and communicate the distinctive benefits of the market offering

4. Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 8- 4 What is a Market Segment? A market segment consists of a group of customers who share a similar set of needs and wants.

5. Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 8- 5 Segmenting Consumer Markets Geographic Demographic Psychographic Behavioral

6. Study Case Wonderful Indonesia Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 8- 6 Why?

7. Geographic Segmentation Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 8- 7 Geographic segmentation divides the market into geographical units such as nations, states, regions, counties, cities, or neighborhoods..

8. Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 8- 8 Claritas ’ Prizm Education and affluence Family life cycle Urbanization Race and ethnicity Mobility

9. Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 8- 9 Demographic Segmentation Age and life cycle Life stage Gender Income Generation Social class Race and Culture

10. Age and Lifecycle Stage Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 8- 10 Consumer wants and abilities change with age. People in the same part of the life cycle may still differ in their life stage

11. Gender and Income Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 8- 11

12. Generational Influences Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 8- 12

13. Race and Culture Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 8- 13

14. Psychographic Segmentation and The VALS Framework Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 8- 14