Chap008

Report
chapter
eight
segmentation,
targeting, and
positioning
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Segmentation, Targeting, and
Positioning
LEARNING OBJECTIVES
LO1 Identify the five steps in the segmentation,
targeting and positioning process.
LO2 Outline the different methods of segmenting a
market.
LO3 Describe how firms determine whether a segment
is attractive and therefore worth pursuing.
LO4 Articulate the difference among targeting
strategies: undifferentiated, differentiated,
concentrated, or micromarketing.
LO5 Define positioning, and describe how firms do it.
8-2
Segmentation, Targeting,
Positioning Process
8-3
Step 1: Establish Overall
Strategy or Objectives
Check Yourself
Derived from mission
and current state
8-4
Step 2: Segmentation Methods
8-5
Step 3: Evaluate Segment
Attractiveness
8-6
Identifiable
• Who is in their market?
• Are the segments unique?
• Does each segment require a unique marketing mix?
Liquidlibrary/Dynamic
Graphics/Jupiterimages
Liquidlibrary/Dynamic
Graphics/Jupiterimages
Comstock Images/JupiterImages
8-7
Substantial
©Jerry Arcieri/Corbis
• Too small and it is
insignificant
• Too big and it might
need it’s own store
8-8
Reachable
Know the
product exists
Understand
what it can do
©Digital Vision/PunchStock
Recognize how
to buy
8-9
Responsive
Customers must:
React positively to firm’s
offering
Move toward the firms
products/services
Accept the firm’s value
proposition
8-10
Profitable
8-11
Step 4: Selecting a Target Market
• Conde Nast has more than 20
niche magazines focused on
different aspects of life.
©M Hruby
8-12
Segmentation Strategy
8-13
Step 5: Develop Positioning Strategy
Positioning
Methods
•Value
•Salient Attributes
•Symbol
•Competition
Photo by Tiffany Rose/WireImage/Getty Images
8-14
Perceptual Maps
8-15
Positioning Steps
1. Determine consumers’ perceptions and
evaluations in relation to competitors’.
2. Identify competitors’ positions
3. Determine consumer preferences.
4. Select the position.
5. Monitor the positioning strategy.
8-16

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