Giáo án Marketing Management Chapter 8 Identifying Market Segments And Target What are the different levels of market segmentation? How can a company divide a market into segments? How should a company choose the most attractive target markets? What are the requirements for effective segmentation?
Chapter Identifying Market Segments And Target Prepared by LE HONG DAC, Oct 22nd 2013 Chapter Questions What are the different levels of market segmentation? How can a company divide a market into segments? How should a company choose the most attractive target markets? What are the requirements for effective segmentation? Contents Levels of market segmentation Bases for segmenting consumer markets Bases for segmenting business markets Market targeting Market debate & discussions of 58 Section LEVELS OF MARKET SEGMENTATION Baby Boomers: A Lucrative Market Born between 1946-1964 (46-54 ages) Total : 76 million ẳ US population, but controlling ắ of US wealth in were actively resisting the aging process: sales of hair replacement and hair coloring aids, health club membership, skin-tightening creams, and organic foods have all soared 52% of boomers are willing to change brands, in line with the population of 58 Level of marketing segmentationMass marketing Ford’s Model T, Coca-coca followed a Mass Market Approach of 58 Level of marketing segmentationMicromarketing Segments Niche Local areas Individuals of 58 Segment marketing •A market segment consists of a group of customers who share a similar set of needs and wants • Segment is partly fiction, in that not everyone wants exactly the same thing => Flexible marketing offering Copyright © Flexible Marketing Offerings (Proposed by Anderson & Narus) Naked solution: Product and service elements that all segment members value Discretionary options: Some segment members value options but not all Copyright © of 58 Preference Segments Homogeneous preferences exist when consumers want the same things Diffused preferences exist when consumers want very different things Clustered preferences reveal natural segments from groups with shared preferences Copyright ©