Target Marketing Lectured by Khoa Nguyễn 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? Case study Segmentation Segmentation Process SEGMENTATION DIFFERENTIATION Create Value TARGETING POSITIONING FOUR LEVELS OF MICROMARKETING Segments Niches Local areas Individuals Segment Marketing What is a Market Segment? Market Segment • A market segment consists of a group of customers who share a similar set of needs ad wants Flexible Marketing Offerings Naked solution: Product and service elements that all segment members value Discretionary options: Some segment members value options but not all Actionable Differentiable Patterns of Target Market Selection MARKETING MIX Segment Patterns of Target Market Selection Patterns of Target Market Selection Segmentation strategies MARKETING MIX Undifferentiated All buyers in segment MARKETING MIX Segment MARKETING MIX Segment MARKETING MIX Segment MARKETING MIX Segment Differentiated Additional consideration Segment-bySegment Invasion Plan Differentiation and Positioning Positioning Positioning Map Choosing a positioning Strategy IDENTIFY COMPETITIVE ADVANTAGES CHOOSE RIGHT COMPETITIVE ADVANTAGE SELECT POSITIONING STRATEGY Competitive advantage Differentiation based on: PRODUCT DISTRIBUTION SERVICES PEOPLE Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall IMAGE