Lectures Marketing management: Chapter 8 - ThS. Nguyễn Tiến Dũng

Lectures "Marketing management - Chapter 8: Identifying market segments and selecting target markets" provides students with the knowledge: Market segmentation, choosing target markets.  Invite you to refer to the disclosures.

ze ● Market growth ● Market requirements ● Competitors: Five Forces Model ● Company objectives and resources ● Objectives ● Resources Five Forces Model by Michael Porter © Nguyễn Tiến Dũng Marketing Management 22 Possible Levels of Segmentation © Nguyễn Tiến Dũng Marketing Management 23 Three Target-Market Strategies ● Undifferentiated marketing ● Focused marketing ● Differentiated marketing © Nguyễn Tiến Dũng 24 Five Target-Market Strategies ● Single-segment concentration ● Selective specialization ● Product specialization ● Market specialization ● Full market segment: ● Differentiated marketing ● Undifferentiated marketing © Nguyễn Tiến Dũng Marketing Management 25 Undifferentiated marketing Marketingmix The market ● Assumptions: customers are similar in terms of wants and affordability ● A single marketing-mix for all © 2013 Nguyễn Tiến Dũng 26 Focused marketing strategy Market segment Marketing-mix Market segment Market segment ● Customers are different in terms of wants and affordability ● One or few market segments ● For each segment, design a product form and a marketing- mix for this segment © 2013 Nguyễn Tiến Dũng 27 Differentiated marketing Marketing-mix Market Segment Market Segment Marketing-mix Market Segment ● ● ● Assumtion: Customers are different in tastes and ability to pay Many segments or all segments to serve For each segment, design a product form and a marketing-mix program for this segment © 2013 Nguyễn Tiến Dũng 28 Target-Market Strategies by Product and Market Full Market Coverage • Differentiated marketing • Undifferentiated marketing © Nguyễn Tiến Dũng Marketing Management 29 A niche market ■ A market segment with small sizes, often be ignored by large corporations ■ TD: ■ Motorbikes for handicapped people ■ Moon cakes for dietseeking people ... © Nguyễn Tiến Dũng Marketing Management 22 Possible Levels of Segmentation © Nguyễn Tiến Dũng Marketing Management 23 Three Target-Market Strategies ● Undifferentiated marketing ● Focused marketing. .. design a product form and a marketing- mix for this segment © 2013 Nguyễn Tiến Dũng 27 Differentiated marketing Marketing-mix Market Segment Market Segment Marketing- mix Market Segment ● ● ● Assumtion:... and a marketing- mix program for this segment © 2013 Nguyễn Tiến Dũng 28 Target-Market Strategies by Product and Market Full Market Coverage • Differentiated marketing • Undifferentiated marketing