Marketing Segmentation: Identifying and Serving Unique Market Needs - Prof. Gallo, Apuntes de Marketing

¡Descarga Marketing Segmentation: Identifying and Serving Unique Market Needs - Prof. Gallo y más Apuntes en PDF de Marketing solo en Docsity! PRESENTATIONS MARKETING SEGMENTATION It is the identification of portions of the market that are different from one to another and satisfy the need in the better possible way and better than competitors. Segments must be: • Identifiable • Accessible • Substantial • Unique needs • Durable Kinds of segmentation: • Geographic: region, area, climate, population density • Demographic: gender, religion, income, social class, education • Psychographic: lifestyle, activities, interests, opinions, attitudes, values… • Behavioralistic: brand royalty, status, usage rate, .. • Distribution: channels of distribution • Media: reach different audience: dominate the segment of the market impacted • Price: households • Time: unusual schedules Industrial segmentation markets: • Location • Company type • Behavioral • Cluster analysis: allocate resources, identify segments, correlation between segments Mistakes: • Segment a segment: that is useless because you end up with a lot of segments and it is more difficult to orientate the product to one of them and the results are not better than with higher segments • Overlooking “universals”: statements that everyone agrees with or everyone disagrees with • Too many segments • Targeting all segments • Confusing results • Overlooking the bancs • Targeting people instead of dollars MARKETING SEGMENTS 1. Determine the mission and vision statements, and positioning the firm within the industry. 2. Market segmentation (explained in before presentation) 3. Segmentation as a process: 1. Segment identification: 1.a.Personal characteristics: Geodemographics, psychographics, demographic, lifestyles, personality 1.b.Benefits sought: benefits and need they seek to fulfill and the nature of their demand for different products and services. 1.c.Behavioral measures: product usage, buying patterns, quantities, brand loyalty… Segmentation techniques: traditional cluster, CHAID, LOGIT… 2. Segment evaluation: 1.d.Profitability 1.e.Desirability (size, attractiveness, resources) 1.f. SWOT 3. Targeting through marketing mix (fulfill segment needs) 1.g.Undifferentiated marketing: not segmentation. Cheaper than others. High probability to bankrupt because segments are not representative 1.h.Differentiated marketing: several markets/segments, more expensive 1.i. Concentrated marketing: Concentrated just in one segment. Ex: Ferrari. Lower cost but difficult to select 1.j. Niche-marketing: Very small segmentation/groups 1.k.Micromarketing: Individual marketing. Ex: Personal shopper. 4. Positioning: Adapted marketing mix 5. Conclusion: Segmentation targeting and positioning analysis (STP analysis), creativity is crucial, working in tandem gives advantage. POSITIONING STRATEGY Approaches: