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MarketingManagement
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Chapter 5
Market Market
SegmentationSegmentation
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Why Segment?
• More precise market definition• Better analysis of competition• Efficient resource allocation• Effective strategic planning
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A Model of the Market Segmentation Process
Decide segmentation strategyDecide segmentation strategy
Develop product positioningDevelop product positioning
Divide markets on relevant dimensionsDivide markets on relevant dimensions
Determine consumer needs and wantsDetermine consumer needs and wants
Delineate firm’s current situationDelineate firm’s current situation
Design marketing mix strategyDesign marketing mix strategy
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Developing Market Segments for Woman’s Apparel
ConservativeConservative TraditionalTraditional UpdateUpdate
SizeSize
AgeValues
AgeValues
EmploymentEmployment
23% of population
16% of total sales
35-55 years old
Conservative values
Satisfied with present
status
Has job, nor career
38% of population
40% of total sales
25-49 years old
Traditional values
Active, busy,
independent, self
confidant
Family-and Job/
career-oriented
16% of the population
24% of total sales
25-49 years old
Contemporary values, Active,
busy,independent
very self-confident
Family-and Job/
career-oriented
(continued)
SOURCE: Michael Levy and Barton A. Weitz, Retailing Management, 3d ed. (Boston, MA: Irwin/McGraw-Hill, 1998), p. 148.
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Useful Segmentation Bases for Consumer and Organizational Buyer Markets
Segmentation Base
Geographic:
Continents
Global regions
Countries
Country regions
City, county, or SMSA size
Population density
Climate
Examples of Market Segments
Africa, Asia, Europe, North America, South America
Southeast Asia, Mediterranean, Caribbean, China, Canada
France, United States, Brazil,
Pacific Northwest, Middle Atlantic, Midwest
Under 5,000people, 5,000-19,999, 20,000-49,999, 50,000+
Urban, suburban, rural
Tropical, temperate, cold
Consumer Markets
(continued)
Figure 5-2Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
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Useful Segmentation Bases for Consumer and Organizational Buyer Markets
Examples of Market Segments
Under 6 years old, 6-12, 13-19, 20-29, 30-39, 40-49, 50+
Male, female
1-2 persons, 3-4 persons, more than 4 persons
Single, young married, married with children, sole survivor
Under $10,000 per year, $10,000-$19,999, $20,000-$29,999, 40,000-$39,999, $40,000-49,999, $50,000+
Segmentation Base
Demographic:
Age
Gender
Family size
Family life cycle
Income
Consumer Markets
(continued)
Figure 5-2Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
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Examples of Market Segments
Grade school or less, some high school, graduated from high school, some college, graduated from college, some graduate work, graduate degree
Single, married, divorced, widowed
American, Hispanic, African, Asian, European
Jewish, Catholic, Muslim, Mormon, Buddhist
European-American, Asian-American, African-American, Hispanic-American
Useful Segmentation Bases for Consumer and Organizational Buyer Markets
Segmentation Base
Education
Marital status
Social
Culture
Subculture
Religion
Race
Consumer Markets
(continued)
Figure 5-2Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
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Examples of Market Segments
French, Malaysian, Australian, Canadian, JapaneseUpper class, middle class, working class, lower class
Expert, noviceHigh, medium, lowPositive, neutral, negativeConvenience, economy, prestigeInnovator, early adopter, early majority, late majority laggers, nonadopterUnaware, aware, interested, desirous, plan to purchaseHigh, moderate, low
Useful Segmentation Bases for Consumer and Organizational Buyer Markets
Segmentation Base
Nationality Social classThoughts and feelings Knowledge
Involvement Attitude Benefits sought Innovativeness
Readiness stage
Perceived risk
Consumer Markets
(continued)
Figure 5-2Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
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Useful Segmentation Bases for Consumer and Organizational Buyer Markets
Segmentation Base
Behavior
Media Usage
Specific media usage
Payment method
Loyalty status
Usage rate
User status
Usage situation
Examples of Market Segments
Newspaper, magazine, TV, internet
Sports Illustrated, Life, Cosmopolitan
Cash, Visa, MasterCard, American Express, check
None, some, total
Light, medium, heavy
Non user, ex-user, current user, potential user
Work, home, vacation, commuting
Consumer Markets
(continued)
Figure 5-2Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
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Useful Segmentation Bases for Consumer and Organizational Buyer Markets
Segmentation Base
Combined approaches
Psychographics
Person/situation
Geodemography
Examples of Market Segments
Achievers, strivers, strugglers
College students for lunch, executives for business dinner
Blue Blood Estates, Towns and Gowns, Hispanic Mix
Consumer Markets
(continued)
Figure 5-2Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
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Useful Segmentation Bases for Consumer and Organizational Buyer Markets
Segmentation Base
Source loyalty
Company size
Purchase quantity
Product applicationOrganization typeLocationPurchase status
Attribute importance
Examples of Market Segments
Purchases product from one, two, three, four, or more suppliers
Small, medium, large relative to industry
Small, medium, large account
Production, maintenance, product componentManufacturer, retailer, government agency, hospitalNorth, south, east, west sales territoryNew customer, occasional purchaser, frequent purchaser,nonpurchaserPrice, service, reliability of supply
Organizational Buyer Markets
Figure 5-2Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
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VALS 2 Eight American Lifestyles
orientedoriented Status oriented ActionPrinciple
Minimal resources
Abundant resources
(continued)
Figure 5-4
Actualizers
Makers
Strugglers
Strivers
Experiencers Achivers Fulfilleds
Believers
Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
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Claritas PRIZM Cluster 36-Towns and GownsThe “towns and gowns” cluster describes most of our college towns and university campus neighborhoods. With a typical mix of half locals (towns) and half students (gowns). It is wholly unique, with thousands of penniless 18- to 24-year-old kids, plus highly educated professionals, all with a taste for prestige products beyond their evident means.
Predominant Characteristics• Households (% U.S.) 1,290,200 (1.4%)• Population: 3,542,500• Demographic caption: College-town singles• Ethnic Diversity: Dominant white, high Asian• Family type: Singles•Predominant age ranges: Under 24, 25-34• Education: College graduates• Employment level: White collar/service• Housing type: Renters/multiunit 10+• Density percentile: 58 (1=sparse, 99 = dense)
(continued)SOURCE: Valarie Walsh and J. Paul Peter, “Claritas Inc.: Using Compass and PRIZM,” in Marketing Management: Knowledge and Skills, 5th ed., eds. J. Paul Peter and James H. Donnelly, Jr. (Burr Ridge, IL: Irwin/McGraw-Hill, 1998), p. 334
Figure 5-5
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More Likely to:Lifestyle Products and ServicesGo to college football games Have personal education loanPlay racquetball Use an ATM cardGo skiing Own a HondaPlay billiards/pool Buy 3+ pairs of jeans annuallyUse cigarette rolling paper Drink Coca-Cola ClassicUse a charter/tour bus Eat Kraft Macaroni and Cheese
Claritas PRIZM Cluster 36-Towns and Gowns
SOURCE: Valarie Walsh and J. Paul Peter, “Claritas Inc.: Using Compass and PRIZM,” in Marketing Management: Knowledge and Skills, 5th ed., eds. J. Paul Peter and James H. Donnelly, Jr. (Burr Ridge, IL: Irwin/McGraw-Hill, 1998), p. 334
Radio/TV PrintWatch VH1 Read SelfListen to alternative rock music Read newspaper comic sectionWatch “Jeopardy” Read Rolling StoneListen to variety radio Read GQWatch “The Simpsons”
Figure 5-5
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Positioning Map for Automobiles
Traditional Sporty
Luxurious
Functional
Cadillac •
• Mercedes
Lincoln •
Oldsmobile • •Chrysler • Buick
Ford •
Plymouth •
Dodge •
Mercury •
•Pontiac
•BMW •Porsche
•Lexus
•Chevrolet •Nissan
•Toyota
•Saturn
•VW
SOURCE: Gilbert A. Churchill, Jr., and J. Paul Peter, Marketing: Creating Value for Customers, 2d ed. (Burr Ridge, IL: Irwin/McGraw-Hill, 1998), p. 221.
Figure 5-6
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Differences in Marketing Strategy for Three Segmentation Alternatives
MultipleStrategy Mass Single Market MarketElements Marketing Segmentation Segmentation
Market definition Broad range of One well-defined Two or more well-defined
consumers consumer group consumer groups
Product strategy Limited number of One brand tailored Distinct brand for eachproducts under one to one consumer consumer groupbrand for many types group
of consumers
Pricing strategy One “popular” price One price Distinct price range forrange range tailored to each consumer group
the consumer group
SOURCE: Joel R. Evans and Barry Berman, Marketing, 5th ed. (New York: Macmillan, 1992), p. 219. © 1992. Reprinted by permission of Prentice Hall, Inc., Upper Saddle River, NJ.
(continued)
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Differences in Marketing Strategy for Three Segmentation Alternatives
MultipleStrategy Mass Single Market MarketElements Marketing Segmentation Segmentation
Distribution strategy All possible outlets All suitable outlets All suitable outlets
differs by segment
Promotion strategy Mass media All suitable media All suitable mediadiffers by segment
Strategy emphasis Appeal to various Appeal to one specific Appeal to two or more types of consumers consumer group distinct market seg- through a uniform, through a highly spe-
ments through different broad-based cialized, but uniform marketing plans
cateringmarketing program marketing program to each segment
SOURCE: Joel R. Evans and Barry Berman, Marketing, 5th ed. (New York: Macmillan, 1992), p. 219. © 1992. Reprinted by permission of Prentice Hall, Inc., Upper Saddle River, NJ.