08 segmentation

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Chapter 8Chapter 8
MarketMarket
Segmentation,Segmentation,
Targeting, andTargeting, and
PositioningPositioning

Key TermsKey Terms
• Behavioral segmentation
• Benefit segmentation
• Competitive advantage
• Competitors’ strategies
• Confused positioning
• Customized marketing
• Degree of product homogeneity
• Demographic segmentation

Key Terms
• Existing competitor
• Gender segmentation
• Geographic segmentation
• Income segmentation

Key Terms
• Market
• Market homogeneity
• Market positioning
• Market segmentation
• Market targeting

Key Terms
• Micromarketing
• Overpositioning
• Psychographic segmentation
• Specific product attributes
• Underpositioning

““The mythological, homogeneousThe mythological, homogeneous
America is gone. We are a mosaic ofAmerica is gone. We are a mosaic of
minorities.”minorities.”
-Joel Weiner

Chapter Objectives
• Explain market segmentation and
identify several possible bases for
segmenting markets
• List and distinguish among the
requirements for effective segmentation

Chapter Objectives
• Outline the process of evaluating
market segments
• Illustrate the concept of positioning for
competitive advantage
• Discuss choosing and implementing a
positioning strategy

MarketsMarkets
• AA marketmarket is all actual andis all actual and
potential buyers of a product orpotential buyers of a product or
serviceservice

Stages of MarketingStages of Marketing
• Mass marketingMass marketing
• Product-variety marketingProduct-variety marketing
• Target marketingTarget marketing
• MicromarketingMicromarketing
• Customized marketingCustomized marketing

Market SegmentationMarket Segmentation
• Geographic SegmentationGeographic Segmentation
• Demographic SegmentationDemographic Segmentation
• Psychographic SegmentationPsychographic Segmentation
• Behavior SegmentationBehavior Segmentation

Geographic SegmentationGeographic Segmentation
• Dividing the market into differentDividing the market into different
geographic unitsgeographic units
– NationsNations
– StatesStates
– RegionsRegions
– CountiesCounties
– CitiesCities
– NeighborhoodsNeighborhoods

Demographic SegmentationDemographic Segmentation
• Dividing the market into groupsDividing the market into groups
based on demographic variablesbased on demographic variables
– AgeAge
– GenderGender
– IncomeIncome
– OccupationOccupation

Psychographic SegmentationPsychographic Segmentation
• Dividing buyers into different
groups based on social class,
lifestyle, and personality
characteristics

Behavior SegmentationBehavior Segmentation
• Buyers are divided into groups based on theirBuyers are divided into groups based on their
knowledgeknowledge,, attitudeattitude, and, and useuse oror responseresponse to ato a
productproduct
• The best starting point for building market segmentsThe best starting point for building market segments
• TypesTypes
– Special occasion segmentation
– Benefits sought
– User status
– Usage rate
– Loyalty status
– Buyer readiness stage

Requirements for Effective SegmentationRequirements for Effective Segmentation
• Measurability
• Accessibility
• Substantiality
• Actionability

• Size, purchasing power, profiles
of segments can be measured.
• Segments can be effectively
reached and served.
• Segments are large or profitable
enough to serve.
MeasurableMeasurable
AccessibleAccessible
SubstantialSubstantial
ActionableActionable
• Effective programs can be
designed to attract and serve
the segments.
Requirements for Effective SegmentationRequirements for Effective Segmentation

Market TargetingMarket Targeting
• Evaluating Market SegmentsEvaluating Market Segments
• Selecting Market SegmentsSelecting Market Segments
• Choosing a Market-CoverageChoosing a Market-Coverage
StrategyStrategy

Evaluating Market SegmentsEvaluating Market Segments
• Segment Size and GrowthSegment Size and Growth
• Segment Structural AttractivenessSegment Structural Attractiveness
• Company Objectives andCompany Objectives and
ResourcesResources

Selecting Market SegmentsSelecting Market Segments
• Undifferentiated MarketingUndifferentiated Marketing
• Bifurcated MarketingBifurcated Marketing (dual)(dual)
• Differentiated MarketingDifferentiated Marketing
• Concentrated MarketingConcentrated Marketing

Choosing a Market – Coverage StrategyChoosing a Market – Coverage Strategy
• Company resourcesCompany resources
• Degree of product homogeneityDegree of product homogeneity
• Market homogeneityMarket homogeneity
• Competitors’ strategiesCompetitors’ strategies

Positioning StrategiesPositioning Strategies
• Products can be positioned on specificProducts can be positioned on specific
attributes or against another productattributes or against another product
classclass

Choosing and Implementing a PositioningChoosing and Implementing a Positioning
StrategyStrategy
1.1. Identifying a set of possibleIdentifying a set of possible competitivecompetitive
advantagesadvantages upon which to build aupon which to build a
positionposition
2.2. Selecting the right competitiveSelecting the right competitive
advantagesadvantages
3.3. Effectively communicating andEffectively communicating and
delivering the chosen position to adelivering the chosen position to a
carefully selected target marketcarefully selected target market

Product DifferentiationProduct Differentiation
• Physical Attribute Differentiation
• Service Differentiation
• Personnel Differentiation
• Location Differentiation
• Image Differentiation

Selecting the Right Competitive AdvantagesSelecting the Right Competitive Advantages
• Avoid:
–Underpositioning - failing ever to
position the company at all
–Overpositioning - giving buyers too
narrow a picture of the company
–Confused positioning - leaving
buyers with a confused image of a
company

Selecting the Right Competitive Advantages
• Brand differences should meet the
following criteria prior to marketing:
– Important
– Distinctive
– Superior
– Communicable
– Preemptive (priority)
– Affordable
– Profitable

Positioning MeasurementPositioning Measurement
• Perceptual mapping is a research tool
used to measure a brand’s position

Positioning map of service level versus pricePositioning map of service level versus price..
Perceptual MapPerceptual Map

Best PracticesBest Practices
• Carnival Cruise lines
• Southwest Airlines

Slayt SonuSlayt Sonu

08 segmentation

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Destaque

Destaque (15)

Semelhante a 08 segmentation

Semelhante a 08 segmentation (19)

Último

Último (20)

08 segmentation