MKTG-250 Lecture Notes - Lecture 7: Long Term Ecological Research Network, Suse Linux Distributions, Evernote
12 Jun 2018
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Department
Course
Professor
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Week 7
Products, Services, /nd Br/nds
Re/ding due: Ch 8
Notes
Ch,pter 7 - Customer-Driven M,rketing Str,tegy: Cre,ting V,lue for
T,rget Customers
M"rket Segment"tion
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1&(.%9"'(
Psychogr,phic segment,tion )%*%)"'(7$:"&'(%+01()%;;"&"+0(7$:"&'(%+01(
)%;;"&"+0(,&1$8'(7-'")(1+('15%-2(52-''6(2%;"'0:2"'(1&(8"&'1+-2%0:(0&-%0'(
Beh,viour,l segment,tion )%*%)"'(7$:"&'(%+01(,&1$8'(7-'")(1+(04"%&(
/+132"),"6(-00%0$)"'6($'"'6(1&(&"'81+'"'(01(-(8&1)$50(
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="+";%0'('1$,40(
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7"@A
>'-,"(&-0"
B1:-20:('0-0$'(
Multiple segment,tion %'($'")(01(%)"+0%;:('.-22"&6(7"00"&C)";%+")(0-&,"0(
,&1$8'(
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1&,-+%'")(%+01(LM()%;;"&"+0('15%-2(,&1$8'(
Segment,tion Business M,rkets
N1+'$."&(-+)(7$'%+"''(.-&/"0"&'($'"(.-+:(1;(04"('-."(*-&%-72"'(01('",."+0(
04"%&(.-&/"0'(
J))%0%1+-2(*-&%-72"'(%+52$)"(
N$'01."&(18"&-0%+,(54-&-50"&%'0%5'(
D$&54-'%+,(-88&1-54"'(
O%0$-0%1+-2(;-501&'(
D"&'1+-2(54-&-50"&%'0%5'(
M"rket T"rgeting
Ev,lu,ting M,rket Segments
O",."+0('%P"(-+)(,&1304(
O",."+0('0&$50$&-2(-00&-50%*"+"''(
N1.8-+:(17Q"50%*"'(-+)(&"'1$&5"'(
Selecting T,rget M,rket Segments
T,rget m,rket 51+'%'0'(1;(-('"0(7$:"&'(341('4-&"(51..1+(+"")'(1&(
54-&-50"&%'0%5'(04-0(04"(51.8-+:()"5%)"'(01('"&*"(
T,rget M,rketing Str,tegies
Undifferenti,ted .-&/"0%+,(0-&,"0'(04"(3412"(.-&/"0(3%04(1+"(1;;"&(
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G-''('4110%+,(
R15$'"'(1+(51..1+(+"")'(&-04"&(04-+(34-0S'()%;;"&"+0(
Differenti,ted m,rketing 0-&,"0'('"*"&-2()%;;"&"+0(.-&/"0('",."+0'(-+)(
)"'%,+'('"8-&-0"(1;;"&'(;1&("-54(
T1-2(%'(01(-54%"*"(4%,4"&('-2"'(-+)('0&1+,"&(81'%0%1+(
G1&"("98"+'%*"(04-+($+)%;;"&"+0%-0")(.-&/"0%+,(
Concentr,ted m,rketing 0-&,"0'(-('.-22('4-&"(1;(-(2-&,"(.-&/"0(
B%.%0")(51.8-+:(&"'1$&5"'(
U+132"),"(1;(04"(.-&/"0(
G1&"(";;"50%*"(-+)(";;%5%"+0(
Microm,rketing %'(04"(8&-50%'"(1;(0-%21&%+,(8&1)$50'(-+)(.-&/"0%+,(
8&1,&-.'(01('$%0(04"(0-'0"'(1;('8"5%;%5(%+)%*%)$-2'(-+)(215-0%1+'(
B15-2(.-&/"0%+,(
E+)%*%)$-2(.-&/"0%+,(
Loc,l m,rketing %+*12*"'(0-%21&%+,(7&-+)'(-+)(8&1.10%1+(01(04"(+"")'(
-+)(3-+0'(1;(215-2(5$'01."&(,&1$8'(
N%0%"'(
H"%,471$&411)'(
O01&"'(
Individu,l m,rketing %+*12*"'(0-%21&%+,(8&1)$50'(-+)(.-&/"0%+,(8&1,&-.'(
01(04"(+"")'(-+)(8&";"&"+5"'(1;(%+)%*%)$-2(5$'01."&'(
J2'1(/+13+'(-'V(
1+"C01C1+"(.-&/"0%+,(
G-''(5$'01.%'-0%1+
Choosing , t,rget m,rket
W"8"+)'(1+V
N1.8-+:(&"'1$&5"'(
D&1)$50(*-&%-7%2%0:(
D&1)$50(2%;"C5:52"('0-,"
G-&/"0(*-&%-7%2%0:(
N1.8"0%01&S'(.-&/"0%+,('0&-0",%"'(
Differenti"tion "nd positioning
Product position %'(04"(3-:(04"(8&1)$50(%'()";%+")(7:(51+'$."&'(1+(
%.81&0-+0(-00&%7$0"'(C(04"(82-5"(04"(8&1)$50(155$8%"'(%+(51+'$."&'S(.%+)'(
&"2-0%*"(01(51.8"0%+,(8&1)$50'(
D"&5"80%1+'(
E.8&"''%1+'(
R""2%+,'(
Choosing , differenti,tion ,nd positioning str,tegy
Identifying / set of possible competitive /dv/nt/ges to build /
position
Competitive ,dv,nt,ge %'(-+(-)*-+0-,"(1*"&(51.8"0%01&'(,-%+")(
7:(1;;"&%+,(51+'$."&'(,&"-0"&(*-2$"6("%04"&(04&1$,4(213"&(8&%5"'(1&(
7:(8&1*%)%+,(.1&"(7"+";%0'(04-0(Q$'0%;:(4%,4"&(8&%5"'(
Document Summary
Ch,pter 7 - customer-driven m,rketing str,tegy: cre,ting v,lue for. Requires dividing - m-rket into sm-ller segments with distinct needs, ch-r-cteristics, or beh-viour th-t might require sep-r-te m-rketing str-tegies or mixes. Psychogr,phic segment,tion divides buyers into different buyers into different groups b-sed on soci-l cl-ss, lifestyles or person-lity tr-its. Beh,viour,l segment,tion divides buyers into groups b-sed on their knowledge, -ttitudes, uses, or responses to - product. Re they not? did they use to be?) Multiple segment,tion is used to identify sm-ller, better-defined t-rget groups. Prizm ne cl-ssifies every americ-n household into 66 unique segments org-nised into 14 different soci-l groups. Consumer -nd business m-rketers use m-ny of the s-me v-ri-bles to segment their m-rkets. T,rget m,rket consists of - set buyers who sh-re common needs or ch-r-cteristics th-t the comp-ny decides to serve. Undifferenti,ted m-rketing t-rgets the whole m-rket with one offer. Focuses on common needs r-ther th-n wh-t s different.
