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1、12/10/20121Segmentation,TargetingandPositioningCustomerRelationshipManagementBEM2013PrinciplesofMarketingDeirdreMakepeace2SessionObjectives•Explainsegmentation,targetingandpositioninginthemarketingmanagementcontext•Knowthedifferentdimensionsmarketersusetosegmentmark
2、ets•Showhowmarketersevaluateandselectpotentialmarketsegments•Explainhowmarketersdevelopatargetingstrategy•Understandhowafirmdevelopsandimplementsapositioningstrategy•Explainhowmarketersincreaselong-termsuccessandprofitsbypracticingcustomerrelationshipmanagement112/1
3、0/20123FocusedmarketingBroadcorporatestrategies–Strategiclongtermstrategiese.g.segmentation,plansmarkettargeting,developmentpositioning4Stepsindevelopingamarketingstrategy212/10/20125Step1:SegmentationWhatisaMarketSegment?Aviabletargetsegmentshouldsatisfytheserequir
4、ements:Measurable•Size,purchasingpower,profilesofsegmentscanbemeasured.Accessible•Segmentscanbeeffectivelyreachedandserved.Substantial•Segmentsarelargeorprofitableenoughtoserve.•SegmentsmustrespondDifferentialdifferentlytodifferentmarketingmixelements&programs.Actio
5、nable•Effectiveprogramscanbedesignedtoattractandservethesegments.6Whysegment?•Marketfragmentation–people’sdiverseinterestsandbackgroundsdividethemintonumerousdifferentgroupswithdistinctneedsandwants•companiesvarywidelyinabilitiestoservedifferentsegments•theymustiden
6、tifypartsofmarkettheycanservebestandmostprofitably•thendevelopstrategiestobuildtherightrelationshipswiththerightcustomers312/10/20127•Region,country,town,districtGeographic•Urbanrural/Populationdensity•climate•Age,gender,generation,familysize,familylifecyclesDemogra
7、phic•Incomeandoccupation•Education,beliefs,ethnicity•SocialclassPsychographic•Lifestyle•Personality•BenefitssoughtBehavioural•Userstatus–customerornot,levelofloyalty•AttitudestowardstoproductAdaptedfromArmstrong(2012:189)8Geographic412/10/2012910DemographicAge512/10
8、/201211Doverecognisesthatmiddle-agedAvonistargetingayoungerconsumersusecosmeticsforconsumerwithits“mark”differentpurposescomparedbrandwith
