MARKETING MANAGEMENT Chapter 8 Identifying Market Segments and Targets
1 MARKETING MANAGEMENT Chapter 8 Identifying Market Segments and Targets
Chapter Questions What are the different levels of market segmentation? How can a company divide a market into segments? How should a company choose the most attractive target markets What are the requirements for effective segmentation?
2 Chapter Questions • What are the different levels of market segmentation? • How can a company divide a market into segments? • How should a company choose the most attractive target markets? • What are the requirements for effective segmentation?
Mature consumers are a rapidly growing market
3 Mature consumers are a rapidly growing market
Effective Targeting Requires ■■■ Identify and profile distinct groups of buyers who differ in their needs and preferences Select one or more market segments to enter Establish and communicate the distinctive benefits of the market offering
4 Effective Targeting Requires… • Identify and profile distinct groups of buyers who differ in their needs and preferences. • Select one or more market segments to enter. • Establish and communicate the distinctive benefits of the market offering
A Mass Market Approach 上 ORD MOTOR CARS Model T Towring C th I =画 http:/ww WATCH THE FORDS GO BY
5 A Mass Market Approach