BA 590
Target Marketing,
Segmentation &
Marketing
Research
Market Segmentation
B. Product-market showing
six segments
Status dimension
Status dimension
A. Product-market showing
three segments
Dependability dimension
Dependability dimension
Market Segmentation
Broad product-market (or generic market) name goes here
(The bicycle-riders product-market)
Submarket 1
(Exercisers)
Submarket 2
(Off-road
adventurers)
Submarket 3
(Transportation riders)
Submarket 4
(Socializers)
Submarket 5
(Environmentalists)
Market-Oriented Approaches
A segmenter
The
Strategy
Using single target
market approach—
can aim at one
submarket with one
marketing mix
Market-Oriented Approaches
A combiner
The
Strateg
y
3-12
Using combined
target market
approach—can aim
at two or more
submarkets with the
same marketing mix
Market-Oriented Approaches
A segmenter
Strategy
One
Strategy
Three
Strategy
Two
Using multiple target
market approach—
can aim at two or
more submarkets
with different
marketing mixes
Segmentation
Focus:
All Potential Dimensions
Relevant Purchase Behavior
Focus:
Qualifying Dimensions
Relevant Customer Type
Determining Dimensions
(Product Type)
Focus:
Determining Dimensions
(Brand Specific)
Focus :
Specific Purchase Influence
Attraction to Brand
Positioning of Different Bar Soaps
High
moisturizing
• Tone
• Zest
7
4
• Lever 2000
• Dove
2
5
• Safeguard
• Lux
Nondeodorant
8
Deodorant
3
1
“Product Space”
• Lava
Representing Consumers’ Perception for
6
Different Brands of Bar Soap
Low
moisturizing
• Dial
• Lifebuoy
Marketing Information Systems
Market
Research
Studies
Internal
Data
Sources
External
Data
Sources
Exhibit 7-1
7-3
Questions
and Answers
New Information
Informatio
n
Sources
Marketing
Models
Decisio
n
Maker
Result
s
Answers
?
Inputs
Databases
Decision
Support
System
(DSS)
Marketing
Manager
Decisions
Information
Technology
Specialists
Feedback
Outcomes
Scientific Method
• Decision- Making Approach that
Focuses on Being Objective and
Orderly in Testing Ideas Before
Accepting them
• Develop Hypotheses
• Test
• Accept/Reject/Inconclusive
Marketing Research Process
Early
Identification
of
Solution
Defining
the
Problem
Analyzing
the
Situation
Getting
ProblemSpecific
Data
Feedback to Previous Steps
Exhibit 7-2
7-4
Interpreting
Data
Solving
the
Problem
Defining the Problem
• Find the Right Level of Problem
• Don’t Confuse Problems With
Symptoms
• Understand Research Objectives
Analyze the Situation
•
•
•
•
•
•
Existing Information
Situation Analysis
Secondary Data
Search Engines
Government Data
Private Sources
Getting Problem-Specific Data
• Gathering Primary Data
• Qualitative Research
• Focus Group Interview
• Observing
• Scanner Data
Sources of Data
Secondary
Data
Sources
Inside Company
Outside Company
All
Data
Sources
Observation
Primary
Data
Sources
Questioning
Exhibit 7-3
7-5
Collecting Data
Mail
Personal
Interview
7-6
Primary
Methods
for
Collecting
Survey
Data
Telephone
Interpreting Data
Population
Key Issues
in Data
Interpretation
Sample
Validity
7-7
Interpreting Data
• What Does It Mean?
• Is Your Sample Representative?
• Reliability and Validity
Solving the Problem
• The Use of Research Results to
Make Marketing Decisions
• Action Implications
Strategy Planning for Advertising
Target Market
Product
Place
Promotion
Personal
Selling
Mass
Selling
Advertising
Target
audience
Exhibit 15-1
15-3
Kind of
advertising
Price
Sales
Promotion
Publicity
Media types
Copy thrust
Who will do
the work?
Setting Advertising Objectives
Introduce New Products
Position Brands
Obtain Outlets
Ongoing Contact
Strategy
Decisions
in Setting
Advertising
Objectives
15-4
Support Sales Force
Get Immediate Action
Maintain Relationships
Objectives Characteristics
• Must be Specific
• Help Determine Overall Direction
• Guide the Type of Advertising Used
Kinds of Advertising
Pioneering
Competitive
Kinds
of Product
Advertising
Reminder
15-5
Types of Advertising
• Product - Focused on Selling a Product
• Institutional - “Image” or “Brand”
• Pioneering - Develops Demand for a
Category
• Competitive - Develops a Selective
Demand for A Certain Brand
• Comparative - Makes Comparisons
• Reminder - Keeps a Product’s Name
Before the Public
Choosing Media
Television
Yellow Pages
Newspaper
Magazine
Major Kinds
of Media
15-6
Direct Mail
Outdoor
Radio
Internet
Choosing the Best Medium
• Specify Promotion Objectives
• Match Media with the Market
• Zero in on Specific Markets
• Specialized Media
• “Must Buys” Sometimes Narrow
Options
Advertising on the Internet
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Many Forms
Seek Direct Response
More Exposure
Better Targeting
Context Ads/Pointcasting
Pay for Results
15-7
Internet Advertising
• Many Forms
• Seeking a Direct Response (Click)
• Some Sites Generate More Exposure
• Some Reach Targets Better
• Context Ads Link Ad to Viewed
Content
• Pointcasting
Planning the Message - AIDA
Get Attention
Hold Interest
Arouse Desire
Obtain Action
15-8
Planning the Best Message
• Specify Copy Thrust
• AIDA Message Planning
• Get Attention
• Hold Interest
• Arousing Desire
• Obtaining Action
Measuring Advertising Effectiveness
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15-9
Consider the Total Mix
Research and Testing
May Improve Odds
Build Upon
What Works