Marketing bán hàng - Chapter 3: Focusing marketing strategy with segmentation and positioninga

Chapter 3: Focusing Marketing Strategy with Segmentation andPositioningWhen you finish this chapter, you should3-2Chapter 3 Objectives 1. Understand why marketing strategy planning involves a process of narrowing down from broad opportunities to a specific target market and marketing mix. 2. Know about the different kinds of marketing opportunities.3. Understand why opportunities in international markets should be considered.4. Know about defining generic markets and product-markets. 5. Know what marketing segmentation is and how to segment product-markets into submarkets. 6. Know three approaches to market-oriented strategy planning. 7. Know dimensions that may be useful for segmenting markets. 8. Know what positioning is— and why it is useful. 10. Understand the important new terms.Exhibit 3-13-3Marketing Strategy Planning ProcessCustomersCompanyCompetitorsS.W.O.T.Segmentation& TargetingDifferentiation& PositioningProductPlacePromoPriceNarrowing down to focused strategy with screening criteriaExternal Market EnvironmentTargetMarketMarketPenetrationMarketDevelopmentProductDevelopmentDiversificationPresent ProductsNew ProductsFour Basic Types of OpportunitiesPresent MarketsNew MarketsExhibit 3-23-4Types of OpportunitiesBetter Trends?Smaller WorldCompetitiveAdvantageEarly Start3-5Considering International OpportunitiesExhibit 3-3Combined target market approachSingle target market approachMultiple target market approachAllcustomerneedsSomegenericneedsOnebroadproductmarketHomogeneous(narrow) product marketsNarrowing down tospecific product-marketSegmentinginto possibletarget marketsSelectingtarget marketingapproach3-6Narrowing Target MarketsExhibit 3-43-7Generic and Product-Market DefinitionsGenericMarketDefinitionsProduct-MarketDefinitionsCustomer(user) needsCustomertypesGeographicareaProduct type(good and/or service)+++Submarket 1(Exercisers)Submarket 2(Off-roadadventurers)Submarket 3(Transportation riders)Submarket 4(Socializers)Submarket 5(Environmentalists)Broad product-market (or generic market) name goes here(The bicycle-riders product-market)Exhibit 3-53-8Market SegmentationMarket SegmentationExhibit 3-63-9Status dimensionDependability dimensionA. Product-market showingthree segmentsStatus dimensionDependability dimensionB. Product-market showingsix segmentsUsing single target market approach— can aim at one submarket with one marketing mixTheStrategyA segmenterExhibit 3-73-10Market-Oriented ApproachesUsing multiple target market approach— can aim at two or more submarkets with different marketing mixesStrategyThreeStrategyTwoStrategyOneA segmenterMarket-Oriented ApproachesExhibit 3-73-11TheStrategyUsing combined target market approach—can aim at two or more submarkets with the same marketing mixA combinerExhibit 3-73-12Market-Oriented ApproachesAll Potential DimensionsQualifying DimensionsDetermining Dimensions(Product Type)Determining Dimensions(Brand Specific)Relevant Purchase BehaviorRelevant Customer TypeSpecific Purchase InfluenceAttraction to BrandFocus:Focus:Focus:Focus :Exhibit 3-123-13Segmentation Dimensions“Product Space” Representing Consumers’ Perception for Different Brands of Bar SoapNondeodorantDeodorantHigh moisturizingLow moisturizing12457863 Zest Lever 2000 Safeguard Dial Lifebuoy Lava Lux Dove TonePositioning of Different Bar SoapsExhibit 3-133-14SegmentingMarket SegmentSingle Target ApproachMultiple Target ApproachCombined Target Approach Combiners SegmentersQualifying DimensionsDetermining DimensionsClustering TechniquesPositioningBreakthrough OpportunitiesCompetitive AdvantageDifferentiationS.W.O.T. AnalysisMarket PenetrationMarket DevelopmentProduct DevelopmentDiversificationMarketGeneric MarketProduct-MarketMarket SegmentationKey Terms3-15