Chapter Seven !"#$%&'()*(+,'- /0(1'2-3 4$(0$'356 !('02-3 708"' 9%( :0(3'$ !"#$%&'(#
Customer-Driven Marketing Strategy: Creating Value for Target Customers :%;+< ="$8+-'
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Customer-Driven Marketing Strategy: Creating Value for Target Customers :%;+< ="$8+-'
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Market Segmentation
Market Segmentation /0(1'$ #'3&'-$02%-
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Market Segmentation "
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Market Segmentation 4'3&'-2-3 !%-#"&'( /0(1'$#
Geographic segmentation
Demographic segmentation
Psychographic segmentation
Behavioral segmentation
Market Segmentation 4'3&'-2-3 !%-#"&'( /0(1'$#
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Market Segmentation 4'3&'-2-3 !%-#"&'( /0(1'$# *'&%3(0;?+< #'3&'-$02%31613'5 (9' +$%&'( 1,(. *%.>?5 <$5'3 ., 6$%1$<7'5 5>:9 $5 $*'; *',3'%; C$+17D 51E'; C$+17D 71C' :D:7'; 1,:.+'; .::>?$-.,; '3>:$-.,; %'71*1.,; %$:'; *','%$-.,; $,3 ,$-.,$71(D
Market Segmentation
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Market Segmentation 4'3&'-2-3 !%-#"&'( /0(1'$# B-<%&' #'3&'-$02%- 31613'5 (9' +$%&'( 1,(. $I>',(; +1337'F1,:.+' .% 7.8F 1,:.+' :.,5>+'%5 C#5D'%5 1,(. 312'%',( *%.>?5 <$5'3 ., 5.:1$7 :7$55; 71C'5(D7'; .% ?'%5.,$71(D (%$1(5
Market Segmentation 4'3&'-2-3 !%-#"&'( /0(1'$#
D'?0,+%(08 #'3&'-$02%- 31613'5 <>D'%5 1,(. *%.>?5 <$5'3 ., (9'1% &,.87'3*'; $J(>3'5; >5'5; .% %'5?.,5'5 (. $ ?%.3>:( " K::$51.,5F L>D'%5 :$, <' *%.>?'3 $::.%31,* (. .::$51.,5 89', (9'D *'( (9' 13'$ (. <>D; $:(>$77D +$&' (9'1% ?>%:9$5'; .% >5' (9' ?>%:9$5'3 1('+A
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Market Segmentation E#+-3 /"82;8' 4'3&'-$02%- D0#'# /"82;8' #'3&'-$02%- 15 >5'3 (. 13',-CD 5+$77'%; <'S'%F3'M,'3 ($%*'( *%.>?5 CFBG/ HI :7$551M'5 '6'%D R+'%1:$, 9.>5'9.73 1,(. TT >,1=>' 5'*+',(5 .%*$,1E'3 1,(. UV 312'%',( 5.:1$7 *%.>?5A
Market Segmentation 4'3&'-2-3 B-$'(-02%-08 &0(1'$#
Geographic location
Economic factors
Politicallegal factors
Cultural factors
Market Segmentation 4'3&'-2-3 B-$'(-02%-08 /0(1'$#
B-$'(&0(1'$ #'3&'-$02%- 31613'5 :.,5>+'%5 1,(. *%.>?5 81(9 51+17$% ,''35 $,3 <>D1,* <'9$61.%5 '6', (9.>*9 (9'D $%' 7.:$('3 1, 312'%',( :.>,(%1'5
Market Segmentation F'J"+('&'-$# 9%( IK'<2,' 4'3&'-$02%-
/. <' >5'C>7; +$%&'( 5'*+',(5 +>5( <'W Measurable
Accessible
Substantial
Differentiable
Actionable
Requirements for Effective Segmentation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
Market Targeting 4'8'<2-3 :0(3'$ /0(1'$ 4'3&'-$#
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Market Targeting I,08"02-3 /0(1'$ 4'3&'-$#
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Market Targeting :0(3'$ /0(1'2-3 4$(0$'3+'#
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Market Targeting :0(3'$ /0(1'2-3 4$(0$'3+'#
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Market Targeting :0(3'$ /0(1'$ 4$(0$'3+'#
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Marketing Targeting :0(3'$ /0(1'$ 4$(0$'3+'#
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Market Targeting :0(3'$ /0(1'$ 4$(0$'3+'#
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Market Targeting :0(3'$ /0(1'$ 4$(0$'3+'# B-A+,+A"08 &0(1'2-3 1,6.76'5 ($17.%1,* ?%.3>:(5 $,3 +$%&'-,* ?%.*%$+5 (. (9' ,''35 $,3 ?%'C'%',:'5 .C 1,31613>$7 :>5(.+'%5
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Market Targeting !?%%#+-3 0 :0(3'$ /0(1'$
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Market Targeting 4%<+0885 F'#;%-#+N8' :0(3'$ /0(1'2-3
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Differentiation and Positioning C(%A"<$ ;%#+2%- 15 (9' 8$D (9' ?%.3>:( 15 3'M,'3 +'%5 ., 1+?.%($,( $S%1<>('5Z(9' ?7$:' (9' ?%.3>:( .::>?1'5 1, :.,5>+'%5 +1,35 %'7$-6' (. :.+?'-,* ?%.3>:(5
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Differentiation and Positioning
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Differentiation and Positioning !?%%#+-3 0 *+K'('-202%- 0-A C%#+2%-+-3 4$(0$'35
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Differentiation and Positioning BA'-295+-3 C%##+N8' 708"' *+K'('-<'# 0-A !%&;'22,' @A,0-$03'#
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Differentiation and Positioning !?%%#+-3 0 *+K'('-202%- 0-A C%#+2%-+-3 4$(0$'35 X3',-CD1,* $ 5'( .C ?.551<7' :.+?'--6' $36$,($*'5 (. <>173 $ ?.51-., ?'%1.% 6$7>' C%.+W
Product differentiation Service differentiation Channel differentiation People differentiation Image differentiation
Choosing the Right Competitive Advantage " 0&46%19 6-="&"2>#>42; <%$,35 :$, <' 312'%',-$('3 ., C'$(>%'5; ?'%C.%+$,:'; .% 5(D7' $,3 3'51*,A /9>5; L.5' ?.51-.,5 1(5 5?'$&'%5 ., (9'1% 5(%1&1,* 3'51*, $,3 5.>,3 :9$%$:('%15-:5A " $ M%+ :$, $75. 312'%',-$(' (9' 5'%61:'5 (9$( $::.+?$,D (9' ?%.3>:(A ).+' :.+?$,1'5 *$1, $"&?-1"$ 6-="&"2>#>42 (9%.>*9 5?''3D; :.,6',1',(; .% :$%'C>7 3'716'%DA " 1,#22"( 6-="&"2>#>42 *$1, :.+?'--6' $36$,($*' (9%.>*9 (9' 8$D (9'D 3'51*, (9'1% :9$,,'7 5 :.6'%$*'; '@?'%-5'; $,3 ?'%C.%+$,:'A R+$E.,A:.+ $,3 ]bXQK; C.% '@$+?7'; 5'( (9'+5'76'5 $?$%( 81(9 (9'1% 5+..(9FC>,:-.,1,* 31%':( :9$,,'75A
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Differentiation and Positioning !?%%#+-3 $?' F+3?$ !%&;'22,' @A,0-$03'
012'%',:' (. ?%.+.(' 59.>73 <'W Important
Distinctive
Superior
Communicable
Preemptive
Affordable
Profitable
Differentiation and Positioning 4'8'<2-3 0- =,'(088 C%#+2%-+-3 4$(0$'35
708"' ;(%;%#+2%15 (9' C>77 +1@ .C <','M(5 >?., 891:9 $ <%$,3 15 ?.51-.,'3
Differentiation and Positioning *','8%;+-3 0 C%#+2%-+-3 4$0$'&'-$
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