Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Sixth,Seventh,Eighth,Ninth,11/4/20,#,Copyright 2017,2015,2013 Pearson Education,Inc.All Rights Reserved,Marketing:An Introduction,Thirteenth Edition,Chapter,6,Customer Value-Driven Marketing Strategy:Creating Value for Target Customers,Marketing:An IntroductionThir,1,Learning,Objectives,(1 of 4),6-1.,Define,the major steps in designing a customer value-driven marketing strategy:market segmentation,targeting,differentiation,and,positioning,6-2.,List and discuss the major bases for segmenting consumer and business markets,.,Learning Objectives(1 of 4)6-,2,Learning,Objectives,(2 of 4),6-3,.,Explain how companies identify attractive market segments and choose a,market-targeting,strategy.,6-4.,Discuss how companies differentiate and position their products for,maximum competitive,advantage,.,Learning Objectives(2 of 4)6-,3,First Stop:,Dunkin,Donuts Targeting,the Average Joe,Dunkin Donuts targets,everyday,Joes who just dont get what,Starbucks is,all about,.,First Stop:Dunkin Donuts Tar,4,Learning Objective 6-1,Define the major steps in designing a customer value-driven marketing strategy:market segmentation,targeting,differentiation,and positioning,.,Learning Objective 6-1Define t,5,Figure 6.1-Designing a Customer Value-Driven Market Strategy,Figure 6.1-Designing a Custo,6,Learning Objective 6-1 Summary,Customer value-driven marketing strategy,Identifying which customers to serve,Determining a value proposition,Market segmentation and market targeting,Differentiating the market offering,Positioning in the minds of target customers,Right relationships with the right,customers,Learning Objective 6-1 Summary,7,Learning Objective 6-2,List and discuss the major bases for segmenting consumer and business markets,.,Learning Objective 6-2List and,8,Table 6.1-Major Segmentation Variables for Consumer Markets,Segmentation Variable,Examples,Geographic,Nations,regions,states,counties,cities,neighbourhoods,population density(urban,suburban,rural),climate,Demographic,Age,life-cycle stage,gender,income,occupation,education,religion,ethnicity,generation,Psychographic,Social class,lifestyle,personality,Behavioral,Occasions,benefits,user status,usage rate,loyalty,status,Table 6.1-Major Segmentation,9,Geographic and,Demographic,Segmentation,Geographic segmentation,:Dividing a market into different geographical units,Such as nations,states,regions,counties,cities,or,neighborhoods,Demographic segmentation,:Dividing a market into segments based on,variables,Such as age,life-cycle stage,gender,income,occupation,education,religion,ethnicity,and,generation,Geographic and Demographic Seg,10,Demographic Segmentation,Age and life-cycle segmentation,Dividing a market into different age and life-cycle,groups,Gender segmentation,Dividing a market into different segments based on,gender,Income segmentation,Dividing a market into different income,segments,Demographic SegmentationAge an,11,Psychographic,Segmentation,(1 of 2),Marketers segment their markets using variables such as,Social class,Lifestyle,Personality characteristics,The products people buy reflect their lifestyles,.,Psychographic Segmentation(1,12,Psychographic,Segmentation,(2 of 2),VF Corporation offers a closet full of more,than,30,premium lifestyle brands,.,Psychographic Segmentation(2,13,Behavioral,Segmentation,(1 of 3),Occasion segmentation,:Segments divided according to occasions,when the buyers,Get the idea to buy,Make their purchase,Use the purchased item,Benefit segmentation,:Segments divided according to the different benefits that consumers seek from the product,.,Behavioral Segmentation(1 of,14,Behavioral,Segmentation,(2 of 3),Schwinn makes bikes for every benefit segment,.,Behavioral Segmentation(2 of,15,Behavioral,Segmentation,(3 of 3),User status:Markets can be segmented into nonusers,ex-users,potential users,first-time users,and regular users.,Usage rate:Markets can be segmented into light,medium,and heavy product users,.,Loyalty status:Consumers can be loyal to brands,stores,and companies,.,Behavioral Segmentation(3 of,16,Multiple Segmentation Bases,Segmentation bases help companies to,Identify smaller,better-defined target groups,Identify and understand key customer segments,Reach customers more efficiently by tailoring market offerings and messages to customers specific needs,Segmentation systems help marketers segment people and locations into marketable groups of like-minded consumers,.,Multiple Segmentation BasesSeg,17,Segmenting Business Markets,Consumer and business markets use many of the same variables for segmentation.,Variables used by business marketers for segmentation include,Operating characteristics,Purchasing approaches,Situational factors,Personal,characteristics,Segmenting Business MarketsCon,18,Segmenting International Markets,Variables include,Geographic location,Economic,factors,Political and legal factors,Cultural factors,Interma