Principles of Marketing

Dr. Karim

Chapter 7: Customer-Driven Marketing Strategy

- Creating Value for Target Customers

Introduction
This chapter looks further into key customerdriven marketing strategy decisions: dividing
up markets into meaningful customer groups
(segmentation),

choosing

which

customer

groups to serve (targeting), creating market

offerings that best serve targeted customers
(differentiation), and positioning the offerings
in the minds of consumers (positioning).

Segmentation, Targeting,
Positioning STP: The Essence of
Strategic Marketing

Market Segmentation
Market segmentation is the process
that companies use to divide large
heterogeneous markets into small
markets that can be reached more
efficiently

and

effectively

with

products and services that match

their unique needs.

Market Segmentation

Segmenting Consumer Markets

Segmenting International Markets
Segmenting Business Markets
Requirements for Effective Segmentation

Market Segmentation
Segmenting Consumer Markets

Geographic
segmentati
on

Demograph
ic
segmentati
on

Psychograph
ic
segmentatio
n

Behavioral
segmentati
on

Market Segmentation
Segmenting Consumer Markets

Geographic segmentation divides the

market into different geographical units
such as nations, regions, states, counties,
or cities.

Market Segmentation
Segmenting Consumer Markets
Demographic

segmentation

divides

the

market into groups based on variables such as

age, gender, family size, family life cycle,
income, occupation, education, religion, race,
generation, and nationality.

Market Segmentation
Segmenting Consumer Markets
- Age and life-cycle stage segmentation is
the process of offering different products or
using

different

marketing

approaches

for

different age and life-cycle groups.

- Gender segmentation divides the market
based on sex (male or female).
- Income segmentation divides the market into
affluent or low-income consumers.

Market Segmentation
Segmenting Consumer Markets
Psychographic
segmentation
buyers

into

divides
different

groups based on social

class,

lifestyle,

personality traits.

or

Market Segmentation

Segmenting Consumer Markets

B e h a v i o r a l s e g m e n t a t i o n
divides buyers into groups based on their knowledge,
attitudes, uses, or responses to a product
Occasions
Benefits sought
User status
Usage rate
Loyalty status

M a r ke t S e g m e n t a t i o n
Using Multiple Segmentation Bases

Multiple segmentation is used to

smaller, better-defined target groups.

identify

Market Segmentation
Using Multiple Segmentation Bases

PRIZM NE classifies every

American household into 66
unique segments organized
into 14 different social
groups.
These
groups
segment
people and locations into
marketable groups of likeminded
consumers
that
exhibit
unique
characteristics and buying
behavior
based
on
a
multitude of demographic

M a rket Segmenta tion

M a r ke t S e g m e n t a t i o n
Segmenting International Markets

Intermarket segmentation divides

consumers into groups with similar
needs and buying behaviors even
though they are located in different
countries.

M a rket Segmenta tion

Market Segmentation
Requirements for Effective Segmentation

To be useful, market segments must

be:

M a r ke t Ta r g e t i n g
Selecting Target Market Segments

Target market consists of a set of

buyers who share common needs or
characteristics

that

decides to serve.

the

company

M a r k e t Ta r g e t i n g
Evaluating Market Segments
.

Segment size and growth

Segment
(Strong

structural
/

Weak

attractiveness
Competitors,

High/Low Industry Growth Rate)

Company objectives and resources

Market Targeting

Target Marketing Strategies

Example of a Concentrated Marketing

Strategy

Example of Micro-marketing (Individual

Marketing)

Market Targeting
Target Marketing Strategies

Undifferentiated marketing targets the

whole market with one offer.
Mass marketing
Focuses

on

common

whats different

needs

rather

than

Market Targeting
Target Marketing Strategies

Differentiated marketing targets several

different market segments and designs
separate offers for each.
Goal is to achieve higher sales and
stronger position
More

expensive

than

undifferentiated

Market Targeting
Target Market Strategies

Concentrated marketing targets a small share

of a large market
Limited company resources
Knowledge of the market
More effective and efficient

Marketing Targeting
Target Market Strategies

Micromarketing
tailoring

is

products

the
and

practice

of

marketing

programs to suit the tastes of specific

individuals and locations
Local marketing
Individual marketing

Market Targeting
Target Market Strategies

Local marketing involves tailoring

brands and promotion to the needs
and wants of local customer
groups
Cities
Neighborhoods
Stores

Market Targeting
Target Market Strategies

Individual

marketing

involves

tailoring

products and marketing programs to the

needs and preferences of individual customers
Also known as:
One-to-one marketing
Mass customization
Markets-of-one marketing

M a r k e t Ta r g e t i n g
Choosing a Target Market

Depends on:
Company resources
Product variability
Product life-cycle stage
Market variability
Competitors marketing strategies

Differentiation and Positioning

Product position is the way the product is
defined

by

consumers

on

important

attributesthe place the product occupies in

consumers
products

Perceptions

Impressions

Feelings

minds

relative

to

competing

Differentiation and Positioning

Positioning maps show consumer

perceptions of their brands versus
competing products on important
buying dimensions

Products Positioning Map

Differentiation and
Positioning

Choosing a Differentiation and Positioning Strategy

Identifying a set of possible

competitive advantages to build a
position
Choosing the right competitive
advantages
Selecting an overall positioning
strategy
Developing a positioning

Differentiation and
Positioning
Identifying Possible Value
Differences and Competitive
Advantages

Competitive advantage is an advantage

over

competitors

gained

by

offering

consumers greater value, either through

lower

prices

or

by

providing

benefits that justify higher prices.

more

Differentiation and
Positioning

Choosing a Differentiation and Positioning Strategy

Identifying a set of possible

competitive advantages to
build a position by providing
superior value from:

Differentiation and
Positioning
Choosing the Right Competitive Advantage
Difference to promote should be:

Differentiation and
Positioning
Selecting an Overall Positioning Strategy

Value
Proposition
is the full mix
of

benefits

upon which a
brand

is

Differentiation and Positioning

Developing a Positioning Statement

A Positioning Statement is a writtendescriptionof

theobjectivesof apositioning strategy. Itstates:
(1)

How

the

firmdefinesitsbusinessor

how

abranddistinguishes itself.
(2) How thecustomerswill benefit from itsfeatures.
(3)

How

thesebenefitsor

communicated

to

the

aspects

will

be

intendedaudience.

Examples of Positioning Statements Used by

Amazon

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