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6-1
Learning Objectves
6-1. Defne thee aajrr steps in eesigning a
custraer value-eriven aarketng strategy:
aarket segaentatrn, targetng,
eifferentatrn, ane prsitrning.
6-2. List ane eiscuss thee aajrr bases frr
segaentng crnsuaer ane business
aarkets.
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Learning Objectves
6-3. Explain herw crapanies ieentfy atractve
aarket segaents ane cherrse a aarket-
targetng strategy.
6-4. Discuss herw crapanies eifferentate ane
prsitrn theeir prreucts frr aaxiaua
crapettve aevantage.
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First Strp: Henkel’s Persil
A “Glrcal” Marketng Success
Persil’s success in the
Middle East is
predominantly due
to a deep
Understanding
of the regional
consumers’ needs
and preferences.
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Learning Objectve 6-1
Defne thee aajrr steps in eesigning a custraer
value-eriven aarketng strategy: aarket
segaentatrn, targetng, eifferentatrn, ane
prsitrning.
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Figure 6.1 - Designing a Custraer Value-
Driven Market Strategy
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Learning Objectve 6-1 Suaaary
• Custraer value-eriven aarketng strategy
• Ieentfying wheiche custraers tr serve
• Deteraining a value prrprsitrn
• Market segaentatrn ane aarket targetng
• Differentatng thee aarket rffering
• Prsitrning in thee aines rf target custraers
• Righet relatrnsheips withe thee righet custraers
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Learning Objectve 6-2
List ane eiscuss thee aajrr bases frr segaentng
crnsuaer ane business aarkets.
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Table 6.1 - Majrr Segaentatrn
Variables frr Crnsuaer Markets
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Gergrapheic ane
Deargrapheic Segaentatrn
• Geographic segmentaton: Divieing a aarket
intr eifferent gergrapheical units
• Suche as natrns, states, regirns, cruntes, cites, rr
neighebrrherres
• Demographic segmentaton: Divieing a
aarket intr segaents basee rn variables
• Suche as age, life-cycle stage, geneer, incrae,
rccupatrn, eeucatrn, religirn, ethenicity, ane
generatrn
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Deargrapheic Segaentatrn
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Psychergrapheic Segaentatrn
• Marketers segaent theeir aarkets using
variables suche as
• Srcial class
• Lifestyle
• Persrnality chearacteristcs
• Thee prreucts perple buy refect theeir
lifestyles.
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Psychergrapheic Segaentatrn
VF Corporation
offers a closet
full of more than
30 premium
lifestyle brands.
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Beheavirral Segaentatrn
• Occasion segmentaton: Segaents eivieee
accrreing tr rccasirns, wheen thee buyers
• Get thee ieea tr buy
• Make theeir purchease
• Use thee purcheasee itea
• Beneft segmentaton: Segaents eivieee
accrreing tr thee eifferent benefts theat
crnsuaers seek frra thee prreuct.
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Beheavirral Segaentatrn
Schwinn
makes bikes
for every
beneft
segment.
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Beheavirral Segaentatrn
• User status: Markets can be segaentee intr
nrnusers, ex-users, prtental users, frst-tae
users, ane regular users.
• Usage rate: Markets can be segaentee intr
lighet, aeeiua, ane heeavy prreuct users.
• Lryalty status: Crnsuaers can be lryal tr
branes, strres, ane crapanies.
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Multple Segaentatrn Bases
• Segaentatrn bases heelp crapanies tr
• Ieentfy saaller, beter-eefnee target grrups
• Ieentfy ane uneerstane key custraer segaents
• Reache custraers arre efciently by tailrring
aarket rfferings ane aessages tr custraers’
specifc neees
• Segaentatrn systeas heelp aarketers
segaent perple ane lrcatrns intr aarketable
grrups rf like-aineee crnsuaers.
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Segaentng Business Markets
• Crnsuaer ane business aarkets use aany rf
thee saae variables frr segaentatrn.
• Variables usee by business aarketers frr
segaentatrn incluee
• Operatng chearacteristcs
• Purcheasing apprrachees
• Situatrnal factrrs
• Persrnal chearacteristcs
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Segaentng Internatrnal Markets
• Variables incluee
• Gergrapheic lrcatrn
• Ecrnraic factrrs
• Prlitcal ane legal factrrs
• Cultural factrrs
• Intermarket (cross-market) segmentaton:
Grruping crnsuaers withe siailar neees ane
buying beheavirrs irrespectve rf theeir lrcatrn
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Requireaents frr
Effectve Segaentatrn
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Learning Objectve 6-2 Suaaary
• Crnsuaer aarket segaentatrn
• Gergrapheic, eeargrapheic, psychergrapheic , ane
beheavirral
• Business aarket segaentatrn
• Deargrapheics, rperatng chearacteristcs,
purcheasing apprrachees, situatrnal factrrs, ane
persrnal chearacteristcs
• Requireaents frr effectve segaentatrn
• Measurable, accessible, substantal ,
eifferentable, ane actrnable
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Learning Objectve 6-3
Explain herw crapanies ieentfy atractve
aarket segaents ane cherrse a aarket-
targetng strategy.
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Market Targetng
• Evaluatng thee varirus segaents basee rn
• Segaent size ane grrwthe
• Segaent structural atractveness
• Crapany rbjectves ane resrurces
• Selectng target aarket segaents
• Target market: Set rf buyers shearing craarn
neees rr chearacteristcs theat thee crapany eeciees
tr serve
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Figure 6.2 - Market-Targetng
Strategies
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Market Targetng
The PUMA
Factory sneaker
customizaton
Web site
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Cherrsing a Targetng Strategy
• Factrrs tr crnsieer
• Crapany resrurces
• Prreuct variability
• Prreuct’s life-cycle stage
• Market variability
• Crapettrrs’ aarketng strategies
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Srcially Resprnsible Target Marketng
• Crntrrversy ane crncern rf target aarketng
• Vulnerable rr eisaevantagee crnsuaers are
targetee withe crntrrversial rr prtentally hearaful
prreucts.
• Srcially resprnsible target aarketng sherule
be erne tr serve brthe thee interests rf thee
crapany ane thee interests rf therse targetee.
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Learning Objectve 6-3 Suaaary
• Frur aarket-targetng strategies
• Uneifferentatee (orr aass), eifferentatee,
crncentratee (orr nichee), ane aicrraarketng
• Micrraarketng incluees lrcal ane ineivieual
aarketng.
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Learning Objectve 6-4
Discuss herw crapanies eifferentate ane
prsitrn theeir prreucts frr aaxiaua
crapettve aevantage.
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Differentatrn ane Prsitrning
• Firas aust eeciee wheiche segaents tr target
ane rn thee value prrprsitrn.
• Product positon is thee way a prreuct is
eefnee by crnsuaers rn iaprrtant
atributes.
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Differentatrn ane Prsitrning
IKEA eres arre thean
just sell affrreable
herae furnisheings;
it’s thee “Life
iaprrveaent strre.”
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Figure 6.3 - Prsitrning Map:
Large Luxury SUVs
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Cherrsing a Differentatrn
ane Prsitrning Strategy
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Ieentfying Prssible Value Differences
ane Crapettve Aevantages
• Compettve advantage: An aevantage rver
crapettrrs gainee by rffering greater
custraer value eitheer by
• Having lrwer prices, rr
• Prrvieing arre benefts theat justfy heigheer prices
• Firas can eifferentate in teras rf prreuct,
services, cheannels, perple, rr iaage.
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Cherrsing thee Righet
Crapettve Aevantages
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Wheiche Differences tr Prrarte
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Figure 6.4 - Prssible
Value Prrprsitrns
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Winning Value Prrprsitrns
Value prrprsitrn Descriptrn
Mrre frr arre • Prrviees thee arst upscale prreuct
rr service
Mrre frr thee saae • Highe quality at lrwer prices
Mrre frr less • Best winning prrprsitrn
Thee saae frr less • Gives a grre eeal
Less frr auche less • Meetng crnsuaers’ lrwer
perfrraance rr quality
requireaents at a lrwer price
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Develrping a Prsitrning
Stateaent
Positoning statement: Suaaarizes crapany rr
brane prsitrning
Format: Tr
(otarget segment
and need) rur
(obrand) is
(oconcept) theat
(opoint of
diference).
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Evernrte Prsitrning Stateaent
“To busy multitaskers who need help
remembering things, Evernote is a digital
content management application that makes it
easy to capture and remember moments and
ideas from your everyday life using your computer,
phone, tablet, and the Web.”
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Craaunicatng ane Delivering
thee Chersen Prsitrn
• All thee crapany’s aarketng aix effrrts aust
supprrt thee prsitrning strategy.
• Maintain thee prsitrn rbtainee therrughe crnsistent
perfrraance ane craaunicatrn.
• Thee prreuct’s prsitrn sherule be arnitrree ane
aeaptee rver tae.
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Learning Objectve 6-4 Suaaary
• Differentatrn ane prsitrning heas theree steps:
• Ieentfying eifferentatrns tr create crapettve
aevantage
• Cherrsing aevantages tr buile a prsitrn
• Selectng an rverall prsitrning strategy
• A brane’s full prsitrning is its value
prrprsitrn.
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Learning Objectves
6-1. Defne thee aajrr steps in eesigning a
custraer value-eriven aarketng strategy:
aarket segaentatrn, targetng,
eifferentatrn, ane prsitrning.
6-2. List ane eiscuss thee aajrr bases frr
segaentng crnsuaer ane business
aarkets.
Copyright © 2017 Pearson Education, Ltd. 6 - 43
Learning Objectves
6-3. Explain herw crapanies ieentfy atractve
aarket segaents ane cherrse a aarket-
targetng strategy.
6-4. Discuss herw crapanies eifferentate ane
prsitrn theeir prreucts frr aaxiaua
crapettve aevantage.
Copyright © 2017 Pearson Education, Ltd. 6 - 44
