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Market Segment

Essay by   •  September 3, 2015  •  Exam  •  1,521 Words (7 Pages)  •  1,643 Views

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                 TBS 804 Review for Exam

                       By Yuze Du

Chp 9:

Market segment--- buyers who have different needs, characteristics or behaviours – who might require separate products or services.

Segment provides:

  1. Better understanding of a particular market
  2. Improved techniques to predict consumer behavior
  3. Clarity for marketing objective with target market.

Geographic segmentation--- Where they are, location-based marketing

Demographic segmentation--- Age and life-cycle stage

Psychographic segmentation--- Personality, lifestyle

Behavioural segmentation--- Benefits sought; User status; Usage rate; Loyalty status, Buyer-readiness stage;

Segment is viable:

  1. Able to measure
  2. Able to design a marketing mix to attract
  3. Large to target with a separate market mix

Market targeting:

  1. Evaluating market segments
  2. Selecting target segments
  3. Choosing a targeting strategy

Select target segment:

  1. Undifferentiated
  2. Differentiated
  3. Concentrated
  4. Micromarketing

Evaluating market segment:

  1. Segment size and growth
  2. Segment structural attractiveness
  3. Company objectives and resources

Identify competitive advantage:

  1. Product differentiation
  2. Services differentiation
  3. Personnel differentiation
  4. Image differentiation

Chp 10:

Extending the goods and services classification:

  1. Event marketing--- experiential -delivered over a period of time
  2. Social marketing--- influence people’s ideas, attitudes and behaviour in order to improve their wellbeing
  3. Political marketing--- political ideologies and their political parties
  4. Cause marketing--- increases awareness
  5. Non-for profit marketing--- Marketing to obtain a donation, bequest
  6. Experience marketing--- customer participation and connection

Reciprocal value creation:

  1. value is emergent in the interactions between supplier, firm, customer and market offering
  2. The customer is at the centre of value creation

Individual product and services decisions:

  1. Product attributes
  2. Branding
  3. Packaging
  4. Labelling

Product Differentiation:

  1. Conformance quality--- Meets the same consistently
  2. Durability--- Length of product use
  3. Reliability--- Will not malfunction
  4. Repair ability--- How easy / cheap to repair
  5. Style--- Look and feel

Packaging:

  1. Often the last chance your brand has to influence/change purchase decision
  2. Packaging Objectives are to identify the brand, provide protection during the transport, and product consumption

Functions of Labels:

▫ Identifies

▫ Grades

▫ Describes

▫ Promotes

Building and managing a product mix and product lines:

• Need Family:

The core need

• Product Family:

All the classes that can satisfy that need

• Product Class (or category)

A group of similar products within a family

• Product Line:

A group of similar products within a Class

• Product Type:

A group of similar type of product within a Line

• Item:

Specific product within a Type

Product-Line Length:

  1. Profitability through growth/share = more lines
  2. Profitability through premium = fewer lines

Marketing strategies for service firms:

  1. The service profit chain
  2. The extended service mix
  3. Managing service differentiation
  4. Managing service quality
  5. Managing service productivity

The extended marketing:

▫ Innovation is becoming the norm

 People connect, discover, communicate and share.

 Technology influences behavior

Processes:

  1. The process management ensures the availability and consistence of quality
  2. Not just to receive orders and complaint management
  3. To 'help' customers, and make the experience richer

Physical evidence:

  1. branding and logos, the packaging of your products or the premises where a goods / services are provided

Branding:

A brand is just a name, a sign, or a symbol that distinguishes the products and services of one company from all others.

• Co-branding

The use of two brand names on the same product or service to leverage more brand equity in order to sell more of the product or service

▫ Same-company co-branding

▫ Joint-venture co-branding

Chp 11:

New-product development is risky, and many new products fail.

• a process for finding and growing successful new products.

• every product passes through several life-cycle stages

Each stage poses new challenges requiring different marketing strategies and tactics

To create successful new products, a company must understand its consumers, markets and competitors, and develop products that deliver superior value to customers.

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