Market Segment
Essay by Devin Hu • September 3, 2015 • Exam • 1,521 Words (7 Pages) • 1,643 Views
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:
- Better understanding of a particular market
- Improved techniques to predict consumer behavior
- 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:
- Able to measure
- Able to design a marketing mix to attract
- Large to target with a separate market mix
Market targeting:
- Evaluating market segments
- Selecting target segments
- Choosing a targeting strategy
Select target segment:
- Undifferentiated
- Differentiated
- Concentrated
- Micromarketing
Evaluating market segment:
- Segment size and growth
- Segment structural attractiveness
- Company objectives and resources
Identify competitive advantage:
- Product differentiation
- Services differentiation
- Personnel differentiation
- Image differentiation
Chp 10:
Extending the goods and services classification:
- Event marketing--- experiential -delivered over a period of time
- Social marketing--- influence people’s ideas, attitudes and behaviour in order to improve their wellbeing
- Political marketing--- political ideologies and their political parties
- Cause marketing--- increases awareness
- Non-for profit marketing--- Marketing to obtain a donation, bequest
- Experience marketing--- customer participation and connection
Reciprocal value creation:
- value is emergent in the interactions between supplier, firm, customer and market offering
- The customer is at the centre of value creation
Individual product and services decisions:
- Product attributes
- Branding
- Packaging
- Labelling
Product Differentiation:
- Conformance quality--- Meets the same consistently
- Durability--- Length of product use
- Reliability--- Will not malfunction
- Repair ability--- How easy / cheap to repair
- Style--- Look and feel
Packaging:
- Often the last chance your brand has to influence/change purchase decision
- 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:
- Profitability through growth/share = more lines
- Profitability through premium = fewer lines
Marketing strategies for service firms:
- The service profit chain
- The extended service mix
- Managing service differentiation
- Managing service quality
- Managing service productivity
The extended marketing:
▫ Innovation is becoming the norm
People connect, discover, communicate and share.
Technology influences behavior
Processes:
- The process management ensures the availability and consistence of quality
- Not just to receive orders and complaint management
- To 'help' customers, and make the experience richer
Physical evidence:
- 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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