978-0077729028 Chapter 9 Slides

Type

Quiz

Book Title

Marketing 5th Edition

ISBN 13

978-0077729028

April 8, 2019

Powerpoint Slides With Teaching Notes

Power Point Slide Teaching Notes

9-1: Segmentation, Targeting, And

Positioning

9-2: Learning Objectives These are the learning objectives for this

chapter.

9-3: Nerflix Through careful analysis of its millions of

viewers and how they watched shows, Netflix,

the movie rental company that has quickly and

readily become one of the most popular and

successful streaming content providers.

Netflix makes sure to target advertisements for

each of its shows to each specific segment.

9-4: Segmentation, Targeting, Positioning

Process

Previous chapters addressed how to plan

marketing strategy; this chapter focuses on how

firms use that strategy to identify the target

markets they will serve.

9-5: Step 1: Establish Overall Strategy or

Objectives

Remind students that any strategy must be

consistent with the firm’s mission statement and

be based on the current assessments from

SWOT analyses

9-6: Step 2: Describe Segments Group activity: Divide the class into groups.

Have them choose either a manufacturer or

national retailer.

Have them describe their segmentation strategy

and then evaluate whether or not it is the best

segmentation strategy for that firm.

9-7: Geographic Segmentation Geographic information software (GIS) aids in

such segmentation.

Many firms use regional brands of popular

products.

When Dunkin’ Donuts introduced soup to its

menu, it included New England Clam Chowder

which appealed to northeastern consumers, but

franchisees in Texas objected to this choice.

Understanding regional preferences can define a

company’s success — or failure.

Ask students: How can firms successfully

change a regional brand into a national brand?

This will tie to the previous chapter on global

marketing – should they adapt to local tastes?

9-8: Demographic Segmentation This web link is to the U.S. Census Bureau.

They provide one of the most important

marketing research tools: Census data, which

offer a rich, free source of information about

various consumers that, suggests segmentation

possibilities.

On the Census Bureau Website, walk students

through the information available about the zip

code in which your university is located.

9-9: Google’s Project Glass Ask students What segments are Google

targeting with this ad?

Ask students Should Google make their

Glasses compatible with the iPhone as well as

Android phones? Why or why not?

YouTube link: http://www.youtube.com/watch?

v=9c6W4CCU9M4

9-10: Psychographic Segmentation Not just businesses segment their customers;

segmentation also helps organizations that

counsel drug addicts or other at-risk groups.

Recall the discussion during the last presidential

election about “hockey moms”—middle-class,

educated, married women concerned about

various threats to their children.

Group Activity: Divide students into groups.

Have each choose a product/service they like.

Have them describe users of that product/service

in terms of psychographics.

9-11: VALS Framework Click on the VALS hyperlink and take the

survey as a class.

Group activity: Students complete the VALS

survey individually, and then bring their

completed survey to class.

Ask students: Why might you fall into similar

categories? Who fell into different categories?

For example, few business students likely

belong to the Believers category, but art majors

very well may.

9-12: Geodemographic Segmentation Click on the Claritas link and conduct the “You

Are Where You Live” exercise with the zip

codes of the students’ hometowns.

Ask students: Describe your neighborhood.

How accurately does the site depict your

hometown?

9-13: State Farm Not Insuring Mississippi Ask students when geographic segmentation is

not legal or ethical.

You can play this video about State Farm

refusing to insure Mississippi.

Note: Please make sure that the video file is

located in the same folder as the PowerPoint

slides.

9-14: Benefit Segmentation Group activity: Have students identify products

that provide each type of benefit.

How else might these products be segmented?

This activity provides a good opportunity to

remind students that products exist in multiple

segments, just as consumers do.

Different motives lead different consumers to

purchase the same product.

9-15: Behavioral Segmentation Firms encourage loyalty in various ways, such

as airline mileage or hotel point reward

programs.

Ask students: Are you a loyal buyer of any

single product, to the extent that you refuse to

purchase a substitute?

Students may refer to soft drinks, but true brand

loyalty is extremely rare.

9-16: Check Yourself 1. Geographic, Demographic, Psychographic,

Geodemographic, benefit, and Behavioral.

9-17: Step 3: Evaluate Segment

Attractiveness

Marketers first must determine whether the

segment is worth pursuing, using several

descriptive criteria:

Is the segment identifiable, substantial,

reachable, responsive, and profitable?

9-18: Identifiable Ask students: When would these women all be

in the same segment?

When would they be in different segments?

These women would appear in the same

segment if the segmentation variable were

gender but in individual segments based on race

or lifestyle.

They also may be in different geographic or

income segments, for example.

9-19: Substantial Just because a firm can find a market does not

necessarily mean it represents a good market.

But size in terms of number of people is not the

only consideration; despite its small size, the

market for the original Hummer was incredibly

profitable, and therefore was substantial

9-20: Reachable The Internet has enabled more people to be

reached more easily, but various areas around

the world simply cannot be served because they

aren’t accessible to marketing messages or

because there isn’t adequate distribution.

Ask students: What types of media influence

the way they shop?

The answer may lead to an interesting

discussion about how difficult it is to reach

Generation Y customers either because they

don’t participate in traditional media such as

newspapers or because they are skeptical about

being influenced by commercial messages.

9-21: Responsive Group activity: Nike is very successful at

selling sports related goods. Would consumers

accept personal care products from Nike? Why

or why not? Develop a list of potential products

for Nike.

Ask students: Are any of the following

acceptable: cologne, deodorant, toothpaste, or

hair gel. Why or why not? What about Nike

towels, sheets, or pajamas?

What differences can you identify between these

two types of product categories? Students are

likely to say they will not understand the value

proposition and the company’s expertise. Yet

other students might say that they will believe in

personal care product because Nike offers

superior products.

9-22: Profitable A hot segment today may not last long enough

to make it worth investment.

Many firms are investigating when and how

much to invest in the Millennial/GenY

generational cohort.

Firms in financial services and housing

understand that it provides a new potential

market, but the debt levels this segment carries

makes it difficult to target effectively.

9-23: Profitable Segments Children under 15 represent a very profitable

market segment as this example illustrates.

9-24: Step 4: Selecting a Target Market Hallmark looks at geographic segmentation

when building new stores.

They also use benefit segmentation for their

online cards.

In general, a company matches their

competencies with the attractiveness of target

markets.

9-25: Segmentation Strategy Ask students: What is an example of a mass

market product? Answer: There are very few

mass market products.

Even commodity goods such as flour are now

differentiated.

Ask students: What are examples of products

that use differentiated, concentrated, and

micromarketing segmentation strategies?

Differentiated = Coca Cola

Concentrated = Helena Rubenstein or Clinique

Microtargeting = Financial Services Providers

9-26: Step 5: Identify and Develop

Positioning Strategy

Positioning strategies generally focus on either

how the product or service affects the consumer

or how it is better than competitors’ products

and services.

When positioning against competitors, the

objective is to play up how the brand being

marketed provides the desired benefits better

than do those of competitors.

Firms thus position their products and services

according to value, salient attributes, and

symbols, and against competition.

9-27: Circles for a Successful Value

Proposition

Ask students – how is this positioning? They

should say salient attributes and competition.

9-28: Circles for a Successful Value

Proposition

Ask students – how is this positioning? They

should say salient attributes and competition.

9-29: Positioning Ask students – how is this positioning? They

should say salient attributes and competition.

Interesting here that the competition is its own

product – that is the joke of the ads.

9-30: Positioning Steps This slide provides the steps necessary to

develop the positioning map on the next slide.

9-31: Perceptual Maps

9-32: Perceptual Maps

9-33: Perceptual Maps

9-34: Perceptual Maps

9-35: Perceptual Maps

9-36: Perceptual Maps This perceptual map was created by the process

on the previous pages.

It was for Gatorade which was seeking a

positioning of healthy and sweet taste.

9-37: Check Yourself 1. A perceptual map displays, in two or more

dimensions, the position of products or

brands in the consumer’s mind.

2. Determine consumers’ perceptions and

evaluations of the product or service in

relation to competitors’, identify

competitors’ positions, determine

consumer preferences, select the position,

monitor the positioning strategy.