978-1259446290 Chapter 9 Solution Manual

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Chapter 9

Segmentation, Targeting, and Positioning

Tools For Instructors

Brief Chapter Outline

Learning Objectives

Extended Chapter Outline with Teaching Tips

PowerPoint Slides with Teaching Notes

Additional Teaching Tips

Brief Chapter Outline

The Segmentation, Targeting, and Positioning Process

Learning Objectives

LO 9-1 Outline the different methods of segmenting a market.

There is really no one “best” method to segment a market. Firms choose from various methods

strategy. For instance, if the firm wants to identify its customers easily, demographic or

LO 9-2 Describe how firms determine whether a segment is attractive and therefore worth

pursuing.

Marketers use several criteria to assess a segment’s attractiveness. First, the customer should be

identifiable—companies must know what types of people are in the market so they can direct

that the segment will embrace. Finally, the segment must be profitable, both in the near term and

over the lifetime of the customer.

LO 9-3 Articulate the differences among targeting strategies: undifferentiated, differentiated,

concentrated, or micromarketing.

Firms use a targeting strategy after they have identified its segments. An undifferentiated strategy

Firms that employ a micromarketing or one-to-one marketing strategy tailor their product/service

offering to each customer—that is, it is custom made. In the past, micromarketing was reserved

LO 9-4 Determine the value proposition.

A firm’s value proposition communicates the customer benefits to be received from a product or

educate its customers about the importance of those attributes, deemphasize them, or not offer

those product or service attributes.

LO 9-5 Define positioning, and describe how firms do it.

Positioning is the “P” in the STP (segmentation, targeting, and positioning) process. It refers to

how customers think about a product, service, or brand in the market relative to competitors’

market’s ideal points and market sizes for those products or services. Third, they identify

competitors’ positions. Fourth, they determine consumer preferences. Fifth, they select the

position. Finally, they monitor the positioning strategy.

Extended Chapter Outline With Teaching Tips

I. The Segmentation, Targeting, Positioning Process (PPT slide 9-4)

A. Step 1: Establish Overall Strategy or Objectives (PPT slide 9-5)

B. Step 2: Describe Segments (PPT slide 9-6)

1. Geographic Segmentation (PPT slide 9-7)

7. Using Multiple Segmentation Methods

Check Yourself: Several questions are offered for students to check their understanding of core

concepts. (PPT slide 9-16)

1. What are the various segmentation methods?

C. Step 3: Evaluate Segment Attractiveness (PPT slide 9-17)

1. Identifiable (PPT slide 9-18)

5. Profitable (PPT slide 9-22, 23)

D. Step 4: Select Target Market (PPT slide 9-24)

1. Undifferentiated Segmentation Strategy, or Mass Marketing (PPT slide 9-25)

4. Micromarketing (PPT slide 9-25)

E. Step 5: Develop Positioning Strategy (PPT slide 9-26-28)

1. Value

5. Positioning (PPT slide 9-29)

F. Positioning Steps (PPT slide 9-30)

1. Determine consumers’ perceptions and evaluations in relation to competitors.

5. Monitor the positioning strategy.

G. Perceptual Maps (PPT slide 9-35)

Check Yourself: Several questions are offered for students to check their understanding of core

concepts. (PPT slide 9-37)

1. What is a perceptual map?

2. Identify the six positioning steps?

Answer: The six positioning steps are: Determine consumers’ perceptions and evaluations