...Chapter 09 Segmenting, Positioning, and Forecasting Markets Multiple Choice 1. The affluent Asian adult survey by Synovate __________ individuals according to their different attitudes, media exposures and habits, and product consumption patterns. a) categorizes b) ranks c) isolates d) distinguishes e) promote Ans: a Feedback: The individuals are categorized according to their different attitudes, media exposures and habits, and product consumption patterns. Page: 241 Learning Objective: 1 2. What can be concluded about the affluent Asian adults from the survey? a) Marketers should focus their marketing efforts on all groups b) Marketers may use different messages to sell the same products to same group c) Affluent adults in Asia are a homogenous group d) Marketers will not seek to reach out to them in the same way e) All of the above can be concluded from the survey Ans: d Feedback: Marketers will not treat them as one group, and will not seek to reach out to them in the same way. Page: 242 Learning Objective: 1 3. Which of the following statements about the affluent Asian adult is true? a) “Luxury Loyalists” tend to purchase more of the digital products such as laptops and MP3 players. b) “Executive Warriors” have the highest penetration for the Internet and usage of e-mail and instant messaging c) The “HUMmers,” hungry, urban, and mobile individuals, make up the largest group of affluent Asian adults d) The “Gimmes,” younger adults between...
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...Data Analytics: A Marketing Segmentation Case Study T. Evgeniou, INSEAD J. Niessing, INSEAD The Iterative Process Cycle Data Preparation & Exploration Analysis Goal of Analysis Performance Assessment Segmentation Methodology – A(nother) Process 1 2 3 4 5 6 Identify Business Issues Clarify Scope and Dimensions Generate and Refine Hypotheses Decide on Data to use / Collect Needed Data Build the Segmentation Framework Link to Marketing & Business Strategy A Segmentation (micro-)Process • Segmentation solution is created through a rigorous and iterative process Data Processing/ Factor Analysis Cluster analyses Review and refine Why Segmentation? • SEGMENTATION is a critical enabler to achieve business objectives and realize benefits • SEGMENTATION is critical to identify white spaces for new products/offerings • SEGMENTATION helps organizations to optimize their retention and acquisition strategy • SEGMENTATION is often used to optimize pricing across different products • SEGMENTATION enables organizations to become more customercentric • MARKET DYNAMICS make segmentation critical to business success. Questions You Might Hear… These are only some of the issues that clients may raise that clue you in to appropriateness of segmentation Growth & New Opportunities Market Structure Product Development Channel Deployment Resource Allocation Retention...
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...MARKET SEGMENTATION Write a white paper on a company of your choice and discuss the market segmentation within that industry along with the target market for the company and the selection process for that target market. Required Elements: * No more than 2100 words * Include demographic, psychographic, geographic, and behavioral characteristics for the selected company. * A positioning statement for the company with careful consideration of their brand and strategy * Paper is consistent with APA guidelines. Introduction: The fundamental component of Market segmentation is a market-based strategy. A market segment is a purchase behaviors and different descriptive characteristics and specific group of customers with distinctive customer needs (Baker M.J, 1995) By categorizing markets into sub sectors, targeting marketing effort in such a way as to meet the other requirement and technical requirements of each of these, organizations may be able to secure big competitive position than if they attempted to satisfy the fundamental requirements of the market as a whole. In market segmentation there are four criteria that have to be satisfied in order for market segmentation to be effective. A market segment should be accessible, identifiable, substantial, and stable. In Identifiable, there should be indicators of observable that enable the segment to be defined and quantified (Baker M.J, 1995). Accessible, that is, it should be probable to target specifically the...
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...Market Segmentation as a Strategy for Goal Attainment in the Insurance Industry. By Festus M Epetimehin PhD Joseph Ayo Babalola University Ikeji- Arakeji Abstract The insurance industry has entered an era of accelerated change as a result of increased competition in products and pricing within the sector. The transformation of the society from regulated to deregulated one has also speeded up social changes in all the economic sectors in which the insurance industry is not an exception. The insurance industry which is a service sector has been seriously affected by this sudden change bringing in innovative pressures which have tended to arrive late and in a much diluted form. Though, this has been due to a series of qualitative shortcomings. For example, the orientation and efficiency of resource utilization and the shortcomings in organizationalmanagerial spheres. Professional marketing management is now a pre-requisite if a company is to retain or advance its position in the competitive hierarchy. The battle ground on which insurance companies will win or lose is distribution. The battle will be fought on three fronts. How you sell. What you sell. What type of after sales service you offer. This paper shall focus on ‘how you sell’, therefore, embracing how we get our services across to the consumer and managing our channels of distribution. The topic according to its construction leaves us with two natural divisions: Goal attainment and market segmentation as a strategy...
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...Segmentation Markets are heterogeneous. Customers differ in their values needs, wants, constraints, beliefs and incentives to act. Products compete to satisfy the needs and wants of customers. By segmenting their markets, firms can better understand their customers and target their marketing efforts efficiently and effectively (Lilien, 2007). As Lilien suggests the raw data has been segmented below. Size / Cluster | Overall | Cluster 1 | Cluster 2 | Cluster 3 | Number of observations | 317 | 182 | 70 | 65 | Proportion | 1 | 0.574 | 0.221 | 0.205 | Fig. 1 After exploring with different amount of clusters, it was clear that there are 3 well defined clusters. As Lilien (2007) approves for a segmentation study to be useful, it should result in a manageable number of target segments (often between three and eight), each of a substantial size. Therefore this representation of the market is appropriate and the analysis can continue to describe each segment. Below are the results from the data collected. Segmentation variable / Cluster | Overall | Cluster 1 | Cluster 2 | Cluster 3 | Rich full-bodied | 4.77 | 4.91 | 2.3 | 7.03 | Light beer | 3.72 | 3.35 | 3.67 | 4.82 | No aftertaste | 4.56 | 4.37 | 3.46 | 6.29 | Refreshing | 5.02 | 5.42 | 2 | 7.17 | Goes down easily | 5.17 | 5.35 | 2.91 | 7.09 | Gives a "buzz" | 3.39 | 3.16 | 2.63 | 4.88 | Good taste | 3 | 2.37 | 0.443 | 7.51 | Low price | 3.91 | 3.8 | 3.13 | 5.06 | Good value | 4.65 | 4.43 | 3.26 | 6.77...
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...Introduction: There are many ways for developing and adopting m market segments. Once the company identified its market segments opportunities, it must decide how many and which ones to target. To be effective in the market segmentations, market segments must be: • Measurable • Substantial • accessible The important component of Market segmentation is a market-based plans and strategy. Market segmentation allows businesses to concentrate on different needs of the costumers and different interest of certain goods and services in a different way from one another. “Market segmentation is the process of splitting customers, or potential customers, in a market into different groups, or segments, within which customers share a similar level of interest in the same, or comparable, set of needs satisfied by a distinct marketing proposition” (McDonald & Dunbar, 2004). The basic and main reason for dividing the market into small segments is make more profit and to make it easier to address the requirements of smaller groups of customers and try to create different and other related products according to their intense lifestyles. Some of the basis of Market Segmentation depends on and affected by the following factors: • Gender: Men and women are different in their consuming habits and likings. Marketing strategy is required to address each market and each costumers. Producing bikes for females will be different that for males. Making bike helmets with pink colors and making helmets...
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...MARKET SEGMENTATION Market Segmentation is known as the process of defining and subdividing a large homogenous market into clear segments where each segment has clear wants, needs and demands. The objective is to create a marketing mix that matches the expectations of consumers in that particular segment. Four factors that affect market segmentation are : 1. Clear identification of the sector 2. Measurability of its effective size 3. How accessible it is through promotional efforts 4. Its accuracy regarding company policies The four basic market segmentation strategies are based on : 1. Geographical 2. Demographic 3. Psychographic 4. Geographical differences (BusinessDictionary.com, 2016) GEOGRAPHIC 1. CLIMATE 2. LOCATION 3. CULTURE 4. RELIGION 5. POPULATION Grand Union has several locations all over London, they have a branch in Camden and in Brixton as well to name a few. The Paddington branch is the one our assignment is focusing on. It is centrally located and is situated on the ground floor of a high rise building containing numerous offices. It is also a few steps away from Edgware road, thus their location is extremely good. Through a survey that we conducted with the customers at the venue we learned that, the primary reason for their visit was the location and many people that visited the place were either students or people who worked near by. Currently these are Grand Union’s primary targets...
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...Chapter 1 Segmentation A segmentation strategy begins by selecting the bases representing the core attributes of a group of existing potential customers. 1. It must be noted that a single characteristics is never used alone and that virtually all segmentation plans are in the forms of hybrid segmentation that include attributes from 2 or more. | |Consumer-rooted |Consumption-specific | |Facts |Demographic factors |use-related characteristics | | |Geographic factors |use-situation factors | |cognitions |Psychological factors |benefit sought | | |Psychographic (lifestyle) characteristics |hybrid segmentation | | |Sociocultural variables | | 1. Facts can be determined from direct questioning and categorized by a single objective measure. (Quantitative) 2. Cognitions...
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...A true marketing orientation requires orgs to focus on meeting the needs of customers. Few companies can supple one product for all eg water supply utility. Most companies face an increase in fragmented markets. SEGMENTATION is about identifying groups of buyers within a market place who have needs that are distinctive in the way they deviate from the ‘average’ customer. Def ‘the identification of sub-sets of buyers within a market who share similar needs and who have similar buying processes’. There are many possible factors that might influence an individual’s choice of product/car (personalisation). The critical approach involves breaking down the ‘problem’ (how to persuade the customer to buy) into sub-problems. Criteria for effective segmentation…What is an appropriate basis for segmenting one market may not be appropriate to all markets. We consider 4 criteria when assessing the effectiveness of any segmentation: *usefulness to a company’s marketing planning; size of the resulting segments; their measurability; and their accessibility. This exercise is only useful to a company if it allows them to penetrate a greater proportion of its market that was not possible before taking out the exercise. Companies must be careful not to homogenise segments, as buyer views are always varied and diverse. Segment size-as they segments become smaller, you are closer to achieving marketing philosophy of satisfying each customers needs, but if they become too small they become uneconomic...
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...important attributes | | | | | E. Detailed explanations of why consumers make the choices they do | | Answer Key: D Feedback: What you chose is correct. | Question 2 of 25 | 4.0/ 4.0 Points | One marketing action that can be taken to sell a single product or service to multiple market segments is | | | | A. develop and produce another version of the product. | | | | | B. manufacture products that appeal to different markets. | | | | | C. develop separate promotional campaigns. | | | | | D. purchase another firm that has additional products that would appeal to multiple markets. | | | | | E. issue stock used for additional research and development for improved products. | | Answer Key: C Feedback: What you chose is correct. | Question 3 of 25 | 4.0/ 4.0 Points | The second step in segmenting and targeting markets is to | | | | A. group potential buyers into segments | | | | | B. group products to be sold into categories | | | | | C. develop a market-product grid and estimate size of the overall market | | | | | D. select target markets | | | | | E. take marketing actions to reach markets | | Answer Key: B Feedback: What you chose is correct. | Question 4 of 25 | 0.0/ 4.0 Points | A key to positioning a product or brand effectively is discovering the perceptions of...
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...norms that encourage people to experiment with products and ideas. Appreciating this trend and looking beyond demographics into the behavior and interests of consumers would help marketers to tap into new opportunities and otherwise ignored consumer segments. | [Pick the date] [Pick the date] ------------------------------------------------- Trend Analysis – Post Demographic Consumerism Introduction “Post Demographic Consumerism” is identified as one of the consumer behavior trends for 2015 by the research agency Trend Watching. This paper attempts to study the trend with respect to the market changes in India, which is one of the biggest emerging economies. Post Demographic Consumerism Segmentation is the first step in marketing strategy where a broad market is divided into homogenous groups which are perceived to have similar needs and wants. The objective of segmentation is to identify homogenous groups which can be targeted with a marketing mix that would meet the group’s expectation. The different bases used for segmenting the...
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...the organizations are challenged to achieve market penetration, high growth rate or brand recognition. What we find however, is that in times of economic downturn or slowdown, organizations commonly will sacrifice this line item first with trimming or cut-backs. Many professionals have historically had a hard time seeing the alignment between marketing and continued profitability- viewing this discipline and its related practices as ‘discretionary’. The article ‘rediscovering market segmentation’ focuses on understanding and assessing various aspects of consumer behavior as one of the key factors to effective marketing, sales and customer satisfaction. Once you know your customer segmentation by personality type, you can create personality type. This knowledge of individual preferences related to a respondent’s personality can be leveraged to create more effective marketing campaigns and increase sales. Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers, who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them. Market segmentation involves dividing up the potential market for a product into groups of people who have similar needs, and then addressing these needs in a focused way. Market segments allow companies to create product differentiation strategies to target them. The concept was introduced...
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...Market Segmentation * Introduced by Smith (1956) * Heterogeneous group of customers can be grouped into homogeneous clusters each requiring different marketing mix to meet their wants and needs. * Is to bridge the gap between diverse customer needs and limited company resources, by encouraging distinct marketing offerings to be developed to suit the requirements of different customer segments Segmentation Assumptions: * Consumers differ from one another in some respect which could be used to divide the total market into homogeneous groups * Selected segments can be isolated from the remainder of the market to enable targeting with a distinct market offering Segmentation can be performed by answering the following questions: * Where? (Geographic) * Who? (Demographic) * Why? (Psychographic) * How? (Behavioural) Geographic Segmentation is based on: * Continents * Countries * Regions or cities * Counties, provinces or states * Neighbourhoods Example: McDonalds Aloo Tikki and Chicken Maharaja Mac Geographic segmentation is useful because it: * Provides a quick overview of differences and similarities between consumers based on the geographical location * Can identify cultural differences between geographical units * Takes into consideration the climatic differences between geographical units * Recognizes language differences between geographical units Demographic Segmentation is based on: * Age *...
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.... 1. The important factors in segmenting international markets: 1. Demographics: According to Bruwer and Li (2007, p 21) cited that in demographic segmentation, the market is divided into many variables; they are “age, gender, education, occupation, income, family size, generation, nationality and religion”. The reason why these demographic variables are so popular with the marketers is they are relevant to the customer’ needs and wants. Another reason is that they are easy to measure or estimate the size of market. It means demographic variables help the marketers narrow the general market into the specific groups and easy to identify the specific customer’ needs and wants base upon these variables. For example, Pepsi targets not only one object but also many types of objects such as children, teens, adults and senior with the different blend of ads and choice of media. In more details, the ads for teens are often dance – beat music, adventure and fast – paced cutting from scene to scene. In contrast, some ads for seniors are softer and more sentimental, exploring values of family connection and closing the generation gap by enjoying a common soft – drink – Pepsi. Furthermore, gender is one of the critical factors which attracts the marketers have to pay more attention on that because men and women have different attitudes and behave differently, based partly on genetic makeup and partly on socialization( ). In more details, gender differentiation has long...
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...you get familiar with the type of questions that may appear during the actual exam, they are built in the same environment as the actual exams. 1. Organizations expand into new products, new markets, and even new industries. In this process, the organization's original purpose may become irrelevant. In these circumstances the organization can be best described as a A. drifting organization. B. functional organization. C. horizontal organization. D. cooperative organization. 2. The core things that an organization does well are known as its A. distinctive values. B. distinctive competencies. C. distinctive ideals. D. distinctive technologies. 3. Which of the following statements about a mission statement is true? A. Even though no one denies the importance of the mission statement, it is the least used of all of the management tools. B. An effective mission statement takes an internal organizational focus. C. It should be focused on the physical product or service that the organization is offering at present. D. It should be focused on the broad class of needs that the organization is seeking to satisfy. 4. When an organization has formulated its mission and developed its objectives, the next managerial task is to develop A. job descriptions. B. organizational strategies. C. mission and vision statements. D. cross-functional teams. 5. Huggies first started out in the disposable diaper industry. It then developed ‘Pull-Ups', disposable training pants...
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