Lecture Marketing management: Chapter 8 – Nguyễn Thị Trang Nhung

1<br /> 8<br /> Identifying Market<br /> Segments and Targets<br /> <br /> Market Segmentation<br /> Types of Segmentation<br /> <br /> 80 percent of a<br /> company’s sales...<br /> <br /> are generated by 20 percent<br /> of its loyal customers<br /> <br /> Section 2.2<br /> <br /> Market Segmentation<br /> Mass Marketing Vs. Segmentation<br /> Mass Marketing<br /> Advantages<br /> <br /> Disadvantage<br /> <br /> • Economics of scale<br /> • Simplified marketing plan<br /> <br /> • Competitors can identify<br /> unmet needs and wants<br /> and then steal customers<br /> <br /> mass marketing<br /> Using a single marketing strategy to reach<br /> all customers.<br /> <br /> Section 2.2<br /> <br /> Market Segmentation<br /> Mass Marketing Vs. Segmentation<br /> Niche Marketing<br /> Advantages<br /> • Extremely precise<br /> • Increased chance for<br /> success<br /> <br /> Disadvantage<br /> • Cost<br /> – Research<br /> – Production<br /> – Packaging<br /> – Advertising<br /> <br /> Chapter Questions<br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> What are the different levels of market<br /> segmentation?<br /> How can a company divide a market into<br /> segments?<br /> What are the requirements for effective<br /> segmentation?<br /> How should business markets be segmented?<br /> How should a company choose the most<br /> attractive target markets?<br /> <br /> Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall<br /> <br /> 8-5<br /> <br />