Marketing Communications - Chapter 4

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Nội dung Text: Marketing Communications - Chapter 4

Targeting CHAPTER 4 © 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook All rights reserved. The University of West Alabama Eighth Edition
Chapter Objectives After reading this chapter you should be able to: 1. Appreciate the importance of targeting marketing communications to specific consumer groups and realize that the targeting decision is the initial and most fundamental of all marcom decisions. 2. Understand the role of behaviorgraphics in targeting consumer groups. 3. Describe the nature of psychographic targeting. 4. Appreciate major demographic developments such as changes in the age structure of the population and ethnic population growth. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–2
Chapter Objectives (cont’d) After reading this chapter you should be able to: 5. Explain the meaning of geodemographics and understand the role for this form of targeting. 6. Recognize that any single characteristic of consumers —whether their age, ethnicity, or income level—likely is not solely sufficient for sophisticated marcom targeting. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–3
Targeting • Targeting Specific Audiences  Is considered the starting point for marcom decisions Is  Allows for precise delivery of marketing Allows communications to targeted markets communications  Prevents wasted coverage to people falling outside Prevents the targeted market the • Choosing a Targeting Method  How difficult to obtain data about the characteristic to How be use in targeting consumers be  How predictive is the characteristic of consumer How © 2010hoice behavior a part of c South-Western, choice Cengage Learning. All rights reserved. 4–4
Targeting Specific Audiences Behaviorgraphics Psychographics Measureable Consumer Characteristics Demographics Geodemographics © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–5
Classification of Four General Targeting Characteristics Figure 4.1 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–6
Behaviorgraphic Targeting • Behaviorgraphics  Describe how people behave with respect to a Describe particular product category or class of related products products  Assume that the best predictor of future behavior is Assume past behavior past • Online Behavioral Targeting  Tracks the online site-selection behavior of users so Tracks as to enable advertisers to serve targeted ads as • Privacy Concerns © 2 Technological advances increase the ability to serve Technological 010 South-Western, a part of Cengage Learning.at the risk of invading their privacy consumers All rights consumers reserved. 4–7
Psychographic Targeting • Psychographics  Describe aspects of consumers’ psychological make- ups and lifestyles as they relate to buying behavior in ups a particular product category particular  Attitudes  Values  Motivations © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–8
Types of Psychographic Profiles • Customized Psychographic Profiles  Are typically customized to the client’s specific Are product category product  Contain questionnaire items related to the unique Contain characteristics of the product category characteristics • General Purpose Psychographic Profiles  Can be purchased as “off-the-shelf” psychographic Can data from services that develop psychographic profiles of people independently of any particular product or service product © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–9
Illustrative Statements Used In a Customized Banking- Table 4.1 Related Psychographic Study © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–10
Psychographic Study of Consumers’ Psychographic Banking Practices Banking Psychographic Segments of Banking Behaviors Bank Worried Secured Thrifty Traditionalists Loyalists Investors Bankers © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–11
Yankelovich MindBase Segments Table 4.2 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–12
Yankelovich MindBase Segments (cont’d) Table 4.2 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–13
Figure 4.2 The 8 VALS Segments © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–14
VALS Psychographic Segments Innovators Successful, sophisticated, take-charge, with high self-esteem Mature, satisfied, comfortable, and reflective; valuing order, Thinkers knowledge, and responsibility and motivated by ideals Conservative, conventional with concrete beliefs based on Believers traditional, established codes: family, religion, community, and the nation; motivated by ideals Motivated by the desire for achievement; have goal-oriented Achievers lifestyles and a deep commitment to career and family © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–15
VALS Psychographic Segments Trendy and fun loving. Motivated by achievement out of Strivers concern about the opinions and approval of others Motivated by self-expression; are young, enthusiastic, and Experiencers impulsive consumers; quickly become enthusiastic about new possibilities but are equally quick to cool. Motivated by self-expression; express themselves and Makers experience the world by working on it and have enough skill and energy to carry out their projects successfully Live narrowly focused lives; with few resources with which to cope, often believe that the world is changing too quickly; Survivors are comfortable with the familiar and are primarily concerned with safety and security © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–16
Geodemographic Targeting • Geodemographics  Consumers who reside within geographic clusters Consumers such as zip codes or neighborhoods also share demographic and lifestyle similarities demographic • Typical Clusters (PRIZM NE)  Bohemian Mix  White Picket Fences  Suburban Pioneers © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–17
Demographic Targeting Demographic Major Demographic Aspects Change in Age structure Ethnic population household of the population developments composition © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–18
Demographic Trends • World Population Growth  6.67 billion (2009) to 8 billion (2025) 6.67 to 9 billion (2050) to • Changing Age Structure in United States  Median age will increase to 38 by 2025  More middle-aged Baby Boomers  Fewer children, teenagers, and young adults Fewer due to decreased birthrates due © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–19
World’s 25 Largest Countries as of 2007 Table 4.3 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4–20