Marketing is not a Post-Processing Step

  • . Being number 6 in your market segment is probably not a position at all.
  • . In our example, the market segment is "for desktop PCs".
  • . Another view of positioning is to ask in which market segment you want to be known as number one.
  • . Label (" what is this product") The important thing here is to choose a position which actually exists in the mind of the people in your target market segment.
  • . You can describe your market segment by budget, platform, geography, specific feature need, etc.

    Strategic Marketing Plan
  • . Concepts addressed include 'generic' strategies and strategies for pricing, distribution, promotion, advertising and market segmentation.
  • . If the market is not especially attractive and your enterprise is one of the weaker ones in the industry you should promote this offering only if it supports a more profitable part of your business (for instance, if this segment completes a product line range) or if it absorbs some of the overhead costs of a more profitable segment.
  • . It is designed to address a "focused" segment of the marketplace, product form or cost management process and is usually employed when it isn't appropriate to attempt an 'across the board' application of cost leadership or differentiation.
  • . Usually this means addressing a substantially smaller market segment than others in the industry, but because of minimal competition, profit margins can be very high.
  • . Cultural trends - Cultural changes such as fashion trends and life style trends may or may not support your offering's penetration of the market The Prospect It is essential to understand the market segment(s) as defined by the prospect characteristics you have selected as the target for your offering.

    Market Segmentation
  • > > Segmentation This document prepared and presented by Business Resource Software, Inc.
  • . Market Segmentation The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase your offering.
  • . Depending on whether you are selling your offering to individual consumers or a business, there are definite differences in what you will consider when defining market segments.
  • . Segmentation of Needs Then you should establish what the need is and who is most likely to experience that need.
  • . Your segmentation will be determined by a match between the benefits offered by your offering and the need of the prospect.
  • . Some "need" categories for segmentation include: Reduction in expenses Prospects might be businesses that are downsizing (right sizing), businesses that have products in the mature stage of their life cycle or individuals with credit rating problems.
  • . Factors that segment prospects Having determined the more general segmentation characteristics you can proceed to a more detailed analysis of the market.

    Chapter 9 Market Segmentation, Class Notes
  • . TM = Baby Boomers...40-60 year olds PRODUCT Attributes: High Powered Roomy Safety Features PRODUCTS: Toyota Avalon Oldsmobile Aurora Mercury Mystique Dodge Intrepid Chrysler Concorde Vision DON'T WANT THEIR FATHER'S CAR!! Developing a target market strategy has three phases: Analyzing consumer demand Targeting the market(s) undifferentiated concentrated multisegmented Developing the marketing strategy Need to aggregate consumers with similar needs.
  • . Not so popular now due to competition, improved marketing research capabilities, and total production and marketing costs can be reduced by segmentation.
  • . Market segmentation is the process of dividing a total market into market groups consisting of people who have relatively similar product needs, there are clusters of needs.
  • . The purpose is to design a MM(s) that more precisely matches the needs of individuals in a selected market segment(s).
  • . A market segment consists of individuals, groups or organizations with one or more characteristics that cause them to have relatively similar product needs.


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    Market Segment Leader Job - Midland, MI - Dow Corning Corporation
  • Job Profile Dow Corning Corporation Market Segment Leader Job Location: Midland, MI Facility/Department: Marketing Shift/Duration: 1st Shift/Full-Time Job Description: Developing time-driven, competitive, global market strategies for the segments, including revenue forecasting, competitive assessment, and portfolio planning.
  • . based, multinational corporation and global leader in the silicon-based industry seeks a Market Segment Leader for a position at our Tokyo Office (potential Midland, Michigan location).
  • . This position is responsible for leading the market segment activities for the Spin-on and Litho materials segments of the Device Fabrication Major Market.

    Target Marketing
  • . The table below shows some examples of market segments (or groups).
  • . Type of Market Segment Shared Group Characteristics Demographic Segment Measurable statistics such as age, income, occupation, etc.
  • . Psychographic Segment Lifestyle preferences such as music lovers, city or urban dwellers, etc.
  • . Use-based Segment Frequency of usage such as recreational drinking, traveling, etc.
  • . Benefit Segment Desire to obtain the same product benefits such as luxury, thriftiness, comfort from food, etc.
  • . Geographic Segment Location such as home address, business address, etc.
  • . Here are examples of target segments that can be created using the above table: Women business owners between the ages of 25 and 60 earning more than $25, 000 annually form a demographic segment .
  • . People who drive compact cars due to their fuel efficiency form a benefit segment .
  • . Be careful not to confuse a geographic market segment with a place.

    Market segment: Facts and details from Encyclopedia Topic
  • Search entire site: Market segment (Encyclopedia) [ Market segment facts from encyclopedia topic] Market segmentation is the process of grouping a The world of commercial activity where goods and services are bought and sold [For more, click on this link] into smaller subgroups.
  • . This is not something that is arbitrarily imposed on society: it is derived from the recognition that the total market is often made up of submarkets (called segments).
  • . These segments are Homogeneous is an adjective that has several meanings....
  • . people in the segment are similar to each other in their attitudes about certain variables).
  • . [Click link for more facts about this topic] status religion nationality/race Psychographic Variables personality life-style values attitudes Behavioural Variables benefit sought product usage rate brand loyalty product end use readiness-to-buy stage decision making unit When numerous variables are combined to give an in-depth understanding of a segment, this is referred to as depth segmentation . segment
  • Dictionary Thesaurus Encyclopedia Web Premium: | ADVERTISEMENT - - Encyclopedia - Market segment Market segmentation is the process of grouping a into smaller subgroups.
  • . This is not something that is arbitrarily imposed on society: it is derived from the recognition that the total market is often made up of submarkets (called segments).
  • . These segments are within (i.e.
  • . people in the segment are similar to each other in their attitudes about certain variables).
  • . When enough information is combined to create a clear picture of a typical member of a segment, this is referred to as a buyer profile .
  • . Top-down and bottom-up George Day (1980) describes this model of segmentation as the top-down approach .
  • . You start with the total population and divide it into segments.
  • . Pine (1993) used the bottom-up approach in what he called "segment of one marketing".
  • . These profits can be increased further if the market can be segmented with different prices charged to different segements (referred to as ), charging higher prices to those segments willing and able to pay more and charging less to those whose demand is price elastic.

  • Benefits

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    Europe -
  • Search Segment Marketing Manager Personal Navigation Job Description: The Segment Marketing Manager PNAV is responsible for identifying, crafting, presenting and implementing new revenue and profit-generating business opportunities involving the application of Tele Atlas capabilities, products and services in the market segment of Portable/Personal Navigation Devices.
  • . The Segment Marketing Manager PNAV will be responsible for developing strategies that lead to new relationships and products that leverage our core capabilities in the PNAV market segment.
  • . Primary Duties: Own the segment strategy.
  • . Be the “voice of Tele Atlas” in this market segment.
  • . Create internal positioning documents for all key customers within assigned market segment(s) as support for developing market messages for Tele Atlas external communications.