chapter 7
Chapter Seven
Customer‐Driven Marketing Strategy:
Creating Value for Target Customers
Chapter 7- slide 1
Customer-Driven Marketing Strategy:
Creating Value for Target Customers
Topic Outline
• Market Segmentation
• Market Targeting
• Differentiation and Positioning
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 2
Market Segmentation
Market segmentation is the process that companies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 3
Market Segmentation
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 4
Market Segmentation
• Segmenting consumer markets
• Segmenting business markets
• Segmenting international markets
• Requirements for effective segmentation
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 5
Market Segmentation
Segmenting Consumer Markets
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 6
Market Segmentation
Segmenting Consumer Markets
• Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 7
Market Segmentation
Segmenting Consumer Markets
Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 8
Market Segmentation
Age and life‐cycle stage segmentation is the process of
Customer‐Driven Marketing Strategy:
Creating Value for Target Customers
Chapter 7- slide 1
Customer-Driven Marketing Strategy:
Creating Value for Target Customers
Topic Outline
• Market Segmentation
• Market Targeting
• Differentiation and Positioning
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 2
Market Segmentation
Market segmentation is the process that companies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 3
Market Segmentation
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 4
Market Segmentation
• Segmenting consumer markets
• Segmenting business markets
• Segmenting international markets
• Requirements for effective segmentation
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 5
Market Segmentation
Segmenting Consumer Markets
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 6
Market Segmentation
Segmenting Consumer Markets
• Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 7
Market Segmentation
Segmenting Consumer Markets
Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 7- slide 8
Market Segmentation
Age and life‐cycle stage segmentation is the process of