Bài giảng "Marketing công nghiệp - Chapter 4: Segmentation, targeting and positioning in " cung cấp cho người học các kiến thức: Market segmentation, selecting the target segments, positioning. | 1/3/2017 Chapter 4 Segmentation, Targeting and Positioning in DINH Tien Minh (.) University of Economics HCMC Objectives Know market segmentation, its benefits and limitations, and requirements of effective segmentation. Learn to select the target market segments and target-market strategies. Learn to develop effective positioning strategies. 2 Outlines Market Segmentation Selecting the Target Segments Positioning 3 1 1/3/2017 . Market segmentation Definition: Market segmentation is the process of dividing a market into groups of customers who have similar requirements for a product or service offering. Nguồn: Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p42 4 . Market segmentation (cont’) Business Market Segmentation Process Identify Segmentation Variables Collect Data Analyze Data Form Segments Nguồn: Lau Geok Theng (2007), Business Marketing – An Asian Perspective, McGraw Hill,, pp 96. 5 . Market segmentation (cont’) Segmenting and Targeting Framework Conduct Marketing research to collect data on buying firms and competition Identify Macro-segments based on analysis of data Select those Macro-segments which company objectives and resources satisfy (More) 6 2 1/3/2017 . Market segmentation (cont’) Evaluate each selected Macrosegment on whether it explains the differences in buying decision. If yes, select the target Macro-segments based on specific criteria If no, identify within each Macrosegment, meaningful Microsegments. Stop, and use the Macrosegments as target segment Select the target Micro-segments based on earlier specified criteria Profile target segments based on buying organization and Decision Making Unit characteristics 7 Nguồn: Yoram Wind & Richard Cardozo, “Industrial Market Segmentation”, Industrial Marketing Management, 3, 2, (April, 1974), pp 153-66. . Market segmentation (cont’) Identifying variables used for .
