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![Where do you really want the football to end up? Source: Principles of Marketing. Where do you really want the football to end up? Source: Principles of Marketing.](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-13.jpg)
![In the net of course! So, imagine that the football is your product or In the net of course! So, imagine that the football is your product or](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-14.jpg)
![You cannot hit a target that you do not have… Source: Principles of Marketing. You cannot hit a target that you do not have… Source: Principles of Marketing.](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-15.jpg)
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![Why not? Have a quick discussion about… who is the typical customer for Xbox? Why not? Have a quick discussion about… who is the typical customer for Xbox?](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-24.jpg)
![Things to consider? Try to identify as many factors as you can about potential Things to consider? Try to identify as many factors as you can about potential](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-25.jpg)
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![What is a segment? What product design and functions would be included. What imagery, What is a segment? What product design and functions would be included. What imagery,](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-29.jpg)
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- Slides: 38
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Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
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WHAT IS THIS? Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
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Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![CONGRATULATIONS Youre headed in the right direction Source Principles of Marketing Kotler et al CONGRATULATIONS! You’re headed in the right direction Source: Principles of Marketing. Kotler et al.](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-4.jpg)
CONGRATULATIONS! You’re headed in the right direction Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![WHAT IS THIS Source Principles of Marketing Kotler et al Copyright MBA Global WHAT IS THIS? Source: Principles of Marketing. Kotler et al. © Copyright MBA Global](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-5.jpg)
WHAT IS THIS? Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
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Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![TERRIFICits a Forest Now were getting somewhere Source Principles of Marketing Kotler et al TERRIFIC…it’s a Forest! Now we’re getting somewhere! Source: Principles of Marketing. Kotler et al.](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-7.jpg)
TERRIFIC…it’s a Forest! Now we’re getting somewhere! Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Nowwhere do you want the football to end up Source Principles of Marketing Kotler Now…where do you want the football to end up? Source: Principles of Marketing. Kotler](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-8.jpg)
Now…where do you want the football to end up? Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Its a forest This is getting confusing Source Principles of Marketing Kotler et It’s a forest? … This is getting confusing… Source: Principles of Marketing. Kotler et](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-9.jpg)
It’s a forest? … This is getting confusing… Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Hold on a minutewhats this Source Principles of Marketing Kotler et al Copyright Hold on a minute…what’s this? Source: Principles of Marketing. Kotler et al. © Copyright](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-10.jpg)
Hold on a minute…what’s this? Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
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Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![AHA Now where do you want the football to go Source Principles AHA!. . . Now where do you want the football to go? Source: Principles](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-12.jpg)
AHA!. . . Now where do you want the football to go? Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Where do you really want the football to end up Source Principles of Marketing Where do you really want the football to end up? Source: Principles of Marketing.](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-13.jpg)
Where do you really want the football to end up? Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![In the net of course So imagine that the football is your product or In the net of course! So, imagine that the football is your product or](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-14.jpg)
In the net of course! So, imagine that the football is your product or service and the net is your target… Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![You cannot hit a target that you do not have Source Principles of Marketing You cannot hit a target that you do not have… Source: Principles of Marketing.](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-15.jpg)
You cannot hit a target that you do not have… Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Introducing Market Segmentation and Target Marketing Source Principles of Marketing Kotler et al Introducing… Market Segmentation and Target Marketing Source: Principles of Marketing. Kotler et al. ©](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-16.jpg)
Introducing… Market Segmentation and Target Marketing Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Objectives Students should be able to Understand the basic concepts of Segmentation 1 Definition Objectives Students should be able to: Understand the basic concepts of Segmentation 1. Definition](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-17.jpg)
Objectives Students should be able to: Understand the basic concepts of Segmentation 1. Definition of Segmentation 2. Advantages and disadvantages of Segmentation 3. Process of Segmentation 4. Segmentation Criteria Understand Target Marketing and Positioning Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Market Segmentation 3 Short Videos 1 https www youtube comwatch vzum Yag C Market Segmentation – 3 Short Videos 1 https: //www. youtube. com/watch? v=zum. Ya-g. C](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-18.jpg)
Market Segmentation – 3 Short Videos 1 https: //www. youtube. com/watch? v=zum. Ya-g. C 0 BI 3 https: //www. youtube. com/watch? v=MEXmm. Ht. KQz. Q https: //www. youtube. com/watch? v=Rpajd. ZFENOg Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Market Segmentation Definition Source Principles of Marketing Kotler et al Copyright MBA Global Market Segmentation Definition Source: Principles of Marketing. Kotler et al. © Copyright MBA Global](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-19.jpg)
Market Segmentation Definition Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Market Segmentation Dividing a market into distinct groups of buyers who have needs characteristics Market Segmentation “Dividing a market into distinct groups of buyers, who have needs, characteristics](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-20.jpg)
Market Segmentation “Dividing a market into distinct groups of buyers, who have needs, characteristics and behaviour and who might require separate products or marketing mixes” Kotler & Armstrong Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Why is it relevant As the old saying goes You cant please all of Why is it relevant? As the old saying goes… …“You can’t please all of](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-21.jpg)
Why is it relevant? As the old saying goes… …“You can’t please all of the people all of the time! In Marketing… You have to aim the right products at the right people, at the right price and in the right place, …in order to achieve sales success. Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Its a bit like identifying and matching up For exampleheres a picture of a It’s a bit like identifying and matching up… For example…here’s a picture of a](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-22.jpg)
It’s a bit like identifying and matching up… For example…here’s a picture of a typical Xbox customer… Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![No Source Principles of Marketing Kotler et al Copyright MBA No? . . . Source: Principles of Marketing. Kotler et al. © Copyright MBA](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-23.jpg)
No? . . . Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Why not Have a quick discussion about who is the typical customer for Xbox Why not? Have a quick discussion about… who is the typical customer for Xbox?](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-24.jpg)
Why not? Have a quick discussion about… who is the typical customer for Xbox? Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Things to consider Try to identify as many factors as you can about potential Things to consider? Try to identify as many factors as you can about potential](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-25.jpg)
Things to consider? Try to identify as many factors as you can about potential customers, for example: Age range Gender Family size Location Income Occupation Education Religion Race Nationality Social classification or personal characteristics Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Typical Customer for Destiny Source Principles of Marketing Kotler et al Copyright MBA Typical Customer for Destiny? Source: Principles of Marketing. Kotler et al. © Copyright MBA](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-26.jpg)
Typical Customer for Destiny? Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Who are the customers for these products Source Principles of Marketing Kotler et al Who are the customers for these products? Source: Principles of Marketing. Kotler et al.](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-27.jpg)
Who are the customers for these products? Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![and this one Source Principles of Marketing Kotler et al Copyright MBA Global …and this one? Source: Principles of Marketing. Kotler et al. © Copyright MBA Global](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-28.jpg)
…and this one? Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![What is a segment What product design and functions would be included What imagery What is a segment? What product design and functions would be included. What imagery,](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-29.jpg)
What is a segment? What product design and functions would be included. What imagery, language or terms would you use in trying to appeal to: • • • Golfers Beat headphones users Over 55’s – insurance, cruise holidays, double glazing, etc Xbox users Beauty Spa users You need to know all you can about a particular audience. Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Advantages and Disadvantages of Segmentation Source Principles of Marketing Kotler et al Copyright Advantages and Disadvantages of Segmentation Source: Principles of Marketing. Kotler et al. © Copyright](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-30.jpg)
Advantages and Disadvantages of Segmentation Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Advantages of Segmentation Improves understanding of the customer base Provides a clear classification of Advantages of Segmentation Improves understanding of the customer base Provides a clear classification of](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-31.jpg)
Advantages of Segmentation Improves understanding of the customer base Provides a clear classification of the customers Enables the generation of a targeted product portfolio that responds to the needs of the market place Helps gauge a company's market position relative to the competition Leads to the effective fine tuning of marketing strategies and competitive advantage if done well Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Disadvantages When segmentation is NOT useful The market is so small that marketing Disadvantages When segmentation is NOT useful: • The market is so small that marketing](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-32.jpg)
Disadvantages When segmentation is NOT useful: • The market is so small that marketing to a portion of it is not profitable • Heavy users make such a large proportion of the sales volume that they are the only relevant target • The brand is the dominant brand in the market Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![The Process of Segmentation Source Principles of Marketing Kotler et al Copyright MBA The Process of Segmentation Source: Principles of Marketing. Kotler et al. © Copyright MBA](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-33.jpg)
The Process of Segmentation Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Segmentation Targeting and Positioning Market Segmentation Dividing the market into distinct groups of buyers Segmentation, Targeting and Positioning Market Segmentation Dividing the market into distinct groups of buyers](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-34.jpg)
Segmentation, Targeting and Positioning Market Segmentation Dividing the market into distinct groups of buyers with different needs, characteristics, and/or behaviour, who might require separate products or marketing mixes. Market Targeting The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. Product Positioning Ensuring a product occupies a distinctive and desirable place relative to competing products in the mind of target comsumers. Formulating competitive positioning for a product and creating a detailed marketing mix. Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Segmentation Targeting and Positioning Identify bases for segmenting market Develop profiles of resulting segments Segmentation, Targeting and Positioning Identify bases for segmenting market Develop profiles of resulting segments](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-35.jpg)
Segmentation, Targeting and Positioning Identify bases for segmenting market Develop profiles of resulting segments Develop measures of segment attractiveness Select the target segment(s) Develop positioning for each segment Develop marketing mix for each segment Source: Principles of Marketing. Kotler et al. Market Segmentation Market targeting Market positioning © Copyright MBA Global AML 2017
![Segmentation Variables Marketers have traditionally used three categories of variables to identify market segments Segmentation Variables Marketers have traditionally used three categories of variables to identify market segments](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-36.jpg)
Segmentation Variables Marketers have traditionally used three categories of variables to identify market segments – • Geographic segmentation – dividing a market into different geographical units such as nations, states, regions, counties, cities or neighbourhoods • Demographic segmentation – dividing the market into groups, such as age, gender, family size, income, education, religion, or ethnicity • Psychographic segmentation – variables, such as social class, personality, or their approach to life Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Group Task Choose a product or service and provide a slide presentation showing market Group Task Choose a product or service and provide a slide presentation showing market](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-37.jpg)
Group Task Choose a product or service and provide a slide presentation showing market segmentation and target market. Consider the following: • Geographic segmentation – dividing a market into different geographical units such as nations, states, regions, counties, cities or neighbourhoods • Demographic segmentation – dividing the market into groups, such as age, gender, family size, income, education, religion, or ethnicity • Psychographic segmentation – variables, such as social class, personality, or their approach to life Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
![Source Principles of Marketing Kotler et al Copyright MBA Global AML 2017 Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017](https://slidetodoc.com/presentation_image_h/11a3b92e8abc5d7ebf49b02b157c49e9/image-38.jpg)
Source: Principles of Marketing. Kotler et al. © Copyright MBA Global AML 2017
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