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Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 1 of 35
Learning Objective for today
2.1 To understand the interrelationship among market segmentation, targeting, and positioning and how to select the best target markets.
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How does Quantas AIR position its offering for different market segments?
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a market segment must be: •Identifiable•Sizeable•Stable and growing •Reachable•Congruent with the marketer’s objectives and resources
To be an effective target…
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Segmentation: An Application
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2.2 To understand the bases used to segment consumers, including demographics, psychographics, product benefits sought, and product usage-related factors.
Learning Objective 2.2
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• Behavioral data– Consumer-intrinsic– Consumption-based
• Cognitive factors– Consumer-intrinsic– Consumption-specific
Two Types of Shared Characteristics
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Demographic Segmentation
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Who is the target of this ad?
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Geodemographic Segmentation
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Segmenting Green Consumers
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Personality Traits
Define
d
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Consumers’ lifestyles, which include consumers’ activities, interests, and opinions
Psychographics
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Psychographic Segmentation
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Which segmentation bases could be used to describe the target audience for the ad?
Discussion Question
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VALSTM
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• Benefits sought represent consumer needs
• Important for positioning
Benefit Segmentation
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What segmentation base is used?
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2.3 To understand behavioral targeting and its key role in today’s marketing.
Learning Objective 2.3
Define
d
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sending consumers personalized and prompt offers and promotional messages designed to reach the right consumers and deliver to them highly relevant messages at the right time and more accurately than when using conventional segmentation techniques
Behavioral Targeting
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• Websites visited• Engagement on sites• Lifestyles and personalities• Purchases, almost purchases,
returns, exchanges
Tracking Online Navigation Includes:
Define
d
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Measures that predict consumers’ future purchases on the bases of past buying information and other data, and also evaluate the impact of personalized promotions stemming from the predictions.
Predictive Analytics
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Application: Target
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2.4 To understand how to position, differentiate, and reposition products.
Learning Objective 2.4
Define
d
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The process by which a company creates a distinct image and identity for its products, services, or brands in consumers’ minds.
Positioning
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1. Define the market, buyers and competition.2. Identify key attributes and research
consumers’ perceptions3. Research consumers’ perceptions on
competing offerings.4. Determine preferred combination of
attributes.5. Develop positioning concept that
communicates attributes as benefits.6. Create a positioning statement and use it to
communicate with the target audiences.
Positioning Process
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Positioning Application
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Umbrella Positioning
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• Premier positioning• Positioning against the competition• Key attribute• Un-owned positioning
Other Types of Positioning
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Repositioning
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Perceptual Map
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What type of positioning is used?
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UP semana 5
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The Motivation Process
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• Needs– Physiological– Psychological
• Goals– Generic– Product-specific
Needs and Goals
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Discussion Questions
What is the generic goal? What is the product-specific goal?
Application: Goals
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Motivations of Bloggers(1)self-expression(2)documenting one’s life (i.e., keeping a diary)(3)identifying other influential bloggers
Motivations: Technology Use
What motivates you to share information on Facebook? To blog?
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Need Arousal• Internal stimuli• Emotional or cognitive
processes• External stimuli
Selecting Goals• Factors
– personal experiences and knowledge
– physical capacity– cultural norms and
values– goal accessibility
• Approach objects• Avoidance objects
Need Arousal and Selecting Goals
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• Needs and goals are interdependent• Needs are never fully satisfied• New needs emerge as old ones are
satisfied• Success and failure influence goals
Needs and Goals
Define
d
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Frustration is the feeling that results from failure to achieve a goal, and defense mechanisms are cognitive and behavioral ways to handle frustration.
Frustration and Defense Mechanisms
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Defense Mechanisms
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Which Defense Mechanism is used?
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Learning Objective 3.2
3.2 To understand motivation theories and their applications to consumer behavior.
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Psychogenic Needs: Murray and Edwards
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Maslow’s Hierarchy of Needs
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To Which of Maslow’s Needs Does This Ad Appeal?
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Discussion Questions
• What are three types of products related to more then one level of Maslow’s Hierarchy of Needs?
• For each type of product, consider two brands. How do marketers attempt to differentiate their product from the competition?
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• Power• Affiliation• Achievement
Which of the trio of needs does the ad appeal to?
Trio of Needs
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Learning Objective 3.3
3.3 To understand how to identify and measure motives.
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• Self reports• Qualitative
Research• Motivational
Research
The Measurement of Motives
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• Dr. Ernest Dichter• Based on Sigmund
Freud’s psychoanalytic theory of personality– Unconscious needs are at
the heart of human motivation and personality
– Drives are likely to be biological and sexual
How would an advertiser use this information?
Motivational Research
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Learning Objective 3.4
3.4 To understand the scope of personality and theories of its development.
Define
d
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The inner psychological characteristics (the specific qualities, attributes, traits, factors, and mannerisms that distinguish one individual from other individuals) that both determine and reflect how we think and act.
Personality
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• Freudian theory
• Neo-Freudian personality theory
• Trait theory
Theories of Personality
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How Does This Marketing Message Apply the Notion of the Id?
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Learning Objective 3.5
3.5 To understand how innovativeness and other personality traits influence consumer behavior.
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• Motivational factors• Levels of innovativeness• Personality
– Dogmatism– Social character– Need for uniqueness– Optimum stimulation level (OSL)– Sensation-seeking– Variety and novelty-seeking– Need for Cognition
Innovativeness
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• Visualizers vs. Verbalizers
• Materialism• Ethnocentrism
Is the ad trying to appeal to visualizers or verbalizers? Explain.
Other Personality Factors
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What is the difference between fixated consumption and compulsive consumption?
Discussion Question
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Learning Objective 3.6
3.6 To understand the personification of products and brands and its strategic applications.
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Brand Personality Framework
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Learning Objective 3.7
3.7 To understand self-image and its impact on consumer behavior.
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• How are possessions an extension of the self?
• How do consumers use self-altering products?
• What are the two types of vanity? How does vanity shape consumption behavior?
Discussion Questions
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