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Slide 1Slide 2ObjectivesThe Market Segmentation ProcessSlide 5Segmenting the Consumer MarketSlide 7Slide 8Segmenting Business MarketsSlide 10Slide 11The Target Marketing ProcessAdvertising and the Product ElementSlide 14Slide 15Slide 16Slide 17Advertising and the Price ElementAdvertising and the Distribution (Place) ElementAdvertising and the Communication (Promotion) Element© 2004 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinChapter6Market Segmentation and the Marketing Mix: Determinants of Advertising StrategyDescribes how marketers use behavioral characteristics to cluster prospective customers into market segmentsObjectivesIdentify the various methods advertisers use to segment consumer and business marketsExplain the importance of aggregation to marketing and advertisingDiscuss how target marketing affects the firm’s advertising strategyDescribe the elements of the marketing mix and the role of advertising in the mixExplain the purpose and importance of brandingThe Market Segmentation ProcessMarket Segmentation1. Identify people with shared needs and characteristicsThe Market Segmentation ProcessMarket Segmentation1. Identify people with shared needs and characteristics2. Aggregate these groups into market segments according to their mutual interest in the product’s utilitySegmenting the Consumer MarketBehavioristic SegmentationSole usersSemi-sole usersDiscount usersAware nontriersTrial/rejectorsRepertoire usersUser Status VariablesSegmenting the Consumer MarketBehavioristic SegmentationUser Status VariablesVolume segmentationUser-rate VariablesPurchase-occasion VariablesBenefits-sought VariablesBenefit segmentationSegmenting the Consumer MarketBehavioristic SegmentationGeographic SegmentationDemographic SegmentationGeodemographic segmentationPsychographic SegmentationVALS2Segmenting Business MarketsBusiness MarketsManufacturersGovernmentWholesalersRetailersBanksSegmenting Business MarketsUnderstanding organizational buying behaviorBusiness purchasing proceduresIndustrial classification systemMarket concentrationSegmenting Business MarketsAggregating market segmentsSelecting groups interested in product utilityCombining groups to build target market segmentsExchangesperception, satisfactionThe Target Marketing ProcessTarget Market SelectionThe Marketing Mix: Matching products to marketsProduct conceptMarketing mixProductPriceDistributionCommunicationExchangesperception, satisfactionAdvertising and the Product ElementProduct life cyclesProduct classificationsExchangesperception, satisfactionAdvertising and the Product ElementProduct life cyclesProduct positioningProduct differentiationPerceptible Hidden InducedProduct classificationsExchangesperception, satisfactionAdvertising and the Product ElementProduct life cyclesProduct positioningProduct differentiationProduct brandingIndividual brandFamily brandNational brandsPrivate labelsProduct classificationsExchangesperception, satisfactionAdvertising and the Product ElementProduct life cyclesProduct positioningProduct differentiationProduct brandingProduct classificationsThe role of brandingBrand equityExchangesperception, satisfactionAdvertising and the Product ElementProduct life cyclesProduct positioningProduct classificationsIdentificationProduct packagingContainment, protection, convenienceConsumer AppealEconomyExchangesperception, satisfactionAdvertising and the Price ElementKey factors influencing priceMarket demandProduction and distribution costsCompetitionCorporate objectives and strategiesVariable InfluencesExchangesperception, satisfactionAdvertising and the Distribution (Place) ElementDirect distributionNetwork marketingIndirect distributionIntensive distributionSelective distributionExclusive distributionVertical marketing systemsExchangesperception, satisfactionAdvertising and the Communication (Promotion) ElementPersonal sellingAdvertisingDirect marketingPublic relationsCollateral materialsSales


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HC BUSN 132 - Advertising

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