up material de estudio para el examen... estudien solo esto

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.


How does Quantas AIR position its offering for different market segments?


a market segment must be: •Identifiable•Sizeable•Stable and growing •Reachable•Congruent with the marketer’s objectives and resources

To be an effective target…


Segmentation: An Application


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


• Behavioral data– Consumer-intrinsic– Consumption-based

• Cognitive factors– Consumer-intrinsic– Consumption-specific

Two Types of Shared Characteristics


Demographic Segmentation


Who is the target of this ad?


Geodemographic Segmentation


Segmenting Green Consumers


Personality Traits

Define

d


Consumers’ lifestyles, which include consumers’ activities, interests, and opinions

Psychographics


Psychographic Segmentation


Which segmentation bases could be used to describe the target audience for the ad?

Discussion Question


VALSTM


• Benefits sought represent consumer needs

• Important for positioning

Benefit Segmentation


What segmentation base is used?


2.3 To understand behavioral targeting and its key role in today’s marketing.


Define

d


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


• Websites visited• Engagement on sites• Lifestyles and personalities• Purchases, almost purchases,

returns, exchanges

Tracking Online Navigation Includes:

Define

d


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


Application: Target


2.4 To understand how to position, differentiate, and reposition products.


Define

d


The process by which a company creates a distinct image and identity for its products, services, or brands in consumers’ minds.

Positioning


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


Positioning Application


Umbrella Positioning


• Premier positioning• Positioning against the competition• Key attribute• Un-owned positioning

Other Types of Positioning


Repositioning


Perceptual Map


What type of positioning is used?


UP semana 5


The Motivation Process


• Needs– Physiological– Psychological

• Goals– Generic– Product-specific

Needs and Goals


Discussion Questions

What is the generic goal? What is the product-specific goal?

Application: Goals


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?


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


• 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


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


Defense Mechanisms


Which Defense Mechanism is used?



3.2 To understand motivation theories and their applications to consumer behavior.


Psychogenic Needs: Murray and Edwards


Maslow’s Hierarchy of Needs


To Which of Maslow’s Needs Does This Ad Appeal?



• 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?


• Power• Affiliation• Achievement

Which of the trio of needs does the ad appeal to?

Trio of Needs



3.3 To understand how to identify and measure motives.


• Self reports• Qualitative

Research• Motivational

Research

The Measurement of Motives


• 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



3.4 To understand the scope of personality and theories of its development.

Define

d


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


• Freudian theory

• Neo-Freudian personality theory

• Trait theory

Theories of Personality


How Does This Marketing Message Apply the Notion of the Id?



3.5 To understand how innovativeness and other personality traits influence consumer behavior.


• 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


• Visualizers vs. Verbalizers

• Materialism• Ethnocentrism

Is the ad trying to appeal to visualizers or verbalizers? Explain.

Other Personality Factors


What is the difference between fixated consumption and compulsive consumption?

Discussion Question



3.6 To understand the personification of products and brands and its strategic applications.


Brand Personality Framework



3.7 To understand self-image and its impact on consumer behavior.


• 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?


up material de estudio para el examen... estudien solo esto

Data & Analytics