08 segmentation
- 1. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Chapter 8Chapter 8 MarketMarket Segmentation,Segmentation, Targeting, andTargeting, and PositioningPositioning
- 2. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Key TermsKey Terms • Behavioral segmentation • Benefit segmentation • Competitive advantage • Competitors’ strategies • Confused positioning • Customized marketing • Degree of product homogeneity • Demographic segmentation ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 3. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Key Terms • Existing competitor • Gender segmentation • Geographic segmentation • Income segmentation ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 4. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Key Terms • Market • Market homogeneity • Market positioning • Market segmentation • Market targeting ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 5. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Key Terms • Micromarketing • Overpositioning • Psychographic segmentation • Specific product attributes • Underpositioning ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 6. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens ““The mythological, homogeneousThe mythological, homogeneous America is gone. We are a mosaic ofAmerica is gone. We are a mosaic of minorities.”minorities.” -Joel Weiner ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 7. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Chapter Objectives • Explain market segmentation and identify several possible bases for segmenting markets • List and distinguish among the requirements for effective segmentation ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 8. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Chapter Objectives • Outline the process of evaluating market segments • Illustrate the concept of positioning for competitive advantage • Discuss choosing and implementing a positioning strategy ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 9. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens MarketsMarkets • AA marketmarket is all actual andis all actual and potential buyers of a product orpotential buyers of a product or serviceservice ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 10. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Stages of MarketingStages of Marketing • Mass marketingMass marketing • Product-variety marketingProduct-variety marketing • Target marketingTarget marketing • MicromarketingMicromarketing • Customized marketingCustomized marketing ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 11. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Market SegmentationMarket Segmentation • Geographic SegmentationGeographic Segmentation • Demographic SegmentationDemographic Segmentation • Psychographic SegmentationPsychographic Segmentation • Behavior SegmentationBehavior Segmentation ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 12. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Geographic SegmentationGeographic Segmentation • Dividing the market into differentDividing the market into different geographic unitsgeographic units – NationsNations – StatesStates – RegionsRegions – CountiesCounties – CitiesCities – NeighborhoodsNeighborhoods ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 13. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Demographic SegmentationDemographic Segmentation • Dividing the market into groupsDividing the market into groups based on demographic variablesbased on demographic variables – AgeAge – GenderGender – IncomeIncome – OccupationOccupation ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 14. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Psychographic SegmentationPsychographic Segmentation • Dividing buyers into different groups based on social class, lifestyle, and personality characteristics ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 15. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Behavior SegmentationBehavior Segmentation • Buyers are divided into groups based on theirBuyers are divided into groups based on their knowledgeknowledge,, attitudeattitude, and, and useuse oror responseresponse to ato a productproduct • The best starting point for building market segmentsThe best starting point for building market segments • TypesTypes – Special occasion segmentation – Benefits sought – User status – Usage rate – Loyalty status – Buyer readiness stage ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 16. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Requirements for Effective SegmentationRequirements for Effective Segmentation • Measurability • Accessibility • Substantiality • Actionability ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 17. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens • Size, purchasing power, profiles of segments can be measured. • Segments can be effectively reached and served. • Segments are large or profitable enough to serve. MeasurableMeasurable AccessibleAccessible SubstantialSubstantial ActionableActionable • Effective programs can be designed to attract and serve the segments. Requirements for Effective SegmentationRequirements for Effective Segmentation ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 18. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Market TargetingMarket Targeting • Evaluating Market SegmentsEvaluating Market Segments • Selecting Market SegmentsSelecting Market Segments • Choosing a Market-CoverageChoosing a Market-Coverage StrategyStrategy ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 19. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Evaluating Market SegmentsEvaluating Market Segments • Segment Size and GrowthSegment Size and Growth • Segment Structural AttractivenessSegment Structural Attractiveness • Company Objectives andCompany Objectives and ResourcesResources ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 20. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Selecting Market SegmentsSelecting Market Segments • Undifferentiated MarketingUndifferentiated Marketing • Bifurcated MarketingBifurcated Marketing (dual)(dual) • Differentiated MarketingDifferentiated Marketing • Concentrated MarketingConcentrated Marketing ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 21. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Choosing a Market – Coverage StrategyChoosing a Market – Coverage Strategy • Company resourcesCompany resources • Degree of product homogeneityDegree of product homogeneity • Market homogeneityMarket homogeneity • Competitors’ strategiesCompetitors’ strategies ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 22. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Positioning StrategiesPositioning Strategies • Products can be positioned on specificProducts can be positioned on specific attributes or against another productattributes or against another product classclass ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 23. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Choosing and Implementing a PositioningChoosing and Implementing a Positioning StrategyStrategy 1.1. Identifying a set of possibleIdentifying a set of possible competitivecompetitive advantagesadvantages upon which to build aupon which to build a positionposition 2.2. Selecting the right competitiveSelecting the right competitive advantagesadvantages 3.3. Effectively communicating andEffectively communicating and delivering the chosen position to adelivering the chosen position to a carefully selected target marketcarefully selected target market ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 24. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Product DifferentiationProduct Differentiation • Physical Attribute Differentiation • Service Differentiation • Personnel Differentiation • Location Differentiation • Image Differentiation ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 25. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Selecting the Right Competitive AdvantagesSelecting the Right Competitive Advantages • Avoid: –Underpositioning - failing ever to position the company at all –Overpositioning - giving buyers too narrow a picture of the company –Confused positioning - leaving buyers with a confused image of a company ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 26. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Selecting the Right Competitive Advantages • Brand differences should meet the following criteria prior to marketing: – Important – Distinctive – Superior – Communicable – Preemptive (priority) – Affordable – Profitable ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 27. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Positioning MeasurementPositioning Measurement • Perceptual mapping is a research tool used to measure a brand’s position ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 28. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Positioning map of service level versus pricePositioning map of service level versus price.. Perceptual MapPerceptual Map ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 29. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Best PracticesBest Practices • Carnival Cruise lines • Southwest Airlines ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
- 30. ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens Slayt SonuSlayt Sonu