BUAD-307 Marketing Fundamentals Lecture week 3 -
5
a relatively homogeneous customer group that will react similarly
Market segment
to a particular marketing mix.
identifia
ble
the goal to find segments that are
sizable
accessi
ble
congrue
nt
- identify benefits/attributes most important to customers
- determine value customers place on attributes
Steps for segmenting consumer - group people according to which product attributes are important to them
markets - determine other identifying variables that distinguish the same groups
- assess segment attractiveness
Types of Segmentation (in class) geographic, demographic, psychographic, usage behavioral, affiliation,
profitability
describes the customer in terms of age, family size, family life cycle,
Demographic segmentation
gender, income, occupation, education, religion, race, generation,
nationality, and or social class.
divides buyers into different groups based on social class, lifestyle,
Psychographic Segmentation
or personality traits
This refers to segmenting customers based on the specific
advantages or attributes they desire from a product or service.
Benefits sought
It helps identify why a customer would be interested in a
product. For example, some customers might seek reliability, while
others may prioritize innovation.
divides market based on consumer's uses, knowledge, or attitudes
usage behavior segmentation
toward product. describes how consumers interact with the
product.
identifies customers groups based on their profession or
affiliation segmentation organizations to which they belong.
ex. USC alumni, marines, teachers....
, profitability segmentation
innovators -> early adopters -> early
majority -> late majority -> laggards
Product diffusion curve
the sets of buyers sharing common needs or characteristics that
Target Market
an organization decides to serve.
Undifferentiated Marketing 無差異 Appeals to a broad spectrum of peopleEfficient due to
化營銷 economies of scaleEffective only when most consumers have
similar needs (one product for the whole market)
Develops one or more products for several segments with
different product needsCommunicate products benefits differently
Differentiated Marketing to each segment 向每個細分市場傳達不同的產品優勢 Appropriate
when consumers are choosing among well-known
brands with distinctive images 適合消費者選擇形象鮮明的知名品牌時
Focusing efforts on offering one or more products to a single
Concentrated Marketing
segmentUseful for smaller firms that do not have the resources
to serve all markets
being first
Positioning strategies positioning as a follower. ex. from facebook to snapchat to instagram…
repositioning: altering a brand’s market identity
- test where unmet customer needs potentially exist
Positioning Map - identify where competitors might be vulnerable
- gain insights into how an under-performing product might be repositioned.
-Character - identify the role you want to program to play. (ex.
“you are a brand manager for Starbucks and responsible
for…”)
- Request - the task you want ChatGPT to complete. (ex. “create
3 new consumer packaged goods concepts that are health
C.R.E.A.T.E framework
oriented”)
- Examples – Optional, but can help program better
understand what you are seeking.
-Adjustments ****– Additional statements to help shape the results.
(ex. “customer should be over age 21.”)
-Type of output ****– Result format. (ex. “write your output in bullet point form.”)
- Extras ****– Additional qualifying instructions. (ex. “explain your thinking.”)
identify the role you want to program to play. (ex. "you are a brand
Character
manager for Starbucks and responsible for...")
the task you want ChatGPT to complete. (ex. "create 3 new
Request
consumer packaged goods concepts that are health oriented")
Examples Optional, but can help program better understand what you are seeking.
Additional statements to help shape the results. (ex. "customer
Adjustments
should be over age 21.")
Type of output Result format. (ex. "write your output in bullet point form.")
Extras Additional qualifying instructions. (ex. "explain your thinking.")
5
a relatively homogeneous customer group that will react similarly
Market segment
to a particular marketing mix.
identifia
ble
the goal to find segments that are
sizable
accessi
ble
congrue
nt
- identify benefits/attributes most important to customers
- determine value customers place on attributes
Steps for segmenting consumer - group people according to which product attributes are important to them
markets - determine other identifying variables that distinguish the same groups
- assess segment attractiveness
Types of Segmentation (in class) geographic, demographic, psychographic, usage behavioral, affiliation,
profitability
describes the customer in terms of age, family size, family life cycle,
Demographic segmentation
gender, income, occupation, education, religion, race, generation,
nationality, and or social class.
divides buyers into different groups based on social class, lifestyle,
Psychographic Segmentation
or personality traits
This refers to segmenting customers based on the specific
advantages or attributes they desire from a product or service.
Benefits sought
It helps identify why a customer would be interested in a
product. For example, some customers might seek reliability, while
others may prioritize innovation.
divides market based on consumer's uses, knowledge, or attitudes
usage behavior segmentation
toward product. describes how consumers interact with the
product.
identifies customers groups based on their profession or
affiliation segmentation organizations to which they belong.
ex. USC alumni, marines, teachers....
, profitability segmentation
innovators -> early adopters -> early
majority -> late majority -> laggards
Product diffusion curve
the sets of buyers sharing common needs or characteristics that
Target Market
an organization decides to serve.
Undifferentiated Marketing 無差異 Appeals to a broad spectrum of peopleEfficient due to
化營銷 economies of scaleEffective only when most consumers have
similar needs (one product for the whole market)
Develops one or more products for several segments with
different product needsCommunicate products benefits differently
Differentiated Marketing to each segment 向每個細分市場傳達不同的產品優勢 Appropriate
when consumers are choosing among well-known
brands with distinctive images 適合消費者選擇形象鮮明的知名品牌時
Focusing efforts on offering one or more products to a single
Concentrated Marketing
segmentUseful for smaller firms that do not have the resources
to serve all markets
being first
Positioning strategies positioning as a follower. ex. from facebook to snapchat to instagram…
repositioning: altering a brand’s market identity
- test where unmet customer needs potentially exist
Positioning Map - identify where competitors might be vulnerable
- gain insights into how an under-performing product might be repositioned.
-Character - identify the role you want to program to play. (ex.
“you are a brand manager for Starbucks and responsible
for…”)
- Request - the task you want ChatGPT to complete. (ex. “create
3 new consumer packaged goods concepts that are health
C.R.E.A.T.E framework
oriented”)
- Examples – Optional, but can help program better
understand what you are seeking.
-Adjustments ****– Additional statements to help shape the results.
(ex. “customer should be over age 21.”)
-Type of output ****– Result format. (ex. “write your output in bullet point form.”)
- Extras ****– Additional qualifying instructions. (ex. “explain your thinking.”)
identify the role you want to program to play. (ex. "you are a brand
Character
manager for Starbucks and responsible for...")
the task you want ChatGPT to complete. (ex. "create 3 new
Request
consumer packaged goods concepts that are health oriented")
Examples Optional, but can help program better understand what you are seeking.
Additional statements to help shape the results. (ex. "customer
Adjustments
should be over age 21.")
Type of output Result format. (ex. "write your output in bullet point form.")
Extras Additional qualifying instructions. (ex. "explain your thinking.")
