Professional Documents
Culture Documents
1.Survey your customers. - Surveys allow businesses to identify user needs directly.
3.Blog/Social Media. - If you actively keep up a quality blog, not only will your
customers read your blog, but they will respond to your blog. With social media,
you can reach out to your customers at any moment rather than wait for
customers to send you emails or phone calls with feedback,
Modern Ways to Connect With Customers
(cont.)
Consumers are better educated and informed than ever, and they
have the tools to verify companies claims and seek out superior
alternatives.
Customer Perceived Value (CPV)
https://en.wikipedia.org/wiki/Customer
Reizenstein 2004, pp.119.
http://ayemyomyintaung.blogspot.com/2013/01/creating-long-
term-loyalty-relationships.html
http://www.cio.com/article/2384419/online-marketing/14-
proven-ways-to-connect-with-customers.html
Analyzing Consumer
Markets
Influencing buyer behavior
Cultural factors
Social factors
Personal factors
CULTURAL FACTORS
Rachelle B. Vendicacion
Group 2
Business Market
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers
IDENTIFYING MARKET
SEGMENTS AND TARGETS
BY:
OLIVIA V. SAGARIO
Bases for Segmenting Consumer Markets
1. Descriptive Characteristics
a. Geographic Segmentation
b. Demographic Segmentation
Age and Life-Cycle Stage
Life Stage
Gender
Income
Generation
Race and Culture
c. Psychographic Segmentation
Psychographics- the science of using psychology and
demographics to better understand consumers
Lifestyle
Personality
Values
2. Behavioral segmentation
Behavioral variables
Occasions
Benefits
User status
User rate
Loyalty status
Hard-core loyals
Split loyals
Shifting loyals
Switchers
Demographic
Operating Variables
Purchasing Approaches
Situation factors
Personal Characteristics
Market Targeting
Steps in the Segmentation Process
1) Needs- Based Segmentation
2) Segment Identification
3) Segment Attractiveness
4) Segment Profitability
5) Segment Positioning
6) Segment Acid Test
7) Marketing Mix Strategy
Effective Segmentation Criteria
Four Approaches
Full Market Coverage
Multiple Segment Specialization
selective specialization
product specialization
market specialization
Single-Segment Concentration
Individual Marketing
References:
symbol
name
symbol
Top 10 Filipino Brands known globally are: Bench, San Miguel Beer, Penshoppe,
PLDT, Banco De Oro, Tanduay, Jollibee, Chowking, Philippine Airlines and Cebu
Pacific.-BlogPH.net
Building strong brands
Attributes Selection
Benefits Protection
Beliefs & Values
Brand Brand
development sponsorship
Believability Feasibility
Communicability
Sustainability
Differentiation Strategies
Form
Features Durability
Customization Reliability
Repairability
Performance quality Style
Design
Conformance quality
Service Differentiation
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance and repair
Returns
MEANS OF DIFFERENTIATION
Employee differentiationChannel
Channel differentiation
Image differentiation
Services differentiation
Brand Mantras
Communicate
Simplify
Inspire
EMOTIONAL BRANDING
Mystery
Sensuality
Intimacy
Analyzing potential threats