Chap015

Section 5

CONSUMER ANALYSIS AND MARKETING STRATEGY

Chapter 15. Market Segmentation and Product Positioning

Chapter 16. Consumer Behavior and Product Strategy

Chapter 17. Consumer Behavior and Promotion Strategy

Chapter 18. Consumer Behavior and Pricing Strategy

Chapter 19. Consumer Behavior, Electronic Commerce, and Channel Strategy

Chapter 15

MARKET SEGMENTATION AND PRODUCT POSITIONING

AUTHORS' OVERVIEW OF THE CHAPTER

In This Section. In this fifth section of the text, we discuss applications of the consumer behavior concepts covered in the first four sections of the book. We are concerned with the implications of consumer analysis for developing effective marketing strategies, beginning with market segmentation and positioning.

In This Chapter. In this chapter, we consider market segmentation, considered key to developing effective marketing strategies. We also discuss how products are positioned against these segments. We show how a thorough understanding of consumers, through detailed consumer analysis, is used throughout the segmentation and positioning process.

Market Segmentation. Market segmentation is one of the primary applications of consumer research. Marketers (and most marketing students) know that consumers are not all alike in their needs or responses to marketing strategies. Consumers often vary widely along many dimensions. Thus, marketers find it useful to identify groups of similar consumers--segments of the overall market--and select the most appropriate group(s) to serve.

Analyze Consumer/Product Relationship. Exhibit 15.1 presents a simple model of the key managerial tasks in market segmentation. The most important task in a successful market segmentation is the first step where marketers analyze (and attempt to understand) the relationship between consumers and the product...