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Chapter
9
Types of Markets:
There are two type of market.
a)
Consumer product:
Goods and services purchased by the ultimate consumer for
personal use.
b)
Business product:
Goods and services purchased for use directly or indirectly in
the production of other products for resale.
Producer
à
X (reseller)
à
product
à
Y (consumer)
Product is business product for X and it is consumer product for
Y.
Segmentation:
Process of dividing the total market into relatively homogeneous
group. We can’t reach all of the market and we have to do market
segmentation.
1)
Demographic Segmentation:
a)
Gender: Segmenting by gender. Male or Female.
b)
Age: Segmenting by age. Ex: Adult/Child, Teenage, 18-25, middle
aged.
c)
Household types: how many people living in house.
d)
Income & Expenditure: We have to know people purchasing power.
Their incomes and expenditures are the important for us to
determine our target audiences.
e)
Family Lifecycle styles: Every family has a different life
style.
2)
Psychographic Segmentation:
a)
AIO: Attitude / Interest / Opinion
à
all of them are purchasing decision.
Attitude: Beliefs, Feelings, Behaviors. Arabayı beğenirim ama
maddi imkanım yok.
Interest: Football, Technology. Fenerbahçe ürünlerine karşı olan
ilgi.
Opinion: Kişilerin fikirleri, düşünceleri.
b)
VALS: Values / Attitudes / Lifestyles.
Values: Mesela annelerin değeri. Kimi ülkede anneler günü önemli
kimisinde değil.
Lifestyles: Kişilerin kendilerine gore yaşadıkları hayat biçimi.
c)
Psychographics:
·
Strivers: En üst derecedeki insanlardır. Gelirleri yüksek ve
maddi güçleri var.
·
Achievers: Başarılı insanlardır ve strivers gibi maddi güçleri
vardır.
·
Pressured: Özellikle bayanlara ait bir kesimdir ve baskıya maruz
kalırlar.
·
Adapters: Who needs to see it before then buy it.
·
Traditionals: They don’t change their life. They don’t like new
things.
3)
Geographic Segmentation:
Dividing a population into homogenous groups on the basis of
population locations.
4)
Product Related Segmentation:
·
Segmenting by benefit sought:
Mc Donald’s: Fast Service
à
Drive thru Service
à
Time Benefit
·
Segmenting by usage rate:
Alp 10 adet, Yakup 12 adet, Murat 20 adet, Asli 30 adet, Ahmet 6
adet.
High: Murat, Asli Medium: Alp, Yakup Low:
Ahmet
·
Segmenting by brand loyalty: Markaya olan bağımlılık ve sadakata
gore segment yapmak. Ör: Coca-cola satarsanız onun loyal
müşterilerine bakarsınız.
Target Market Decision Analysis:
·
Undifferentiated Marketing: Tek bir ürün üretilir ve herkese o
satılır.
Ex: Su, ekmek.
·
Differentiated Marketing: Birçok çeşit üretilir, farklı fiyatlar
olabilir, aynı yerlerde satılır fakat farklı promotion
strategyleri uygulanır.
Ex: Diş macunu. Değişik çeşitleri üretilir ve farklı
tanıtımlarla halka sunulur.
·
Concentrated Market: Limited target consumer & limited market.
Ex: Ferrari producing limited car and have limited customers.
Selecting a Strategy:
i.
Company resources
ii.
Product homogeneity
iii.
Stage in the product life cycle
iv.
Competitors strategies
·
Positioning: Marketing strategy aimed at a specific market
segment and designed to achieve a certain position in the
buyer’s mind.
Tylenolun gentlenessi yüksekti fakat effectivenessi düşüktü. Ve
bir strateji geliştirip extra strength tylenolu üretip
effectiveness te advili geçti. Rekabette böyle firmalar böyle
atılımlarla rakiplerine üstünlük sağlayabiliyorlar. Product
positioning bu yüzden önemlidir.
Chapter 10
Product
à
tangible
à
consumer products or business products.
Service
à
intangible.
A.
Consumer Products:
(Convenience Products):
1)
Impulse Items: Film, snack
foods, magazine.
2)
Staples: Gasoline, bread,
milk.
3)
Emergency Items: Candies,
bandages, antiseptic cream, minor plumbing supplies.
These are cheap products. They are the
part of our life.
B.
Shopping Products:
1)
Homogenous: Whitegoods.
2)
Heterogeneous: Furniture,
Home computers.
C.
Specialty Products: Luxury
cars, designer clothing, health foods.
D.
Unsought Products: Life
insurance, self-improvement courses, cemetery plots.
You need it but someone imposing you to
buy it.
Chapter 1-2-3
Chapter 5-6 |
