2 Marketing Management 181115 PDF

Marketing Management
Dr. MSc. Ing. Jef R. Peeters

Multi Sensor Sorting 4 Upscaling
2 jef.peeters@kuleuven.be
Project proposal for KIC Raw Materials
Upscaling call
4
Lecture 2
Understanding customer behavior
5
Segmentation criteria
B2B B2C
Most is B2B!
6
Who is the customer
Complexity of customer groups
• Who are the customers?
o
o
o
o
o
o ,,,
The different actors/customers
10
Influencing consumer behavior
11
Every customer is different
• Personal
Information processing
o
o Motivation and values
o Beliefs and attitudes
o Personality
o Lifestyle
o Life cycle
• Social influences
o Culture and subculture
o Social class
o Reference group
12
cross cultural consumer characterization
13
Don’t only innovate for yourself
• 51,9 procent van de vrouwen met de Belgische nationaliteit haalde een
diploma hoger onderwijs, tegenover 39,6 van de meisjes die bij hun
geboorte geen Belg waren. Voor mannen is dat 34,7 procent bij de
Belgen tegenover 16,5 procent.
• In de huishoudens waarin een van de ouders hogere studies heeft
gedaan, is het aandeel van jongens en meisjes met een diploma van
het hoger onderwijs respectievelijk twee en drie keer zo groot als dat
in huishoudens waarin geen van beide ouders verder heeft
gestudeerd.
• Jongeren die in huishoudens met een gehuwd koppel leefden,
behaalden vaker een diploma van het hoger onderwijs dan de
anderen: 1,5 keer meer voor meisjes en 2 keer meer voor jongens
Succes in het hoger onderwijs: wat helpt?, vr 05/06/2015 - 12:19,

Kathleen Heylen 14
Reference groups
15
Reference groups
16
Reference groups
17
Qualitative research - Lead users
• Lead users:
o Face needs that will be generated in a marketplace –
but face them months or years before the bulk of that
marketplace encounters them
o Benefit significantly by obtaining a solution to their
needs
Qualitative research - Antropology
• Track behavior of groups, households, ..

• Perform surveys
• …
19
Lecture 2
Segmentation and positioning
20
Mass Marketing = Undifferentiated marketing
• Focuses on what consumers have in common rather than what's different. For
example, the original Coca-Cola was marketed to everyone.
• Focus on mass producing, mass distribution and mass promoting about the
same product in about the same way to all consumers, targeting the largest
potential market with the objective of lowest cost/highest margin
Segmenting markets = Differentiated marketing
• Prepares many separate offerings for many different

markets. Coca-Cola today offers dozens of different kinds
of coke.
Mass marketing?
So white, it can’t be whiter!
Nothing as safe as Dreft!
1000 ways to love your cloths,

only 1 way to wash it.
It’s just a matter of common sense!
23
Targeted marketing
Target marketing:
Directing a company’s effort towards serving one or more groups of
customers sharing common needs or characteristics, because some
markets can be reached more efficiently with products and services that
match the unique needs of a specific target group.
24
25
Segment marketing – differentiated marketing
26
Segment marketing – differentiated marketing
27
Niching - focused marketing
• A product for a small group or niche
Niching – focused marketing
• Through clever niching, low-share firms can be as
profitable as their large competitors.
Micro marketing - Local marketing
focus on local customer groups
Micro marketing - Local marketing
+ Can meet the demand better

+/- Creates or solves logistical problems
- Reduces economies of scale
Local marketing
https://www.youtube.com/watch?time_continue=70&v=2oqhOM_Z-Es
= customized marketing
Micro marketing
33
Customized marketing communication
34
customized production
• 3D sintered custom titanium eyewear
http://www.instructables.com/id/How-to-design-3d-printed-glasses/
35
Tailor marketing & mass customization
Tailor marketing & mass customization
• What would you like to customize ???
38
6 steps in market segmentation, targeting and
positioning
Market segmentation: Market targeting: Market positioning:

Dividing a market into The process of Arranging for a product or
distinct groups of evaluating each market service to occupy a clear,
buyers with different segment’s distinctive and desirable
needs, characteristics attractiveness and place relative to competing
or behaviour, who selecting one or more products and services in
might require separate segments to enter. the mind of the customers.
products or marketing Requires a competitive
mixes. positioning in the market
and an innovative
marketing mix
Segmentation criteria
B2C
Only multi-criteria approaches reveal segments !
40
Philips Econova LCD TV example
41
Philips Econova LCD TV example
More and more people are hanging their TV on a wall. To avoid that people thrown away the stand, the 2
in 1 stand has been developed combining the functionality of a regular table stand with the
functionality of a wall hanging system.
Wall configuration
Table configuration 42
4
2
Demographic - age
43
Demographics - gender
44
Psychographics - lifestyle
45
Behavioral segmentation - occasional
46
Behavioral segmentation – benefits sought
• Medical
• Taste
• Cosmetic
• Economic
• …
47
Behavioral segmentation – usage rate
48
Behavioral segmentation – Loyalty
49
Behavioral segmentation – Buyer-readiness
stage
50
Behavioral segmentation – attitude towards
the product or service
51
Segmentation criteria for B2B
B2B
52
Segmentation based on multiple variables
Simple segmentation based on multiple variables

Segments are developed by combining a number of variables
(within the same criterion)
Example: gender and age (both are demographic variables)
Advanced segmentation based on multiple variables

Segments are developed by combining a number of variables
(not within the same criterion)
Example: geodemographical (geographical and demographical variables)
Segmentation on multiple steps

For example to find niches
53
Market segments development
• Qualitative research
o Focus-group interviews to determine
motivations and attitudes
• Quantitative research
o Structured questionnaired to gain
information and allow analysis (>100)
• Analysis
o Factor analysis (to filter-out correlated
variables)
o Cluster analysis (to find segments)
• Validition
o Statistical validation & experiment with
the sements
• Profiling of each cluster
o Distinguishing attituted and behaviours
54
Quantitative research - CRM
(= Customer Relationship Management)
• To compare customers and analyze differences and
similarities it is useful to categorize customers using:
o Division of Corporation Finance: Standard Industrial
Classification (SIC) Code List
o Statistical Classification of Economic Activities in the
European Community, commonly referred to as NACE
Quantitative research - GfK
Effective segmentation
- Effective: The needs of the customers are relatively

homogeneous within a segment
- Measurable : Size, buying power and profiles of the need

measuring
- Accessible : Market segments need to be reached and

served
- Profitable : Large and profitable enough to server
- Actionable : Feasibility of designing programs to attract

and serve the market segment
Evaluating market segments
• Segment attractiveness
o Size (not too large)? Growth? Profitability?
Competitors? suppliers?
• Business strengths
o Core business? Long term objectives? Environment?
Social situation?
• Selecting market segments

o Suppose segment is OK → management decision
(resources, skills, ...)
(Re-) Positioning
• “The act of designing the company’s offering so that it
occupies a meaningful and distinct position in the target
customer’s mind”
• “linking your product or service to the solutions that

consumers seek and assuring that, when they think of
these needs, your brand is one of the first that comes to
mind”
59
Brand Positioning
60

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Marketing Management

Dr. MSc. Ing. Jef R. Peeters

Succes in het hoger onderwijs: wat helpt?, vr 05/06/2015 - 12:19,

• Track behavior of groups, households, ..

• Prepares many separate offerings for many different

So white, it can’t be whiter!

Nothing as safe as Dreft!

1000 ways to love your cloths,

It’s just a matter of common sense!

• A product for a small group or niche

focus on local customer groups

+ Can meet the demand better

• What would you like to customize ???

Market segmentation: Market targeting: Market positioning:

Only multi-criteria approaches reveal segments !

Simple segmentation based on multiple variables

Advanced segmentation based on multiple variables

Segmentation on multiple steps

- Effective: The needs of the customers are relatively

- Measurable : Size, buying power and profiles of the need

- Accessible : Market segments need to be reached and

- Profitable : Large and profitable enough to server

- Actionable : Feasibility of designing programs to attract

• Selecting market segments

• “linking your product or service to the solutions that

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