Marketing Management

demands and
respond similarly to marketing stimuli
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Target segment:
Evaluate segments

and select one or
more segments to enter

Positioning:
Create clear, distinctive, and desirable
place relative to competing products in
minds of target customers

successful marketing strategy
Identifies groups of consumers to whom a company

could effectively ”target”marketing efforts
Costs

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based on two
dimensions:
Self-orientation
Resources
VALS survey
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VALS global prototype shows basic contrasts—primary motivation—in each country. Strategic

Business Insights builds systems for specific countries to accommodate cultural differences in the relationship between attitudes and behaviors as they exist. As a result, segment descriptions are country specific.
Clients use VALS most frequently for:
Strategic planning
Consumer insights
Communication.

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insights. Good insights about customers come from more than just

product or service category or brand behavior—and from more than just demographics.
.

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15 and 64 into one of nine consumer groups on

the basis of primary motivations: Tradition, Achievement, and Self-Expression.

The sample frame consists of 62 areas that cover major geographic regions, different tier cities (one to four), and villages. China VALS projects to 516 million people. This figure is an estimate and does not include rural poor (people earning less than about $2.50 per day), floating migrants, and people living in dormitories.

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society. They do not wish to call attention to themselves.
Pacesetters want

to be recognized by peers and to be seen as having a role or social position; they may even want fame.
Preservers provide a counterbalance to the wave of ambition, the pursuit of money, and the desire for power in society.
Sustainers are loyal to a traditional way of life, even though in aspects of their daily life, they may look like other groups that are not traditional.
Traditional Achievers want to keep up with upwardly mobile Chinese but feel insecure about how and whether to do so.
Trendy Achievers have the greatest desire to be seen as successful and worthy of admiration.
Experiencers seek personal advancement and look for innovative ways to move ahead in a career or area of interest.
Adapters are similar to Experiences but do not have the explicit drive for personal advancement or exploration.
Most Provincials live in rural villages. They believe that having children and being financially responsible are important aspects of success.

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in an “active” sense

Differences between consumer
groups logically exist before

the
segmentation analysis is done

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several different levels
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firm’s goals and strengths
must fit with the needs of

the
segment

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a distinctive
place in the mind of the target
market
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Dursun

elements:
“Among [target market], [brand
name] is the brand of
[competitive

frame], that [point of
difference/single most important
claim] because
[reason to believe].”

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are the customers?
2. What is the set of needs that

the
product fulfills?
3. Why is the product the best option
to satisfy those needs?

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Product appealing to you
Write a Positioning statement
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both RU and ENG is allowed
Deadline: Monday night Feb’20
To: Olga.Dursun@gmail.com
Subject:

MM Assignment 1

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is allowed
Deadline: Monday night Feb’20
To: Olga.Dursun@gmail.com
Subject: MM Assignment 1




Olga Dursun
The

best assignment to be rewarded

PRODUCT 2
1. Who are the customers?
2. What is the set

of needs that the product fulfills?
3. Why is the product the best option
to satisfy those needs?

1. Who are the customers?
2. What is the set of needs that the product fulfills?
3. Why is the product the best option
to satisfy those needs?