Lectures Marketing management: Chapter 8 - ThS. Nguyễn Tiến Dũng

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● Market growth
● Market requirements

● Competitors: Five Forces Model
● Company objectives and resources
● Objectives
● Resources


Five Forces Model by Michael Porter

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Possible Levels of Segmentation

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Three Target-Market Strategies
● Undifferentiated marketing
● Focused marketing

● Differentiated marketing

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Five Target-Market Strategies
● Single-segment concentration
● Selective specialization
● Product specialization
● Market specialization
● Full market segment:
● Differentiated marketing
● Undifferentiated marketing

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Undifferentiated marketing

Marketingmix

The market

● Assumptions: customers are

similar in terms of wants and
affordability
● A single marketing-mix for all
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Focused marketing strategy
Market segment 1

Marketing-mix

Market segment 2
Market segment 3

● Customers are different in terms of wants and affordability
● One or few market segments
● For each segment, design a product form and a marketing-

mix for this segment.

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Differentiated marketing
Marketing-mix 1

Market Segment 1
Market Segment 2

Marketing-mix 2
Market Segment 3
●
●
●

Assumtion: Customers are different in tastes and ability to pay
Many segments or all segments to serve.
For each segment, design a product form and a marketing-mix program for this segment.

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Target-Market Strategies by Product and Market

Full Market Coverage
• Differentiated marketing
• Undifferentiated marketing

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A niche market
■ A market segment with
small sizes, often be
ignored by large
corporations
■ TD:
■ Motorbikes for
handicapped people
■ Moon cakes for dietseeking people