MARK1012 Chapter Notes - Chapter 6-7: Panel Data, Ipsos, Psychographic
MARK1012 CHAP 6 & 7
Chapter 6: Segmentation, Targeting & Positioning
The segmentation, targeting & positioning process
Step 1 (segmentation) Strategy or objectives
Step 2 (segmentation) Segmentation methods: geographic, demographic
segmentation, psychographics, benefit, behavioural & geo-demographic segmentation.
Step 3 (targeting) Evaluate segment attractiveness: Identifiable, substantial, reachable,
responsive & profitable
Step 4 (targeting) Select target market: targeting strategies (differentiated,
concentrated, micro marketing or one-to-one & undifferentiated or mass marketing.
Step 5 (positioning) Identify and develop positioning strategy: value proposition &
positioning using perceptual mapping
Chapter 7: Marketing Research
The Marketing Research Process
Step 1: Defining the objectives and research needs
Step 2: Designing the research
Step 3: Data collection process
Step 4: Analysing data and developing insights
Step 5: Action plan and implementation
Secondary data
Inexpensive external secondary data: data quick access with relatively low cost eg.
Australian Bureau of Statistics data
Syndicated external secondary data
-Syndicated data: data available for a fee eg. Data from Commercial research firms like
Ipsos Australia
-Scanner data: obtained from scanner readings of UPC labels at check-out counters
Panel data: info collected from consumers organised in a panel (group) overtime
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Document Summary
Step 2 (segmentation) segmentation methods: geographic, demographic segmentation, psychographics, benefit, behavioural & geo-demographic segmentation. Step 3 (targeting) evaluate segment attractiveness: identifiable, substantial, reachable, responsive & profitable. Step 4 (targeting) select target market: targeting strategies (differentiated, concentrated, micro marketing or one-to-one & undifferentiated or mass marketing. Step 5 (positioning) identify and develop positioning strategy: value proposition & positioning using perceptual mapping. Step 1: defining the objectives and research needs. Inexpensive external secondary data: data quick access with relatively low cost eg. australian bureau of statistics data. Syndicated data: data available for a fee eg. data from commercial research firms like. Scanner data: obtained from scanner readings of upc labels at check-out counters. Panel data: info collected from consumers organised in a panel (group) overtime. Data mining: statistical analysis tools that uncover unknown patterns or relationships in data. Marketing researchers should obtain permission to collect information on consumers. Collected data should be used for only conducting marketing research.
