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Part One Introduction to Integrated Marketing Communications
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 2-10 Viagra uses
different appeals for the
same product in different
segments
I. Introduction to Integrated
Marketing
Communications
2. The Role of IMC in the
Marketing Process
© The McGraw−Hill
Companies, 2003
can about the market: What needs are not being fulfilled? What benefits are being
sought? What characteristics distinguish among the various groups seeking these
products and services? A number of alternative segmentation strategies may be used.
Each time a specific segment is identified, additional information is gathered to help
the marketer understand this group.
For example, once a specific segment is identified on the basis of benefits sought, the
marketer will examine lifestyle characteristics and demographics to help characterize
this group and to further its understanding of this market. Behavioristic segmentation
criteria will also be examined. In the purchase of ski boots, for example, specific benefits
may be sought—flexibility or stiffness—depending on the type of skiing the buyer
does. All this information will be combined to provide a complete profile of the skier.
A number of companies now offer research services to help marketing managers
define their markets and develop strategies targeting them. The VALS and PRIZM systems
discussed earlier are just a few of the services offered; others use demographic,
socioeconomic, and geographic data to cluster consumer households into distinct
“microgeographic” segments.
Whether these microunits meet the criteria for useful segmentation is determined by
the user of the system. A national company might not attempt to define such small segments,
but it could be useful for companies operating within one city or geographic area.
After completing the segmentation analysis, the marketer moves to the third phase
shown in Figure 2-2: targeting a specific market.
Selecting a Target Market
The outcome of the segmentation analysis will reveal the market opportunities available.
The next phase in the target marketing process involves two steps: (1) determining
how many segments to enter and (2) determining which segments offer the most
potential.
Determining How Many Segments to Enter Three market coverage
alternatives are available. Undifferentiated marketing involves ignoring segment
differences and offering just one product or service to the entire market. For example,
when Henry Ford brought out the first assembly-line automobile, all potential consumers
were offered the same basic product: a black Ford. For many years, Coca-Cola
offered only one product version. While this standardized strategy saves the company
money, it does not allow the opportunity to offer different versions of the product to
different markets.
Differentiated marketing involves marketing in a number of segments, developing
separate marketing strategies for each. The Viagra ads in Exhibit 2-10 reflect this
strategy. Notice how the two ads differ given alternate target markets and media.