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9/18/2005
Segmentation
1
Segmentation

Strategic Marketing for Nonpr= ofit Organizations

Strategic Marketing for Nonpr= ofit Organizations
Alan R. Andreasen & Philip Kotler 
Chapter 6 (p. 142-160)=
Ken Nash
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=
9/18/2005
Segmentation
2
The First Element
of Marketing Strategy:
Approach toward ma= rket targets or 
Market Segmentation
= (Andreasen & Kotler, p.143)
n2 Fundamental Challenges of Nonprofit Marketers:
n1.  Choose Audiences – the segmentation problem&= #13;
= n2.  Choose Behavior – the positioning problem
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=
9/18/2005
Segmentation
3
THE GOOD NEWS:<= /u>
“Technology has made individualized approaches fostered by target marketing or segmentation to = be much more cost effective – e.g. Internet, di= rect mail and sophisticated software.”
(Andreasen & Kotler, p.143)
= nThe Marketing Choice:
= nEconomy of Scale - OR - Diversity
= nOne Size Fits All - OR - Segmentation
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=
9/18/2005
Segmentation
4
Two Stages of Segmentation Strategy:
 (See Figure 6-1 Andreasen & Kotler p. 144)
nDEVELOPING MARKET SEGMENTS =
n 1.  Bases for Segmenting:
ü Profiles of resulting segments
n Measures of segment attractiveness
n 2.  Conceptualization & Research Stage
nTARGET MARKETING
n 1.  Selecting= – 1 or more market segments
n 2.  Deciding = – how many resources & of what kind to apply
n 3.  Develop= ing – positioning & marketing mix strategy for each