andPositioning(營(yíng)銷管理,菲利普·科特勒教材)

1、2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChapter 8Market Segmentation, Targeting, and Positioning2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kot

2、ler, Bowen, and Makens“The mythological, homogeneous America is gone. We are a mosaic of minorities.” -Joel Weiner2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitalit

3、y and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChapter Objectives Explain market segmentation and identify several possible bases for segmenting markets List and distinguish among the requirements for effective segmentation 2006 Pearson Education, Inc. Marketing for

4、Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChapter Objectives Outline the process of evaluating market segments Illustra

5、te the concept of positioning for competitive advantage Discuss choosing and implementing a positioning strategy2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality

6、and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensMarkets A market is all actual and potential buyers of a product or service 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson

7、Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensStages of Marketing Mass marketing Product-variety marketing Target marketing Micromarketing Customized marketing 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism

8、, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensMarket Segmentation Geographic Segmentation Demographic Segmentation Psychographic Segmentation Beha

9、vior Segmentation2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensGeographic Segmen

10、tation Dividing the market into different geographic units Nations States Regions Counties Cities Neighborhoods 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality

11、and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensDemographic Segmentation Dividing the market into groups based on demographic variables Age Gender Income Occupation2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 0745

12、8 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensPsychographic Segmentation Dividing buyers into different groups based on social class, lifestyle, and personality characteristics2006 Pears

13、on Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensBehavior Segmentation Buyers are divided int

14、o groups based on their knowledge, attitude, and use or response to a product The best starting point for building market segments Types Special occasion segmentation Benefits sought User status Usage rate Loyalty status Buyer readiness stage2006 Pearson Education, Inc. Marketing for Hospitality and

15、 Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensRequirements for Effective Segmentation Measurability Accessibility Substantiality Actionabi

16、lity2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens Size, purchasing power, profi

17、les of segments can be measured. Segments can be effectively reached and served. Segments are large or profitable enough to serve. MeasurableAccessibleSubstantialActionable Effective programs can be designed to attract and serve the segments.Requirements for Effective Segmentation2006 Pearson Educat

18、ion, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensMarket Targeting Evaluating Market Segments Selecting

19、 Market Segments Choosing a Market-Coverage Strategy2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler,

20、 Bowen, and MakensEvaluating Market Segments Segment Size and Growth Segment Structural Attractiveness Company Objectives and Resources 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Ma

21、rketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSelecting Market Segments Undifferentiated Marketing Bifurcated Marketing Differentiated Marketing Concentrated Marketing 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edit

22、ionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChoosing a Market Coverage Strategy Company resources Degree of product homogeneity Market homogeneity Competi

23、tors strategies 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensPositioning Strate

24、gies Products can be positioned on specific attributes or against another product class2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionU

25、pper Saddle River, NJ 07458 Kotler, Bowen, and MakensChoosing and Implementing a Positioning Strategy1.Identifying a set of possible competitive advantages upon which to build a position 2.Selecting the right competitive advantages 3.Effectively communicating and delivering the chosen position to a

26、carefully selected target market 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensP

27、roduct Differentiation Physical Attribute Differentiation Service Differentiation Personnel Differentiation Location Differentiation Image Differentiation 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson

28、 Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSelecting the Right Competitive Advantages Avoid: Underpositioning - failing ever to position the company at all Overpositioning - giving buyers too narrow a picture of the compan

29、y Confused positioning - leaving buyers with a confused image of a company 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle

30、River, NJ 07458 Kotler, Bowen, and MakensSelecting the Right Competitive Advantages Brand differences should meet the following criteria prior to marketing: Important Distinctive Superior Communicable Preemptive Affordable Profitable2006 Pearson Education, Inc. Marketing for Hospitality and Tourism,

31、 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensPositioning Measurement Perceptual mapping is a research tool used to measure a brands position2006 P

32、earson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensPositioning map of service level versus

33、price. (From Christopher Lovelock, Services Marketing, Upper Saddle River, NJ: Prentice Hall, 1996, p.178.)Perceptual Map2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hos

34、pitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensBest Practices Carnival Cruise lines Southwest Airlines2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, I

35、nc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensKey Terms Behavioral segmentation Benefit segmentation Competitive advantage Competitors strategies 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle

36、River, NJ 07458 Kotler, Bowen, and Makens2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensKey Terms Confused positioning Customized marketing Degree of product homogeneity Demographic segmentation 2006 Pearson Education, Inc.