清華MBA系列：消費(fèi)行為學(xué)—Lec2ppt課件

1、Lecture 2Consumer BehaviorBuying, Having, and BeingMichael R. SolomonMarket Segmentation.Marketing StrategySelection of target markets (segments)Development of effective marketing programs to “win these markets.Market SegmentationThe process of dividing a potential market into distinct subsets of co

2、nsumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.Three Phases of Marketing StrategyPhase 1: Market SegmentationPhase 2: Target Market and Marketing Mix SelectionPhase 3: Product/Brand Positioning.Bases for SegmentationGeographic SegmentationDe

3、mographic SegmentationPsychological SegmentationPsychographic SegmentationSociocultural SegmentationUse-Related SegmentationUsage-Situation SegmentationBenefit SegmentationHybrid Segmentation Approaches.Geographic SegmentationThe division of a total potential market into smaller subgroups on the bas

4、is of geographic variables (e.g., region, state, or city).Demographic SegmentationAgeSexMarital StatusIncome, Education, and Occupation.AgeAge EffectOccurrences due to chronological ageCohort EffectsOccurrences due to growing up during a specific time period.Sex Traditional roles of men and women in

5、 purchasesChanging sex rolesDual-income householdsWorking women less accessible through traditional media.Marital StatusHouseholds as a consuming unitSinglesDivorcedSingle parentsDual-income married.Income, Education, and Occupation Income often combined with other variables for segmentationThe thre

6、e variables tend to be correlated.Psychological SegmentationMotivationsPersonalityPerceptionsLearningAttitudes.AIOsPsychographic (lifestyle) variables that focus on activities, interests, and opinions. .Table 2.1 Excerpts from AIO InventoryInstructions: Please read each statement and place an “x in

7、the box that best indicates how strongly you “agree or “disagree with the statement.I feel that my life is moving faster and faster, sometimes just too fast.If I could consider the “pluses and “minuses, technology has been good for me.I find that I have to pull myself away from .Given my lifestyle,

8、I have more of a shortage of time than money.I like the benefits of the Internet, but I often dont have the time to take advantage of them.12345671234567123456712345671234567Agree CompletelyDisagree Completely.Table 2.2 A Hypothetical Psychographic Profile of the Techno-Road-WarriorSends and/or rece

9、ives 15 or more messages a weekRegularly visits Web sites to gather information and/or to comparison shopOften buys personal items via 800 numbers and/or over the InternetMay trade stocks and/or make travel reservations over the InternetEarns $100,000 or more a year.Sociocultural SegmentationFamily

10、Life CycleSocial ClassCulture, Subculture, and Cross-Culture.Family Life CyclePhases a family goes through in their formation, growth, and final dissolutionBachelorhoodHoneymoonersParenthoodPost-parenthoodDissolutionExplicit basis: marital status, family statusImplicit basis: age, income, employment

11、.Use-Related SegmentationRate of UsageHeavy vs. LightAwareness StatusAware vs. UnawareBrand LoyaltyBrand Loyal vs. Brand Switchers.Usage-Situation SegmentationSegmenting on the basis of special occasions or situations.Benefit SegmentationSegmenting on the basis of the most important and meaningful b

12、enefitToothpaste can be bought forGood tasteFresh breathWhite teethCavity protection.Hybrid Segmentation ApproachesPsychographic-Demographic ProfilesGeodemographic SegmentationSRI Consultings Values and Lifestyle System (VALSTM).Table 2.3 Demographic-Psychographic Profile of NewsweekTotal adult read

13、ers 19,593,000MenProfessionals/ ManagersAge 35-49Household income $100,000MarriedOwn laptop PCSpent $3000+ on vacation last year% Index100.0 10055.9 11735.3 17436.5 11425.1 17262.4 10912.0 15012.3 164.STRUGGLERSFULFILLEDSBELIEVERSACHIEVERSEXPERIENCERSSTRIVERSMAKERSLow ResourcesHigh ResourcesAction O

14、rientedStatus OrientedPrinciple OrientedACTUALIZERSVALS.VALS 2 Segments and Participation in Selected Sports.Criteria For Effective Targeting of Market SegmentsIdentificationSufficiencyStabilityAccessibilityResponsiveness.Table 2.4 Market SegmentationOccupationSEGMENTATION BASESELECTED SEGMENTATION

15、VARIABLESGeographic SegmentationClimateDensity of areaCity SizeRegionSouthwest, Mountain States, Alaska, HawaiiMajor metropolitan areas, small cities, townsUrban, suburban, exurban, ruralTemperate, hot, humid, rainyDemographic SegmentationIncomeMarital statusSexAgeUnder 11, 12-17, 18-34, 35-49, 50-6

16、4, 65-74, 75-99, 100+Male, femaleSingle, married, divorced, living together, widowedUnder $25,000, $25,000-$34,999, $35,000-$49,999, $50,000-$74,999, $75,000-$99,999, $100,000 and overEducationSome high school, high school graduate, some college, college graduate, postgraduateProfessional, blue-coll

17、ar, white-collar, agricultural, military.Table 2.5, continuedSEGMENTATION BASESELECTED SEGMENTATION VARIABLESPsychological SegmentationLearning-involvementPerceptionPersonalityNeeds-motivationShelter, safety, security, affection, sense of self-worthExtroverts, novelty seeker, aggressives, low dogmat

18、icsLow-risk, moderate-risk, high-riskLow-involvement, high-involvementPsychographicSubcultures (Race/ethnic)ReligionCultures(Lifestyle) SegmentationEconomy-minded, couch potatoes, outdoors enthusiasts, status seekersAmerican, Italian, Chinese, Mexican, French, PakistaniCatholic, Protestant, Jewish,

19、Moslem, otherAfrican-American, Caucasian, Asian, HispanicFamily life cycleSocial classLower, middle, upperBachelors, young married, full nesters, empty nestersAttitudesPositive attitude, negative attitudeSociocultural Segmentation.SEGMENTATION BASESELECTED SEGMENTATION VARIABLESUse-Related Segmentat

20、ionBrand loyaltyAwareness statusUsage rateHeavy users, medium users, light users, non usersUnaware, aware, interested, enthusiasticNone, some, strongUsage-Situation SegmentationLocationObjectiveTimeLeisure, work, rush, morning, nightPersonal, gift, snack, fun, achievementHome, work, friends home, in-storePersonSelf, family members, friends, boss, peersBenefit SegmentationConvenience, social acceptance, long l