現(xiàn)代營銷學(xué)課件：Chapter 7 MARKETING SEGMENTATION,TARGETING,AND POSITIONING FOR COMPETITIVE ADVANTAGE

1、Chapter 7MARKETING SEGMENTATION, TARGETING, AND POSITIONING FOR COMPETITIVE ADVANTAGEContentsMarketsMarket SegmentationMarket TargetingPositioning for Competitive AdvantageMarketsMarket: The set of all actual and potential buyers of a product or service.Micromarketing: A form of target marketing in

2、which companies tailor their marketing programs to the needs and wants of narrowly defined geographic, demographic, psychographic, or behavioral segments.Mass marketingProduct-variety marketingTarget marketingMarket Segmentation(1)Market segmentation: Dividing a market into distinct groups of buyers

3、 with different needs, characteristics, or behavior who might require separate products or marketing mixes.Market targeting: The process of evaluating each market segments attractiveness and selecting one or more segments to enter.Market positioning: Formulating competitive positioning for a product

4、 and creating a detailed marketing mix.Discussion Why segment?What is the objectives of segmentation?Why is STP so important in Marketing?Market Segmentation(2)1.Identify bases for segmenting the market2.Develop profiles of resulting segments3.Develop measures of segment attractiveness4.Select the t

5、arget segment(s)5.Develop positioning for each target segment6.Develop marketing mix for each target segmentFigure 7-1 Steps in market segmentation, targeting, and positionMarket positioningMarket targetingMarket segmentationMarket Segmentation(3)Bases for Segmenting Consumer MarketsSegmenting Busin

6、ess MarketsSegmenting International Markets Requirements for Effective Segmentation討論阻燃纖維/紡織品的細(xì)分市場 消費(fèi)者市場/產(chǎn)業(yè)市場/政府市場服裝市場的分類Bases for segmenting consumer markets(1)Geographic segmentation: Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighbo

7、rhoods. Demographic segmentation: Dividing the market into groups based on demographic variables such as age, sex, family size, family life cycle, income, occupation, education, religion, race, and nationality. -Age and life cycle stage: Dividing a market into different age and life-cycle groups. -G

8、ender segmentation: Dividing a market into different groups based on sex. -Income segmentation: Dividing a market into different income groups.Bases for segmenting consumer markets(2) Psychographic segmentation: Dividing a market into different groups based on social class, lifestyle, or personality

9、 characteristics. Behavioral segmentation: Dividing a market into groups based on consumer knowledge, attitude, use, or responses to a product. Occasions Benefits sought User status Usage rate Loyalty status Occasion segmentation: Dividing a market into groups according to occasions when buyers get

10、the idea to buy, actually make their purchase, or use the purchased item. Benefits segmentation: Dividing a market into groups according to the different benefits that consumers seek from the product. Targeting multiple segmentsTYPE OF DRINKERPERSONALITY TYPEDRINKING PATTERNSocial drinkerDriven by h

11、is own needs, particularly to achieve, and attempts to manipulate others to get what he wants. Driven by a desire to get ahead. Usually a younger person.Controlled drinker who may sometimes become high or drunk but is unlikely to be an alcoholic. Drinks primarily on weekends, holidays, and vacations

12、, usually in a social setting with friends. Drinking is seen as a way to gain social acceptance.Reparative drinkerSensitive and responsive to the needs of others and adapts to their needs by sacrificing his own aspirations. Usually middle-aged. Controlled drinker who infrequently becomes high or dru

13、nk. Drinks primarily at the end of the workday, usually with a few close friends. Views drinking as a reward for sacrifices made for others.Oceanic drinkerSensitive to the needs of others. Often a failure who blames himself for his nonachievement.Drinks heavily, especially when under pressure to ach

14、ieve. At times shows a lack of control over his drinking and is likely to become high, drunk, and even alcoholic. Drinking is a form of escape.Indulgent drinkerGenerally insensitive to others and places the blame for his failures on others lack of sensitive to him.Like the oceanic drinker, he drinks

15、 heavily, often becomes high, drunk, or alcoholic. Drinks as a form of escape.Segmenting business marketProgrammed buyersRelationship buyersTransaction buyersBargain huntersSegmenting international marketsIntermarket segmentation: Forming segments of consumers who have similar needs and buying behav

16、ior even though they are located in different countries.Requirements for effective segmentationMeasurability. The size, purchasing power, and profiles of the segments can be measured.Accessibility. the market segments can be effectively reached and served.Substantiality. The market segments are larg

17、e or profitable enough to serve.Actionability. Effective programs can be designed for attracting and serving the segments.Market TargetingEvaluating Market Segments -Segment size and growth -Segment structural attractiveness -Company Objectives and ResourcesSelecting Market Segments Target Market: A

18、 set of buyers sharing common needs or characteristics that the company decides to serve.Select market segment -undifferentiated marketingCompany marketing mixMarketA. Undifferentiated marketingUndifferentiated marketing: A market-coverage strategy in which a firm decides to ignore market segment di

19、fferences and go after the whole market with one offer.Select market segment -differentiated marketingCompany marketing mix 1Company marketing mix 2Company marketing mix 3Segment 1Segment 2Segment 3B. Differentiated marketingDifferentiated marketing: A market-coverage strategy in which a firm decide

20、s to target several market segments and designs separate offers for each.Select market segment -concentrated marketingCompany marketing mixSegment 1Segment 2Segment 3C. Concentrated marketingConcentrated marketing: A market-coverage strategy in which a firm goes after a large share of one or a few s

21、ubmarkets.Select market segment -choosing a market-coverage strategyProduct position: The way that the product is defined by consumers on important attributesthe place that the product occupies in consumers minds relative to competing products.Positioning for Competitive AdvantageCompetitive advantage: An advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify higher price