xxMBA系列課件消費(fèi)行為學(xué)

Lecture2ConsumerBehavior

Buying,Having,andBeing

MichaelR.SolomonMarketSegmentationLecture2ConsumerBehavior

BuyMarketingStrategySelectionoftargetmarkets(segments)Developmentofeffectivemarketingprogramsto“win”thesemarketsMarketingStrategySelectionofMarketSegmentationTheprocessofdividingapotentialmarketintodistinctsubsetsofconsumersandselectingoneormoresegmentsasatargetmarkettobereachedwithadistinctmarketingmix.MarketSegmentationTheprocessThreePhasesofMarketingStrategyPhase1:MarketSegmentationPhase2:TargetMarketandMarketingMixSelectionPhase3:Product/BrandPositioningThreePhasesofMarketingStraBasesforSegmentationGeographicSegmentationDemographicSegmentationPsychologicalSegmentationPsychographicSegmentationSocioculturalSegmentationUse-RelatedSegmentationUsage-SituationSegmentationBenefitSegmentationHybridSegmentationApproachesBasesforSegmentationGeographGeographicSegmentationThedivisionofatotalpotentialmarketintosmallersubgroupsonthebasisofgeographicvariables(e.g.,region,state,orcity).GeographicSegmentationThedivDemographicSegmentationAgeSexMaritalStatusIncome,Education,andOccupationDemographicSegmentationAgeAgeAgeEffectOccurrencesduetochronologicalageCohortEffectsOccurrencesduetogrowingupduringaspecifictimeperiodAgeAgeEffectSexTraditionalrolesofmenandwomeninpurchasesChangingsexrolesDual-incomehouseholdsWorkingwomenlessaccessiblethroughtraditionalmediaSexTraditionalrolesofmenaxxMBA系列課件消費(fèi)行為學(xué)MaritalStatusHouseholdsasaconsumingunitSinglesDivorcedSingleparentsDual-incomemarriedMaritalStatusHouseholdsasaIncome,Education,andOccupationIncomeoftencombinedwithothervariablesforsegmentationThethreevariablestendtobecorrelatedIncome,Education,andOccupatPsychologicalSegmentationMotivationsPersonalityPerceptionsLearningAttitudesPsychologicalSegmentationMotixxMBA系列課件消費(fèi)行為學(xué)xxMBA系列課件消費(fèi)行為學(xué)xxMBA系列課件消費(fèi)行為學(xué)AIOsPsychographic(lifestyle)variablesthatfocusonactivities,interests,andopinions.AIOsPsychographic(lifestyle)Table2.1ExcerptsfromAIOInventoryInstructions:Pleasereadeachstatementandplacean“x”intheboxthatbestindicateshowstronglyyou“agree”or“disagree”withthestatement.Ifeelthatmylifeismovingfasterandfaster,sometimesjusttoofast.IfIcouldconsiderthe“pluses”and“minuses,”technologyhasbeengoodforme.IfindthatIhavetopullmyselfawayfrome-mail.Givenmylifestyle,Ihavemoreofashortageoftimethanmoney.IlikethebenefitsoftheInternet,butIoftendon’thavethetimetotakeadvantageofthem.[1] [2] [3] [4] [5] [6] [7][1] [2] [3] [4] [5] [6] [7][1] [2] [3] [4] [5] [6] [7][1] [2] [3] [4] [5] [6] [7][1] [2] [3] [4] [5] [6] [7]AgreeCompletelyDisagreeCompletelyTable2.1ExcerptsfromAIOITable2.2AHypotheticalPsychographicProfileoftheTechno-Road-WarriorSendsand/orreceives15ormoree-mailmessagesaweekRegularlyvisitsWebsitestogatherinformationand/ortocomparisonshopOftenbuyspersonalitemsvia800numbersand/orovertheInternetMaytradestocksand/ormaketravelreservationsovertheInternetEarns$100,000ormoreayearTable2.2AHypotheticalPsycxxMBA系列課件消費(fèi)行為學(xué)SocioculturalSegmentationFamilyLifeCycleSocialClassCulture,Subculture,andCross-CultureSocioculturalSegmentationFamiFamilyLifeCyclePhasesafamilygoesthroughintheirformation,growth,andfinaldissolutionBachelorhoodHoneymoonersParenthoodPost-parenthoodDissolutionExplicitbasis:maritalstatus,familystatusImplicitbasis:age,income,employmentFamilyLifeCyclePhasesafamiUse-RelatedSegmentationRateofUsageHeavyvs.LightAwarenessStatusAwarevs.UnawareBrandLoyaltyBrandLoyalvs.BrandSwitchersUse-RelatedSegmentationRateoUsage-SituationSegmentationSegmentingonthebasisofspecialoccasionsorsituationsUsage-SituationSegmentationSexxMBA系列課件消費(fèi)行為學(xué)BenefitSegmentationSegmentingonthebasisofthemostimportantandmeaningfulbenefitToothpastecanbeboughtforGoodtasteFreshbreathWhiteteethCavityprotectionBenefitSegmentationSegmentingxxMBA系列課件消費(fèi)行為學(xué)HybridSegmentationApproachesPsychographic-DemographicProfilesGeodemographicSegmentationSRIConsulting’sValuesandLifestyleSystem(VALSTM)HybridSegmentationApproachesTable2.3Demographic-PsychographicProfileofNewsweekTotaladultreaders19,593,000MenProfessionals/ManagersAge35-49Householdincome>$100,000MarriedOwnlaptopPCSpent$3000+onvacationlastyear% Index100.010055.911735.317436.511425.117262.410912.015012.3

164Table2.3Demographic-PsychogrSTRUGGLERSFULFILLEDSBELIEVERSACHIEVERSEXPERIENCERSSTRIVERSMAKERSLowResourcesHighResourcesActionOrientedStatusOrientedPrincipleOrientedACTUALIZERSVALSSTRUGGLERSFULFILLEDSBELIEVERSAVALS2SegmentsandParticipationinSelectedSportsVALS2SegmentsandParticipatCriteriaForEffectiveTargetingofMarketSegmentsIdentificationSufficiencyStabilityAccessibilityResponsivenessCriteriaForEffectiveTargetiTable2.4MarketSegmentationOccupationSEGMENTATIONBASESELECTEDSEGMENTATIONVARIABLESGeographicSegmentationClimateDensityofareaCitySizeRegionSouthwest,MountainStates,Alaska,HawaiiMajormetropolitanareas,smallcities,townsUrban,suburban,exurban,ruralTemperate,hot,humid,rainyDemographicSegmentationIncomeMaritalstatusSexAgeUnder11,12-17,18-34,35-49,50-64,65-74,75-99,100+Male,femaleSingle,married,divorced,livingtogether,widowedUnder$25,000,$25,000-$34,999,$35,000-$49,999,$50,000-$74,999,$75,000-$99,999,$100,000andoverEducationSomehighschool,highschoolgraduate,somecollege,collegegraduate,postgraduateProfessional,blue-collar,white-collar,agricultural,militaryTable2.4MarketSegmentationTable2.5,continuedSEGMENTATIONBASESELECTEDSEGMENTATIONVARIABLESPsychologicalSegmentationLearning-involvementPerceptionPersonalityNeeds-motivationShelter,safety,security,affection,senseofself-worthExtroverts,noveltyseeker,aggressives,lowdogmaticsLow-risk,moderate-risk,high-riskLow-involvement,high-involvementPsychographicSubcultures(Race/ethnic)ReligionCultures(Lifestyle)SegmentationEconomy-minded,couchpotatoes,outdoorsenthusiasts,statusseekersAmerican,Italian,Chinese,Mexican,French,PakistaniCatholic,Protestant,Jewish,Moslem,otherAfrican-American,Caucasian,Asian,HispanicFamilylifecycleSocialclassLower,middle,upperBachelors,youngmarried,fullnesters,emptynestersAttitudesPositiveattitude,negativeattitudeSocioculturalSegmentationTable2.5,continuedSEGMENTATISEGMENTATIONBASESELECTEDSEGMENTATIONVARIABLESUse-RelatedSegmentationBrandloyaltyAwarenessstatusUsagerateHeavyusers,mediumusers,lightusers,nonusersUnaware,aware,interested,enthusiasticNone,some,strongUsage-SituationSegmentationLocationObjectiveTimeLeisure,work,rush,morning,nightPersonal,gift,snack,fun,achievementHome,work,friend’shome,in-storePersonSelf,familymembers,friends,boss,peersBenefitSegmentationConvenience,socialacceptance,longlasting,economy,value-for-the-moneyGeodemographics“MoneyandBrains,”“BlackEnterprise,”“OldYankeeRows,”“DowntownDixie-Style”Demographic/PsychographicsCombinationofdemographicandpsychographicprofilesofconsumersegmentsprofilesSRIVALSTMActualizer,fulfilled,believer,achiever,striver,experiencer,maker,strugglerHybridSegmentationSEGMENTATIONBASESELECTEDSEGMCase:MingmingandLilyCase:MingmingandLilyTypesofConsumerDecisionMakingInitialPurchasesComplexDecisionMakingLimitedProblemSolvingHabitualPurchasesBrandloyaltyInertiaTypesofConsumerDecisionMakDeterminantsofactivereasoningandproblemsolvingInvolvementThelevelofperceivedpersonalimportanceand/orinterestevokedbyastimulusDifferentiationTimePressureDeterminantsofactivereasoniLecture2ConsumerBehavior

Buying,Having,andBeing

MichaelR.SolomonMarketSegmentationLecture2ConsumerBehavior

BuyMarketingStrategySelectionoftargetmarkets(segments)Developmentofeffectivemarketingprogramsto“win”thesemarketsMarketingStrategySelectionofMarketSegmentationTheprocessofdividingapotentialmarketintodistinctsubsetsofconsumersandselectingoneormoresegmentsasatargetmarkettobereachedwithadistinctmarketingmix.MarketSegmentationTheprocessThreePhasesofMarketingStrategyPhase1:MarketSegmentationPhase2:TargetMarketandMarketingMixSelectionPhase3:Product/BrandPositioningThreePhasesofMarketingStraBasesforSegmentationGeographicSegmentationDemographicSegmentationPsychologicalSegmentationPsychographicSegmentationSocioculturalSegmentationUse-RelatedSegmentationUsage-SituationSegmentationBenefitSegmentationHybridSegmentationApproachesBasesforSegmentationGeographGeographicSegmentationThedivisionofatotalpotentialmarketintosmallersubgroupsonthebasisofgeographicvariables(e.g.,region,state,orcity).GeographicSegmentationThedivDemographicSegmentationAgeSexMaritalStatusIncome,Education,andOccupationDemographicSegmentationAgeAgeAgeEffectOccurrencesduetochronologicalageCohortEffectsOccurrencesduetogrowingupduringaspecifictimeperiodAgeAgeEffectSexTraditionalrolesofmenandwomeninpurchasesChangingsexrolesDual-incomehouseholdsWorkingwomenlessaccessiblethroughtraditionalmediaSexTraditionalrolesofmenaxxMBA系列課件消費(fèi)行為學(xué)MaritalStatusHouseholdsasaconsumingunitSinglesDivorcedSingleparentsDual-incomemarriedMaritalStatusHouseholdsasaIncome,Education,andOccupationIncomeoftencombinedwithothervariablesforsegmentationThethreevariablestendtobecorrelatedIncome,Education,andOccupatPsychologicalSegmentationMotivationsPersonalityPerceptionsLearningAttitudesPsychologicalSegmentationMotixxMBA系列課件消費(fèi)行為學(xué)xxMBA系列課件消費(fèi)行為學(xué)xxMBA系列課件消費(fèi)行為學(xué)AIOsPsychographic(lifestyle)variablesthatfocusonactivities,interests,andopinions.AIOsPsychographic(lifestyle)Table2.1ExcerptsfromAIOInventoryInstructions:Pleasereadeachstatementandplacean“x”intheboxthatbestindicateshowstronglyyou“agree”or“disagree”withthestatement.Ifeelthatmylifeismovingfasterandfaster,sometimesjusttoofast.IfIcouldconsiderthe“pluses”and“minuses,”technologyhasbeengoodforme.IfindthatIhavetopullmyselfawayfrome-mail.Givenmylifestyle,Ihavemoreofashortageoftimethanmoney.IlikethebenefitsoftheInternet,butIoftendon’thavethetimetotakeadvantageofthem.[1] [2] [3] [4] [5] [6] [7][1] [2] [3] [4] [5] [6] [7][1] [2] [3] [4] [5] [6] [7][1] [2] [3] [4] [5] [6] [7][1] [2] [3] [4] [5] [6] [7]AgreeCompletelyDisagreeCompletelyTable2.1ExcerptsfromAIOITable2.2AHypotheticalPsychographicProfileoftheTechno-Road-WarriorSendsand/orreceives15ormoree-mailmessagesaweekRegularlyvisitsWebsitestogatherinformationand/ortocomparisonshopOftenbuyspersonalitemsvia800numbersand/orovertheInternetMaytradestocksand/ormaketravelreservationsovertheInternetEarns$100,000ormoreayearTable2.2AHypotheticalPsycxxMBA系列課件消費(fèi)行為學(xué)SocioculturalSegmentationFamilyLifeCycleSocialClassCulture,Subculture,andCross-CultureSocioculturalSegmentationFamiFamilyLifeCyclePhasesafamilygoesthroughintheirformation,growth,andfinaldissolutionBachelorhoodHoneymoonersParenthoodPost-parenthoodDissolutionExplicitbasis:maritalstatus,familystatusImplicitbasis:age,income,employmentFamilyLifeCyclePhasesafamiUse-RelatedSegmentationRateofUsageHeavyvs.LightAwarenessStatusAwarevs.UnawareBrandLoyaltyBrandLoyalvs.BrandSwitchersUse-RelatedSegmentationRateoUsage-SituationSegmentationSegmentingonthebasisofspecialoccasionsorsituationsUsage-SituationSegmentationSexxMBA系列課件消費(fèi)行為學(xué)BenefitSegmentationSegmentingonthebasisofthemostimportantandmeaningfulbenefitToothpastecanbeboughtforGoodtasteFreshbreathWhiteteethCavityprotectionBenefitSegmentationSegmentingxxMBA系列課件消費(fèi)行為學(xué)HybridSegmentationApproachesPsychographic-DemographicProfilesGeodemographicSegmentationSRIConsulting’sValuesandLifestyleSystem(VALSTM)HybridSegmentationApproachesTable2.3Demographic-PsychographicProfileofNewsweekTotaladultreaders19,593,000MenProfessionals/ManagersAge35-49Householdincome>$100,000MarriedOwnlaptopPCSpent$3000+onvacationlastyear% Index100.010055.911735.317436.511425.117262.410912.015012.3

164Table2.3Demographic-PsychogrSTRUGGLERSFULFILLEDSBELIEVERSACHIEVERSEXPERIENCERSSTRIVERSMAKERSLowResourcesHighResourcesActionOrientedStatusOrientedPrincipleOrientedACTUALIZERSVALSSTRUGGLERSFULFILLEDSBELIEVERSAVALS2SegmentsandParticipationinSelectedSportsVALS2SegmentsandParticipatCriteriaForEffectiveTargetingofMarketSegmentsIdentificationSufficiencyStabilityAccessibilityResponsivenessCriteriaForEffectiveTargetiTable2.4MarketSegmentationOccupationSEGMENTATIONBASESELECTEDSEGMENTATIONVARIABLESGeographicSegmentationClimateDensityofareaCitySizeRegionSouthwest,MountainStates,Alaska,HawaiiMajormetropolitanareas,smallcities,townsUrban,suburban,exurban,ruralTemperate,hot,humid,rainyDemographicSegmentationIncomeMaritalstatusSexAgeUnder11,12-17,18-34,35-49,50-64,65-74,75-99,100+Male,femaleSingle,married,divorced,livingtogether,widowedUnder$25,000,$25,000-$34,999,$35,000-$49,999,$50,000-$74,999,$75,000-$99,999,$100,000andoverEducationSomehighschool,highschoolgraduate,somecollege,collegegraduate,postgraduateProfessional,blue-collar,white-collar,agricultural,militaryTable2.4MarketSegmentationTable2.5,continuedSEGMENTATIONBASESELECTEDSEGMENTATIONVARIABLESPsychologicalSegmentationLearning-involvementPerceptionPersonalityNeeds-motivationShelter,safety,security,affection,senseofself-worthExtroverts,noveltyseeker,aggressives,lowdogmaticsLow-risk,moderate-risk,high-riskLow-involvement,high-involvementPsychographicSubcultures(Race/ethnic)ReligionCultures(Lifestyle)SegmentationEconomy-minded,couchpotatoes,outdoorsenthusiasts,statusseekersAmerican,Italian,Chinese,Me