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Irwin/McGraw-Hill ?The
McGraw-HillCompanies,Inc.,1998Segmentation,Targeting,PositioningSlide8-9FigureAnalyzeCustomer
ProductRelationshipInvestigateSegmentationBasesDevelopProduct
PositioningSelectSegmentationStrategyIrwin/McGraw-Hill ?TheMMarketSegmentationprocessofdividingamarketintogroupsofpotentialbuyerswhohavesimilarneedsandwants,valueperceptions,orpurchasingbehaviorsMarketSegmentationprocessofMassMarketing,SegmentMarketing,IndividualMarketingMassMarketing,SegmentMarketAnalyze-CustomerProductRelationshipsIdentifyprospects:peopleororganizationsthatarepotentialcustomersEliminatenon-prospectsAnalyze-CustomerProductRelatInvestigateSegmentationBasesInvestigateSegmentationBasesDemographicSegmentationEthnicBackgroundAgeGenderIncomeDemographicSegmentationEthnicGeographicSegmentationincludeneighborhoods,towns,cities,counties,statesorcountriespeoplewithinvariousboundariesmaysharecommonincomelevelsculturesclimatesvaluesExample:laundrydetergentGeographicSegmentationincludeClustersneighborhoodsintolifestylecategoriesCombinesgeographic&demographicsegmentationPRIZM,ClaritasGeodemographicSegmentationClustersneighborhoodsintoliActivitiesInterestsOpinionsPsychological:
PsychographicSegmentationActivitiesPsychological:
Psych市場營銷學(xué)英文課件ch08精品教案課件講義下載后可編輯BehavioralsegmentationhowpeopleuseproductHeavy,medium,andlightusersPotential,non-users,ex-users,regulars,firsttimeusersbrandloyaltyBehavioralsegmentationhowpeoBenefitsSegmentation:
ToothpastemarketBenefitsSegmentation:
Toothpa市場營銷學(xué)英文課件ch08精品教案課件講義下載后可編輯DevelopProductPositioninguseofmarketingtoencouragepeopleinthetargetmarkettoformaparticularmentalimageofaproductrelativetocompetingproductswaytheproductisdefinedbyconsumersonimportantattributestheplacetheproductoccupiesintheconsumer’smindDevelopProductPositioningusePositioningStrategies:PositionyourproductbycompetitorsbyattributebyuseorapplicationbyuserbyproductclassPositioningStrategies:PositiSelectSegmentationStrategyMeasurabilityofsegmentsizegrowthcompetitioncostofreachingsegmentorganizationalobjectivesandstrengthSelectSegmentationStrategyMeAdditionalSegmentationCriteriaEthicalChoiceofMarketTargetsSegmentInterrelationships&SupersegmentsSegment-by-SegmentInvasionPlansIntersegmentCooperationAdditionalSegmentationCriterExampleofSegmentsinPat’sDinerExampleofSegmentsinPat’sDSelectedSegmentsSelectedSegmentsTargetMarketingStrategies:UndifferentiatedMarketingMarketingMixMarketAMarketBMarketCTargetMarketingStrategies:Advantages/DisadvantagesUndifferentiatedTargetingPotentialsavingsonproduction/marketingcosts(CostEconomies)UnimaginativeproductofferingsCompanymoresusceptibletocompetitionAdvantages/DisadvantagesUndifTargetMarketingStrategies:DifferentiatedMarketingMarketingMixAMarketingMixBMarketingMixCMarketAMarketBMarketCMarketDTargetMarketingStrategies:DAdvantages/DisadvantagestoDifferentiatedMarketingCreatesmoreTotalSalesIncreasescostsofdoingbusinessCannibalizationAdvantages/DisadvantagestoDiTargetMarketingStrategies:NicheMarketingMarketingMixAMarketAMarketBMarketCTargetMarketingStrategies:N
TargetMarketingStrategies:IndividualMarketingMarketingmixC
TargetMarketingStrategiesIrwin/McGraw-Hill ?The
McGraw-HillCompanies,Inc.,1998TheProcessofMar
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