菲利普科特勒营权威教程 Lecture 6 Segmentation, Targeting Positioning.pptVIP

Lecture Six Marketing segmentation, targeting, and positioning for competitive advantage At a glance List and discuss the major levels of market segmentation and bases for segmenting consumer and business markets Explain how companies identify attractive market segments and choose a market-coverage strategy Discuss how companies can position their products for maximum competitive advantage in the marketplace Stages in Market Orientation Steps in Segmentation, Targeting, and Positioning Segmentation The process of identifying specific segments– whether they be country groups or individual groups—of potential customers with homogeneous attributes who are likely to exhibit similar buying behavior. Levels of marketing segmentation Bases for Segmenting Consumer Markets Geo-demographics Segmenting Business Markets Signode’s Segmentation Variables Effective Segmentation Targeting A set of buyers sharing common needs or characteristics that the company decides to serve. Evaluating Market Segments Market Coverage Strategies Choosing a Market-Coverage Strategy Positioning The way the product is defined by consumers on important attributes – the place the product occupies in consumers’ minds relative to competing products. Product Positioning Positioning for Competitive Advantage Promoting Differences Possible value propositions Market Segmentation This CTR relates to the material on pp. 299-311. Bases for Segmenting Markets Geographic Segmentation. Geographic segmentation divides the market into different geographic units based upon physical proximity. While location determines how geographic segmentation is done, it is also true that many consumer products have attribute differences associated with regional tastes. Demographic Segmentation. Dividing the market into groups based upon variables such as sex, age, family size, family life cycle, income, education, occupation, religious affiliation, or nationality are all demographic segmentations. Consumer needs often