市场营销Marketing-Ch8-STP.pptVIP

Target Marketing Process: Linking Customer Needs to Marketing Action Segmentation process of dividing a larger market into smaller pieces based on one or more meaningful, shared characteristics and that will respond similarly to a marketing action Segmentation variables are used to divide the market into smaller slices: demographics, psychographics, behavior, etc. Why Segment Markets? One Product and Multiple Market Segments Multiple Products and Multiple Market Segments Segments of One: Mass Customization The Segmentation Trade Off: CRM versus synergies Demographic Dimensions Age Gender Family structure Income and social class Race and ethnicity Geography Age Children Teens Generation X, Y Baby Boomers Elderly Psychographics Psychographic segments market in terms of shared attitudes, interests, and opinions Segments include demographic information such as age and income, but also includes richer descriptions Some organizations develop their own psychographic segments for their consumers, but others utilize national systems (VALS by SRI International) Segmenting by Behavior Behavioral segmentation slices consumers on the basis of how they act toward, feel about, or use a product Users versus nonusers Heavy, moderate, light users Usage occasions Segmenting Industrial Markets Organizational demographics firm size number of facilities domestic or multi-national type of business production technology utilized NAICS characteristics Criteria for Forming Segments Potential for increased profit and ROI Similarity of needs of potential buyers in a segment Difference of needs of buyers among segments Feasibility of a marketing action reaching segment Simplicity and cost of assigning buyers to markets Evaluating Market Segments A viable target segment should satisfy these requirements: Are members of the segment similar to each other but different from other segments? Can marketers measure the segment? Is the segment large enough to be profitable? Can marketing commu