4 segment market.pptVIP

MARKETING SEGMENTATION, TARGETING, AND POSITIONING FOR COMPETITIVE ADVANTAGE Contents Markets Market Segmentation Market Targeting Positioning for Competitive Advantage MARKETS Market: The set of all actual and potential buyers of a product or service. Micromarketing: A form of target marketing in which companies tailor their marketing programs to the needs and wants of narrowly defined geographic, demographic, psychographic, or behavioral segments. Mass marketing Product-variety marketing Target marketing MARKET SEGMENTATION 1 Market segmentation: Dividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products or marketing mixes. Market targeting: The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. Market positioning: Formulating competitive positioning for a product 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 market 2.Develop profiles of resulting segments 3.Develop measures of segment attractiveness 4.Select the target segment s 5.Develop positioning for each target segment 6.Develop marketing mix for each target segment Figure 7-1 Steps in market segmentation, targeting, and position Market positioning Market targeting Market segmentation 讨论 阻燃纤维/纺织品的细分市场 消费者市场/产业市场/政府市场 服装市场的分类 BASES FOR SEGMENTING CONSUMER MARKETS 1 ★Geographic segmentation: Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods. ★ 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. -Gender