PMChapter培训讲义.pptVIP

Ch. 6 Market Segmentation, Targeting, and Positioning Chapter 6 Skip LOV under Values (p. 158) Market-Factor Analysis (p. 171-172) Student self-study—Methods of Forecasting Sales (p. 172-174) An Overview of Market Segments and Target Markets Segmentation and Target markets: Segmentation or Market Segmentation is the process of dividing a market into groups whose valuations of products are similar within groups and who differ across those groups Market Segment is a group of actual or potential customers who can be expected to respond in a similar way to a product or service offer An Overview of Market Segments and Target Markets Segmentation and Target markets: Market Targeting is the process of selecting segments to serve and identifying customers in target segments by evaluating the attractiveness of segments Target Market is a market that the company chooses to serve effectively and profitably The Process of Market Segmentation 1. Identify the current and potential want that exist within a market - involve interviewing or observing consumers 2. Identify the characteristics that distinguish among segments - size or location of business firms as well as attitude and behavior of consumers 3. Determine the size of the segments and how well they are being satisfied - estimate demand and the strength of the competition Market Segment must be: Measurable Substantial: providing enough profit Accessible: being reachable Differentiable: responding differently to a marketing program Actionable Micromarketing (or Individual Marketing) – treating each single customer as a segment Ultimate Consumers and Business Users – The First Cut The first criterion to segment the market is to separate customer’s reason for buying --- business users and ultimate consumers. 2 main types of segmentation Segmenting Consumer Markets Segmenting Business Markets Segmenting Consumer Markets Geographic Segmentation: divide markets into segments based on location such as regions, cou