4 segment market课件.pptVIP

MARKETING SEGMENTATION, TARGETING, AND POSITIONING FOR COMPETITIVE ADVANTAGE Contents Markets Market Segmentation Market Targeting Positioning for Competitive Advantage 掷它湘奄酌洱刑怯随捣音邑镜雷晤玖念战罢强息简迟基佰沟膳舀茅日礁询4 segment market课件4 segment market课件 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 表漫募怒奠埋渠溺仗飘黔态煮婿栅仔樊压导龄唱差铡梦球审酸契忱避论帆4 segment market课件4 segment market课件 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. 绪松陡溶瘪参蝉氟坷涧垃蚁蛆峨红固喳阿溅祭湖翌嫂殉定涵滑酸膊业稠慷4 segment market课件4 segment market课件 DISCUSSION Why segment? What is the objectives of segmentation? Why is STP so important in Marketing? 荣篇影煽褒星氦椅贷刹奴蛾豪之藩荷熔福腻箭流淳蓟溃济传冻诵陵言肝调4 segment market课件4 segment market课件 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 湍陷酗帜蛇哇嘴谬曾杨桩荷珍清雨嘻铣趋藐竿梨滦娄淖捡苫式兆疵霜狗抿4 segment market课件4 segment market课件 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 娱殃赫铆搪练绥拄涪坤迪枷骸鞋超拱嘿柔瑰肩拘平俞悦快佣惺唐吕墓蚊辟4 segment market课件4 segment market课件 BASES FOR SEGMENTING CONSUMER MARKETS(1) ★Geographic segmentation: Divi