科特勒营销管理下载_Marketing_Management09展示.pptVIP

Objectives Identifying Market Segments Choosing Target Markets Steps in Market Segmentation, Targeting,and Positioning Basic Market-Preference Patterns Market-Segmentation Procedure Survey Motivations Attitudes Behavior Analysis Factors Clusters Profiling Bases for Segmenting Consumer Markets Bases for Segmenting Business Markets Demographic Operating Variables Purchasing Approaches Situational Factors Personal Characteristics Effective Segmentation Heavy and Light Users of Common Consumer Products Additional Segmentation Criteria Ethical Choice of Market Targets Segment Interrelationships Supersegments Segment-by-Segment Invasion Plans Intersegment Cooperation Five Patterns of Target Market Selection Segment-by-SegmentInvasion Plan Review Identifying Market Segments Choosing Target Markets 1. Identify segmentation variables and segment the market 2. Develop profiles of resulting segments Market Segmentation 3. Evaluate attractiveness of each segment 4. Select the target segment(s) Market Targeting 5. Identify possible positioning concepts for each target segment 6. Select, develop, and communicate the chosen positioning concept Market Positioning (a) Homogeneous preferences Sweetness Creaminess (c) Clustered preferences Creaminess Sweetness (b) Diffused preferences Creaminess Sweetness Occasions, Benefits, Uses, or Attitudes Behavioral Geographic Region, City or Metro Size, Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation, or Income ... Lifestyle or Personality Psychographic Measurable Accessible Substantial Differential Segments must be large or profitable enough to serve. Segments can be effectively reached and served. Actionable Size, purchasing power, profiles of segments can be measured. Segments must respond differently to different marketing mix elements actions. Must be able to attract and serve the segments. HEAVY HALF LIGHT HALF PRODUCT (