市场学课件_46307.ppt

* CHAPTER MKTG 2270 October 17 2012 7 * MARKET SEGMENTATION Dividing a market into distinct groups, or segments, that (1) have common needs and characteristics or (2) have behaviours that might require separate marketing actions. * Group prospective buyers SEGMENTATION STEPS * WAYS TO SEGMENT THE MARKET Geographic region Demographics Psychographics Behavioural * REQUIREMENTS FOR EFFECTIVE SEGMENTATION The segment must be: Measurable Accessible Substantial Differentiable/Actionable * Group prospective buyers Group products to be sold SEGMENTATION STEPS * Using different marketing mix activities to help consumers perceive a product as being different and better than competing products. Selling two or more products with different features targeted to different market segments. PRODUCT DIFFERENTIATION * Group prospective buyers Group products to be sold Select target markets SEGMENTATION STEPS * Undifferentiated (or mass) marketing: Segments of one Differentiated marketing: One product, multiple segments Multiple products, multiple segments Concentrated (niche) marketing Micromarketing TARGETING MARKET SEGMENTS * Group prospective buyers Group products to be sold Select target markets Take actions to reach target markets SEGMENTATION STEPS * The place an offering occupies in consumers’ minds on important attributes relative to competitive offerings. PRODUCT POSITIONING A means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers. PERCEPTUAL MAP * PERCEPTUAL MAP Women’s Magazines Service Fashion Downscale Upscale * PERCEPTUAL MAP Women’s Magazines Service Fashion Downscale Upscale Seventeen Ladies Home Journal Vogue Cosmopolitan Mademoiselle Glamour Self Family Circle Woman’s World Redbook Harper’s Bazaar Architectural Digest * PERCEPTUAL MAP Women’s Magazines Service Fashion Downscale Upscale Seventeen Ladies Home Journal Vogue Cosmopolitan Mademoiselle Glamour Self Family Circle Woman’s World Redbook Harper’s Bazaa