市场营销Chap005.pptVIP

Marketing Segmentation, Post Hoc Segmentation, Priori Segmentation, Benefit Segmentation, Psychographic Segmentation, Vertical Dimension, Horizontal Dimension, Geodemographic Segmentation, Positioning Map, Marketing Mix Market Segmentation McGraw-Hill/Irwin ?2009 The McGraw-Hill Companies, All Rights Reserved Click to edit Master title style Click to edit Master text styles 1-* Chapter 5 Key Terms Understanding Market Segmentation Based on the idea that a single product item can seldom meet the needs and wants of all consumers Viable market – One that can be profitably served by a firm Market segmentation can be defined as the process of dividing a market into groups of similar consumers and selecting the most appropriate group(s) for the firm to serve Target market – Group or market segment that a company selects to focus on Understanding Market Segmentation A Model of the Market Segmentation Process Understanding Market Segmentation Delineate the firm’s current situation Intended to be a reminder of tasks to be performed prior to marketing planning Determine consumer needs and wants Successful marketing strategies depend on meeting consumer needs and wants Industry within which firm operates specifies boundaries of firm’s need satisfaction activities At a strategic level, need and wants usually are translated into more operational concepts Dimensions for Market Division Three important questions to be considered are Should the segmentation be a priori or a post hoc? How does one determine the relevant dimensions or bases to use for segmentation? What are some bases for segmenting consumer and organizational buyer markets? A Priori versus Post HocSegmentation A priori segmentation – An approach where the marketing manager has decided on the appropriate basis for segmentation in advance of doing any research on a market Post hoc segmentation – An approach in which people are grouped into segments on the basis of research findings Relevan