IdentifyingMarketSegmentsandSelectingTargetMarkets文件材料.ppt

?2000 Prentice Hall Objectives Identifying Market Segments Choosing Target Markets Bases for Segmenting Consumer Markets 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 Bases for Segmenting Business Markets Demographic Operating Variables Purchasing Approaches Situational Factors Personal Characteristics 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. Effective Segmentation Heavy and Light Users of Common Consumer Products HEAVY HALF LIGHT HALF PRODUCT (% USERS) 75% 71% Soups and detergents (94%) 25% 29% 79% 21% Toilet tissue (95%) Shampoo (94%) 75% 25% 17% 17% Paper towels (90%) Cake mix (74%) Cola (67%) 83% 83% 13% 5% 87% 19% Beer (41%) Dog food (30%) Bourbon (20%) 81% 95% Additional Segmentation Criteria Ethical Choice of Market Targets Segment Interrelationships Supersegments Segment-by-Segment Invasion Plans Intersegment Cooperation Five Patterns of Target Market Selection Single-segment concentration Product specialization M1 M2 M3 P1 P2 P3 Selective specialization M1 M2 M3 P1 P2 P3 M1 M2 M3 Full market coverage P1 P2 P3 Market specialization M1 M2 M3 P1 P2 P3 P1 P2 P3 M1 M2 M3 P = Product M = Market Segment-by-SegmentInvasion Plan Customer Groups Truckers Railroads Airlines Large computers Product Varieties Personal computers Mid-size computers Company B Company C Company A The BCG CompetitiveAdvantage Matrix Volume Fragmented Stalemated Specialized Size of the Advant