[英语学习]International Marketing Chapter 6.ppt

2008-11-25 International Marketing 2010-2011(1) Chapter 6 Chapter Six Market Segmentation and Positioning Objectives: After reading this chapter, you should be able to: A. Explain what is meant by market segmentation and positioning and what bases on which we can choose to segment a market; B. Understand the basic requirements for market segmentation; C. Evaluate how to segment a market – the basic process; D. Offer examples to clarify how to position to gain competitive edge; E. Illustrate how to make and implement positioning strategies. Key terms 1．market segmentation: Dividing a market into distinct groups of buyers on the basis of needs, characteristics, or behavior who might require separate products or marketing mixes. Market segmentation is the selection of groups of people who will be most receptive to a product. The most frequent methods of segmenting include demographic variables such as age, sex, race, income, occupation, education, household status, and geographic location; psychographic variables such as life-style, activities, interests, and opinions; product use patterns; and product benefits. Much segmentation involves combinations of these methods. 市场细分 Key terms 2. target marketing: recognizes the diversity of customers and does not try to please all of them with the same offering. The first step in target marketing is to identify different market segments and their needs目标市场营销 3. mass marketing: using almost the same product, promotion and distribution for all consumers. 大众营销 4. market targeting: The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. 确定目标市场 Key terms 5. market positioning: Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. 市场定位 6. niche marketing: adapting a company’s offerings to more closely matching the needs of one or more segments where there is often little competition 利基营销 7.