Segmentat..市场细分.ppt

2010-4-15 School of International Education Guo Jinyu Segmenting, Targetingand Positioning Marketing Principles Objectives Define market segmentation List the steps involved in market segmentation, targeting and positioning Describe the bases commonly used to segment consumer markets Discuss alternative strategies for selecting target markets Understanding positioning strategies and how product differentiation plays a role Market Segmentation A market is: (1) people or organizations with (2) needs or wants that they have (3) the ability and (4) the willingness to buy A market segment is: A subgroup or organizations within a market, which share equivalent characteristics that cause them to have similar needs Market Segmentation Market segmentation is: The process of dividing a market into meaningful, relatively similar and identifiable segments or groups Market Segmentation The importance of market segmentation More precise definition of consumer needs and wants More accurate marketing objectives Improved resource allocation Better marketing results Steps in Market Segmentation, Targeting, and Positioning Select a market or product Category Choose a basis or bases for segmenting the market Select segmentation descriptors --Market Segmentation Steps in Market Segmentation, Targeting, and Positioning Evaluate attractiveness of each segment Select target segment(s) --Market Targeting Steps in Market Segmentation, Targeting, and Positioning Design, implement and maintain appropriate marketing mixes --Market Positioning Selecting a market or product category for study Choosing a basis or bases for segmenting consumer markets Segmentation bases (Variables) —Characteristics of individuals, groups or organizations, which divide a total market into segments Choosing a basis or bases for segmenting consumer markets Choosing a basis or bases for segmenting consumer markets Choosing a basis or bases for segmenting consumer markets Geograph