国际市场营销Chap.4.InternationalTargetMarketDecision.ppt

Chap.4.International Target Market  Decision Contents: Market Segmentation How to Segment Market Market Targeting Key points: Understanding market segmentation correctly The methods and process of market segmentation Market targeting Market Segmentation Reasons of segmenting market Definition of market segmentation Theoretical basis of segmenting market Method of market segmentation Importance of market segmentation Requirements for effective segmentation Levels of international market segmentation Reasons of segmenting market Segmenting market Selecting target market Making out marketing strategy and tactics Definition of market segmentation Market segmentation is the process of dividing a market into smaller groups of buyers with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. Attention: market segmentation is done according to the customer groups, not according to the classification of products. Preparation for market segmentation : market research; screening information and materials Theoretical basis of segmenting market The basis of segmenting market is the differences of customers’ need. Homogeneous market---顾客对商品的需求以 及对营销策略的反应具有一定的一致性的市场。 Heterogeneous market---购买者对同类商品 的质量、特性等有不同程度需求的市场。顾客 的需求偏好可分为同质型偏好、分散型偏好、 群组型偏好。 Importance of market segmentation 有利于分析和发现新的市场机会； 有利于制定恰当的营销方案； 有利于企业获得竞争优势； 有利于开发新市场； Requirements for effective segmentation 总的原则： 各子市场之间保持明显的差异性，而各子市场内部 具有一定的同质性。 具体要做到： Measurable; Differentiable; Accessible; Actionable; Substantial; How to segment market First step: finding out the right variables Second step: drawing a graph Major segmentation vari