清华mba系列课件：消费行为学—lec2.pptVIP

Lecture 2 Market Segmentation Marketing Strategy Selection of target markets (segments) Development of effective marketing programs to “win” these markets Three Phases of Marketing Strategy Phase 1: Market Segmentation Phase 2: Target Market and Marketing Mix Selection Phase 3: Product/Brand Positioning Bases for Segmentation Geographic Segmentation Demographic Segmentation Psychological Segmentation Psychographic Segmentation Sociocultural Segmentation Use-Related Segmentation Usage-Situation Segmentation Benefit Segmentation Hybrid Segmentation Approaches Demographic Segmentation Age Sex Marital Status Income, Education, and Occupation Age Age Effect Occurrences due to chronological age Cohort Effects Occurrences due to growing up during a specific time period Sex Traditional roles of men and women in purchases Changing sex roles Dual-income households Working women less accessible through traditional media Marital Status Households as a consuming unit Singles Divorced Single parents Dual-income married Income, Education, and Occupation Income often combined with other variables for segmentation The three variables tend to be correlated Psychological Segmentation Motivations Personality Perceptions Learning Attitudes Sociocultural Segmentation Family Life Cycle Social Class Culture, Subculture, and Cross-Culture Family Life Cycle Phases a family goes through in their formation, growth, and final dissolution Bachelorhood Honeymooners Parenthood Post-parenthood Dissolution Explicit basis: marital status, family status Implicit basis: age, income, employment Use-Related Segmentation Rate of Usage Heavy vs. Light Awareness Status Aware vs. Unaware Brand Loyalty Brand Loyal vs. Brand Switchers Usage-Situation Segmentation Segmenting on the basis of special occasions or situations Benefit Segmentation Segmenting on the basis of the most important and meaningful benefit Toothpaste can be bought for Good taste Fresh breath White teeth Cavity protection Hybrid Se