武汉理工大学汽车营销与策划英文课件chapter9 Target marketing and competition.pptVIP

Requirement of this chapter  How does a company confirm subdividing the market? How a company choose a competitive strategy ? In this chapter, we focus on 3 parts. 1. Markets segmenting 2. target marketing 3. Marketing competitions 1.1 Definition Dividing a market into distinct groups of buyers on the basis of need, characteristic,or behavior who might require separate products or marketing mixes. The cause that a market can be segmented is that customers have both similar and different demands. Levels of Segment Mass marketing Segment marketing Niche marketing Local marketing Customization 1.2 Function A.The company can market more efficiently,targeting its products or services,channels,and communications programs toward only consumers that it can serve best and most profitably. B. The company can market more efficiently by fine-tuning its products, prices and programs to the need of carefully defined segments. C. The company may face fewer competitors if fewer competitors are focusing on this market segment. 1.3 Segmentation variables for consumer markets (1) Demographic Age Sex The number of people of the family Family life cycle Income Education level 1.3 Segmentation variables for consumer markets (2) Psychological factor Social class Life style Personality 1.3 Segmentation variables for consumer markets (3) Geographical factor World region or country City or metro-size Density Climate 1.3 Segmentation variables for consumer markets 1.4 Requirements for effective segmentation ★Measurable: The size,purchasing power,and profit of the segments can be measured. ★Accessible: The market segments can be effectively reached and served. 1.4 Requirements for effective segmentation (1) Measurable The demand amount, purchasing power, and profiles of the segments can be measured. (2) Accessible The segments can be effectively reached and served. Effective programs can be de