《市场营销专业英语教程》教学课件第5章Market Segmentation.ppt

* different positioning strategies: be positioned by focusing on their superiority to competitive products based on one or more attributes be positioned by use or application be positioned in terms of particular types of product users be positioned relative to a product class be positioned directly against particular competitors 4. Develop Product Positioning * There are four basic alternatives : decide not to enter the market decide not to segment but to be a mass marketer decide to market to one segment decide to market to more than one segment and design a separate marketing mix for each 5. Decide Segmentation Strategy * A viable segment must be: (1) measurable the firm must be capable of measuring its size and characteristics. (2) meaningful It is large enough to have sufficient sales and growth potential to offer long-run profits for the firm. (3) marketable can be reached and served by the firm in an efficient manner. 5. Decide Segmentation Strategy * Selection of the target market and designing the marketing mix go hand in hand, and thus many marketing mix decisions should have already been carefully considered. 6. Design Marketing Mix Strategy * The purpose of this chapter was to provide an overview of market segmentation. Market segmentation was defined as the process of dividing a market into groups of similar consumers and selecting the most appropriate group(s) for the firm to serve. Market segmentation was analyzed as a six-stage process: (1) to delineate the firm’s current situation, (2) to determine consumer needs and wants, (3) to divide the market on relevant dimensions, (4) to develop product positioning, (5) to decide segmentation strategy, and (6) to -design marketing mix strategy. Summary * MS targets attitude not age to rebuild fashion business Case Analysis * Discussion Questions: What doesn’t MS fashion division target any specific age groups? Do you think it is possible that MS will abandon the elderly fe