第8章目标市场营销.pptxVIP

Chapter目标市场战略8Market市场具有需要和欲望且有能力并愿意购买的人或组织People or organizations with needs or wants and the ability and willingness to buyMarketSegment细分市场具有一个或多个共同的特征，这些特征特征使他们具有相似的产品需求的亚人群或组织A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.MarketSegmentation市场细分划分整个市场对相同特征的人群提供相同服务的过程The division of the overall market for a service into groups of people with common characteristics.市场细分Market Segmentation1 市场细分基础Segmentation Bases1.3 用来划分市场的个人、团体或组织的特征Characteristics of individuals, groups, or organizations used to divide a total market into segments.　(variables)Segmentation Bases　细分基础Topics Geographical segmentation 地理细分 Demographic segmentation 人口学细分　 Psychographic segmentation 心理细分Behavioral segmentation 行为细分Typically done firstSegmenting Consumer Markets消费者市场的细分Segmenting Business MarketsSegmenting International Markets 1.3.1 地理细分变量细分标准具体细分变量因素地理变量综合地理区域（如州别、国别、地区）空间位置（如远、近）气候与自然地理环境（如热、温、寒带；高山、高原和平原等）聚落与人文地理环境（如人口密度、各类城市、各类乡村等）经济地理环境（如发达国家、发展中国家）按市场规模（一级市场、二级市场、机会市场） Market Segmentation1.3.2 人口学细分变量Demographic Segmentation VariablesAge　年龄　Gender　性别Family sizeFamily life cycleIncomeNationality国籍Occupation职业EducationReligion宗教信仰Race种族Generation族裔1.3.3 心理细分Psychographic Segmentation以人们的个性、动机、生活方式为基础的细分Market segmentation on the basis of personality, motives, lifestyles, and geodemographics.1.3.4 行为细分变量　细分标准具体细分变量因素行为变量购买动机（如求实、求美、求名、求廉等）利益追求（如快速方便、舒适浪漫等）购买时机（旺季、平季、淡季等）购买频数（经常、偶尔）购买方式（团体、散客；）购买渠道（个人、单位）营销因素的敏感性(如对服务、价格、广告等的敏感度）待购状态（如不了解者、感兴趣者、打算购买者）交通方式（如飞机、汽车、火车等）对产品的态度（如好感、冷淡、反感等）品牌忠诚度 （铁杆忠诚者－－品牌转换者）There are four brand-loyalty segments hard-core loyal 铁杆忠诚者split loyals　大致忠诚者shifting loyals　变化忠诚者 switchers loyals　品牌转换者实际性SubstantialSegment must be large enough to warrant a special marketing mix.Measurable可衡量性Segments must be identifiable and their size measurable. Accessible可进入性Members of targeted segments must be reachable with marketing mix.Defensible可守性 the organizations share of each targ