清华MBA系列课件：消费行为学—Lec2.ppt

1 - * Lecture 2 Consumer BehaviorBuying, Having, and BeingMichael R. Solomon Market Segmentation 第一页，共三十九页。 Marketing Strategy Selection of target markets (segments) Development of effective marketing programs to “win” these markets 第二页，共三十九页。 Market Segmentation The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix. 第三页，共三十九页。 Three Phases of Marketing Strategy Phase 1: Market Segmentation Phase 2: Target Market and Marketing Mix Selection Phase 3: Product/Brand Positioning 第四页，共三十九页。 Bases for Segmentation Geographic Segmentation Demographic Segmentation Psychological Segmentation Psychographic Segmentation Sociocultural Segmentation Use-Related Segmentation Usage-Situation Segmentation Benefit Segmentation Hybrid Segmentation Approaches 第五页，共三十九页。 Geographic Segmentation The division of a total potential market into smaller subgroups on the basis of geographic variables (e.g., region, state, or city). 第六页，共三十九页。 Demographic Segmentation Age Sex Marital Status Income, Education, and Occupation 第七页，共三十九页。 Age Age Effect Occurrences due to chronological age Cohort Effects Occurrences due to growing up during a specific time period 第八页，共三十九页。 Sex Traditional roles of men and women in purchases Changing sex roles Dual-income households Working women less accessible through traditional media 第九页，共三十九页。 第十页，共三十九页。 Marital Status Households as a consuming unit Singles Divorced Single parents Dual-income married 第十一页，共三十九页。 Income, Education, and Occupation Income often combined with other variables for segmentation The three variables tend to be correlated 第十二页，共三十九页。 Psychological Segmentation Motivations Personality Perceptions Learning Attitudes 第十三页，共三十九页。 第十四页，共三十九页。 第十五页，共三十九页。 第十六页，共三十九页。 AIOs Psychographic (lifestyle) variables that focus on activities, interests, and opinions. 第十七页，共三十九页。 Tab