andPositioning(营销管理,菲利普·科特勒教材)

©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapter8MarketSegmentation,Targeting,andPositioning©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens“Themythological,homogeneousAmericaisgone.Weareamosaicofminorities.”-JoelWeiner©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectives•Explainmarketsegmentationandidentifyseveralpossiblebasesforsegmentingmarkets•Listanddistinguishamongtherequirementsforeffectivesegmentation©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectives•Outlinetheprocessofevaluatingmarketsegments•Illustratetheconceptofpositioningforcompetitiveadvantage•Discusschoosingandimplementingapositioningstrategy©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensMarkets•Amarketisallactualandpotentialbuyersofaproductorservice©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensStagesofMarketing•Massmarketing•Product-varietymarketing•Targetmarketing•Micromarketing•Customizedmarketing©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensMarketSegmentation•GeographicSegmentation•DemographicSegmentation•PsychographicSegmentation•BehaviorSegmentation©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensGeographicSegmentation•Dividingthemarketintodifferentgeographicunits–Nations–States–Regions–Counties–Cities–Neighborhoods©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensDemographicSegmentation•Dividingthemarketintogroupsbasedondemographicvariables–Age–Gender–Income–Occupation©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensPsychographicSegmentation•Dividingbuyersintodifferentgroupsbasedonsocialclass,lifestyle,andpersonalitycharacteristics©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensBehaviorSegmentation•Buyersaredividedintogroupsbasedontheirknowledge,attitude,anduseorresponsetoaproduct•Thebeststartingpointforbuildingmarketsegments•Types–Specialoccasionsegmentation–Benefitssought–Userstatus–Usagerate–Loyaltystatus–Buyerreadinessstage©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensRequirementsforEffectiveSegmentation•Measurability•Accessibility•Substantiality•Actionability©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens•Size,purchasingpower,profilesofsegmentscanbemeasured.•Segmentscanbeeffectivelyreachedandserved.•Segmentsarelargeorprofitableenoughtoserve.MeasurableAccessibleSubstantialActionable•Effectiveprogramscanbedesignedtoattractandservethesegments.RequirementsforEffectiveSegmentation©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensMarketTargeting•EvaluatingMarketSegments•SelectingMarketSegments•ChoosingaMarket-CoverageStrategy©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4thed