市场营销英文Chapter 8

Segmentation,Targeting,Segmentation,Targeting,andPositioning:BuildingandPositioning:BuildingtheRightRelationshipstheRightRelationshipswiththeRightCustomerswiththeRightCustomersChapter8Chapter8GeneratedbyFoxitPDFCreator©FoxitSoftware••BeabletodefinethethreestepsofBeabletodefinethethreestepsoftargetmarketing:markettargetmarketing:marketsegmentation,targetmarketing,segmentation,targetmarketing,andmarketpositioning.andmarketpositioning.••UnderstandthemajorbasesforUnderstandthemajorbasesforsegmentingconsumerandsegmentingconsumerandbusinessmarkets.businessmarkets.GeneratedbyFoxitPDFCreator©FoxitSoftware••KnowhowcompaniesidentifyKnowhowcompaniesidentifyattractivemarketsegmentsandattractivemarketsegmentsandhowtheychooseatargethowtheychooseatargetmarketingstrategy.marketingstrategy.••ComprehendhowcompaniesComprehendhowcompaniespositiontheirproductsforpositiontheirproductsformaximumcompetitivemaximumcompetitiveadvantage.advantage.GeneratedbyFoxitPDFCreator©FoxitSoftware••SellsmultiplebrandsSellsmultiplebrandswithinthesameproductwithinthesameproductcategoryfordifferentcategoryfordifferentAsianmarketsAsianmarkets••BrandsfeatureaBrandsfeatureadifferentmixofbenefitsdifferentmixofbenefitsandappealtodifferentandappealtodifferentsegmentsacrossAsiansegmentsacrossAsianmarketsmarkets••SoapsegmentsinSoapsegmentsinSouthAsiatargetedSouthAsiatargetedwithdifferentbrandswithdifferentbrandsLuxLux,LifebuoyandFair,LifebuoyandFair&Lovelybrands&Lovelybrands••HasalsoidentifiedHasalsoidentifieddifferentnichesdifferentnicheswithinwithincertainsegmentscertainsegmentsUnileverinAsiaUnileverinAsiaCaseStudyGeneratedbyFoxitPDFCreator©FoxitSoftware••MarketSegmentation:MarketSegmentation:§§DividingamarketintodistinctDividingamarketintodistinctgroupswithdistinctneeds,groupswithdistinctneeds,characteristics,orbehaviorwhocharacteristics,orbehaviorwhomightrequireseparateproductsormightrequireseparateproductsormarketingmixes.marketingmixes.GeneratedbyFoxitPDFCreator©FoxitSoftware••SegmentingSegmentingConsumerMarketsConsumerMarkets••SegmentingSegmentingBusinessMarketsBusinessMarkets••SegmentingSegmentingInternationalMarketsInternationalMarkets••RequirementsforRequirementsforEffectiveEffectiveSegmentationSegmentation••GeographicalsegmentationGeographicalsegmentation§§MarketingmixesareMarketingmixesarecustomizedgeographicallycustomizedgeographically••DemographicsegmentationDemographicsegmentation§§MostpopularsegmentationMostpopularsegmentation§§DemographicsarecloselyDemographicsarecloselyrelatedtoneeds,wantsandrelatedtoneeds,wantsandusageratesusagerates••PsychographicsegmentationPsychographicsegmentation§§Lifestyle,socialclass,andLifestyle,socialclass,andpersonalitypersonality--basedbasedsegmentationsegmentation••BehavioralsegmentationBehavioralsegmentation§§TypicallydonefirstTypicallydonefirstTopicsTopicsGeneratedbyFoxitPDFCreator©FoxitSoftware••AsianregionAsianregion((egegEastAsia)EastAsia)••AsiancountryAsiancountry••StateorRegionStateorRegion••CityCity••NeighborhoodNeighborhood••CityorCityorMetroSizeMetroSize••DensityDensity••ClimateClimateGeneratedbyFoxitPDFCreator©FoxitSoftware••AgeAge••GenderGender••FamilysizeFamilysize••FamilylifecycleFamilylifecycle••IncomeIncome••OccupationOccupation••EducationEducation••ReligionReligion••RaceRace••GenerationGeneration••NationalityNationalityGeneratedbyFoxitPDFCreator©FoxitSoftware••OccasionsOccasions••BenefitsBenefits••UserStatusUserStatus••UserRatesUserRates••LoyaltyStatusLoyaltyStatus••ReadinessReadinessStageStage••AttitudeTowardtheProductAttitudeTowardtheProductGeneratedbyFoxitPDFCreator©FoxitSoftware••SegmentingSegmentingConsumerMarketsConsumerMarkets••SegmentingSegmentingBusinessMarketsBusinessMarkets••SegmentingSegmentingInternationalMarketsInternationalMarkets••RequirementsforRequirementsforEffectiveEffectiveSegmentationSegmentation••DemographicsegmentationDemographicsegmentation§§Industry,companysize,Industry,companysize,locationlocation••OperatingvariablesOperatingvariables§§Technology,usagestatus,Technology,usagestatus,customercapabilitiescustomercapabilities••PurchasingapproachesPurchasingapproaches••SituationalfactorsSituationalfactors§§Urgency,specificapplication,Urgency,specificapplication,sizeofordersizeoforder••PersonalcharacteristicsPersonalcharacteristics§§Buye