搜索
ChapterSevenSegmentation,TargetingandPositioningIdentifysegmentationvariablesDevelopprofilesofthesegmentsEvaluatesegments’attractivenessAndfitwiththefirmDeveloptheintegratedmarketingmixDecideonthemarketpositioningSelectthetargetsegments7.1MarketSegmentation•1.Definition:dividingamarketintodistinctgroupsofbuyerswithdifferentneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes•2.Benefitsofmarketsegmentation•Theoverallobjectiveofusingamarketsegmentationstrategyistoimproveacompany’sstrategycompetitivepositionandbetterservetheneedsofitscustomers.•Fourmajorbenefits:•products---meettheneedsorthemarketplace•effectiveandcostefficientpromotionalstrategies•marketcompetitionevaluation•insightonmarketingstrategies•3.TrendsinMarketSegmentation•becomingincreasinglysophisticated•computerprogramsanddatabasesassistance•moresophisticatedsegmentationbases7.1.1Basesofmarketsegmentation(fourbasicvariables)•1.Geographicsegmentation•onthebasisofpopulationlocation;ratherlargeandtooheterogeneousforeffectivesegmentationwithoutcarefulconsiderationofadditionalfactors•2.Demographicsegmentation(mostcommonapproach)demographicvariables:age,gender,income,occupation,education,householdsize,lifestyle,stageinthefamilylifecycle,race,religion•Reasons(advantages)•Theyareeasytoidentifyandmeasure.•Theyareassociatedwiththesalesofmanyproductsandservices.•Theyaretypicallyreferredtoindescribingtheaudiencesofadvertisingmediasothatmediabuyersandotherscaneasilypinpointthedesiredtargetmarket.•3.Psycho-graphicsegmentation•psychologicalprofilesofdifferentconsumersdevelopedfromtheresponsesofconsumersaskedtoagreeordisagreewithAIO(activities,interestsandopinions)statements•animportanttoolforunderstandingthebehaviorofpresentandpotentialtargetmarkets•4.Behavioralsegmentation•basedonbuyers’knowledge,attitudes,uses,orresponsestoaproduct•behaviorvariablesarethebeststartingpointforbuildingmarketsegments•occasions,productbenefits,userstatus,loyaltystatus•1)Occasions:•accordingtooccasionswhenbuyersgettheideatobuy,actuallymaketheirpurchase,orusethepurchaseditem.•helpfirmsbuildupproductusage•例如，城市公共汽车运输公司可根据上班高峰时期和非高峰时期乘客的需求特点划分不同的细分市场并制定不同的营销策略；生产果珍之类清凉解暑饮料的企业，可以根据消费者在一年四季对果珍饮料口味的不同，将果珍市场消费者划分为不同的子市场。•2)productbenefits•accordingtothedifferentbenefitsthatconsumersseekfromtheproduct•Whendifferencesamongcompetingbrandsareslight,afirmmayintroduceabrandwithanewbenefitthatappealstoacertainmarketsegment.•购买手表有的追求经济实惠、价格低廉，有的追求耐用可靠和使用维修的方便，还有的则偏向于使用显示出社会地位等不一而足。•3)userstatus•groupsofnonusers,ex-users,potentialusers,first-timeusers,andregularusersofaproduct•Marketshareleaderswillfocusonattractingpotentialusers,whereassmallerfirmswillfocusonattractingcurrentusersawayfromthemarketleader.•4)loyaltystatus•beloyaltobrands,stores,andcompanies•thedegreeofloyalty:•completelyloyal,somewhatloyal,orshowingnoloyaltytoanybrand•通过了解消费者品牌忠诚情况和品牌忠诚者与品牌转换者的各种行为与心理特征，不仅可为企业细分市场提供一个基础，同时也有助于企业了解为什么有些消费者忠诚本企业产品，而另外一些消费者则忠诚于竞争企业的产品，从而为企业选择目标市场提供启示。•Caremustbetakentoconsidersegmentationvariablesthatarehighlyrelevanttoagivensituationbutnotnecessarilycontainedinthetextbooklistings!•E.g.detergentproducts:oneproductformulatedforwashingsilkandanotherforheavilysoiledcotton（污布）.•Thetypeofdirtandnatureoffabricvitalvariablesforthisgivenmarket•Hardlycananyenterpriseachievesitsmarketinggoalbyusingonlyonevariabletosegment.Morethanonevariablesareadaptedtodividemarketwhichprovidesmoreinformationaboutsegmentsandenablethemarketertosatisfycustomersmoreprecisely.MorevariablescreatemoresegmentsreducingthesalespotentialineachsegmentsSoingeneral,thereisnosinglewaytosegmentamarket.Amarketerhastotrydifferentsegmentationvariables,aloneandincombination,tofindthebestwaytoviewthemarketstructure.7.1.2Marketsegmentationprocedure•1.Surveystage:exploratoryinterviewsandfocusgroupstogaininsightintoconsumermotivations,attitudes,andbehavior•2.Analysisstage•3.Profilingstage•家航空公司对从未乘过飞机的人很感兴趣（细分标准是顾客的体验）。而从未乘过飞机的人又可以细分为害怕飞机的人，对乘飞机无所谓的人以及对乘飞机持肯定态度的人（细分标准是态度）。在持肯定态度的人中，又包括高收入有能力乘飞机的人（细分标准是态度）。于是这家航空公司就把力量集中在开拓那些对乘飞机持肯定态度，只是还没有乘过飞机的高收入群体。7.1.3Criteriaforeffectivesegmentation•Measurability:sizeandcharacteristic•Accessibility:abletoreach•Marketpotential:totalcapacitytoabsorbtheproducts•Responsiveness:thelargenessandthedegreeofsufficientsalesandprofitpotential7.2MarketTargeting•1.Definition:theprocessofevaluatingeachmarketsegmentsattractivenessandselectingoneormoresegmentstoenter•2phases:•Analyzingconsumerdemand•Targetingthemarket•7.2.1Analyzingconsumerdemand•Amarketermustanalyzeitscustomersaccordingtotheircharacteristics.•3typesofdemandpatterns•1)Homogeneousdemand•2)Clustereddemand•3)Diffuseddemand(mostcostlyproductdifferentiationandmoredifficulttocommunication)7.2.2Targetingthemarketsegments•1.Threefactorstobeconsideredindecidingwhichandhowmanysegmentstoserve•1)Segmentsizeandgrowth•firstcollectandanalyzedataoncurrentsegmentsales,growthrates,andexpectedprofitabilityforvarioussegments.•2)Segmentstructuralattractiveness•examineseveralmajorstructuralfactorsthataffectlong-runsegmentattractiveness•3)Companyobjectivesan