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2019/8/131Chapter5Segmentation,positioningandmarketingmix2019/8/132Objectives:1.Theconceptsofsegmentaton,targentingandpositioning.2.Whyandhowcompaniessegmentvisitormarkets3.Theusefulnessoftheconceptsfortheformulationofmarketingstrategy4.Theterm“marketingmix”2019/8/1331.Introduction:Threemarketingresearchsubjects:segmentation,targetingandpositioning“Threeinterrelatedsteps”----Kotleretal.2019/8/134Threeinterrelatedsteps:segmentation,targetingandpositioningThesecondstep:targeting——relatingtothewayinwhichacompanyassessestheattractivenessofeachsegment.Thefirststep:segmentation——asubdivisionofthetotalmarketintodiscreteandidentifiablesegments.2019/8/135Threeinterrelatedsteps:segmentation,targetingandpositioningThelaststep:positioning——involvinganorganizationinpositioningitselftomeettheexpectationsofitscustomers,orpotentialcustomers,betterthanitscompetitors.2019/8/136Threeinterrelatedsteps:segmentation,targetingandpositioningRelationshipofthethreesteps2019/8/1372.Segmentation:Definition:thewayinwhichcompaniesandorganizatonsidentifyandcategorizecustomersintoclearlydefinedgroupswithsimilarcharacteristics,andsimilarneedsordesires.——McDonaldandDunbar,19952019/8/138Segmentation:----comprisingcustomerswhoexhibitsimilarcharacteristics----fewcompaniesattemptingtoappealtoanentiremarket,withtheexceptionoffastfoodrestaurantsector(PizzaHut,McDonald’s,etc)2019/8/139Principlesofsegmentation:1.Identifiable2.Cohesive3.Measurable4.Accessible5.Substantial6.Actionable----Buyersdifferintheirwants/desires,purchasinghabits,frequencyandothercriteria.----Sixcharacteristicsofsegments:2019/8/1310Principlesofsegmentation:1.Identifiable2.Cohesive----comprisingpeoplewhoseekidentifiablysimilarbenefitsfromatourismoffering----beclearlyidentifiableanseparatefromothersegments,bediscrete----targetingaspecificgroupofpeoplewhopresentacohesivewhole.2019/8/1311Principlesofsegmentation:3.Measurable----marketersbeingabletoestimatethesizeandpotentialspendassociatedwiththesegment.4.Accessible----Asegmentisnotpossiblytargetedunlessitcanbereachedeffectively.2019/8/1312Principlesofsegmentation:5.Substantial----havingtobesufficientlylargetobeworthwhilepursuingforcommercialgain.6.Actionable----amatchbetweenresourcelevel,commitmentandachievabilityintermsofpenetratingthedefinedmarketsegment.----anypracticallimitationsencounteredinreachingspecificsegment?2019/8/1313Consumersegmentation:Twobroadapproachesofanalysis:1.Bytripdescriptors2.Bytouristdescriptors——bySmith----shorthaul,longhaul,visitingfriendsandrelatives(VFR),etc.----greypanthers,adventurer-explorers,etc.2019/8/1314Consumersegmentation:Criteriaandapproachescommonlyused:a.Benefitsegmentation—visitorsseekingdifferentbenefitsfromtourism(education?entertainment?pastime?beach?)—placedifferentemphasisofdifferentaspectsofprovision(byconjointanalysis联合分析法:customersweightdifferentfeaturesofaservice)2019/8/1315Consumersegmentation:Benefitsegmentationintourism●Relaxation●Health●Funandfreedom●Adventureandchallenge●Eroticism/sexualgratification●Education(Culturevulture)●Sunseeking●Companionship●Discovery2019/8/1316b.Demographicsegmentation人口统计—primaryvariables:age,gender,familylifecycleandethnicity—youngchildren,youngpeople,youngcouples,family,emptynester,seniorcitizensCriteriaandapproachescommonlyused:2019/8/1317Consumersegmentation:Mainapproaches:c.Geographicsegmentation—accordingtogeographicalboundaries—segmentmarketsintoterritorialregionswithdifferentpropensities2019/8/1318d.Geodemographicssegmentation地理人口—accordingtotheresidentialneighbourhoods—ACORN(AClassificationofResidentialNeighbourhoods),developedbytheCACIMarketAnalysisGroupinUK—sensusdata,telephoneownship,etc.2019/8/1319Consumersegmentation:e.Psychographicsegmentation心理描绘—accordingtogeneralizedlifestyleprofiles,socioeconomicandpersonalityprofiles—peoplehavingsimilarstandardsofincomeandaspirations,butcompletelydifferentapproachestothelifestyle2019/8/1320Consumersegmentation:f.Buyerbehavioursegmentation—accordingtobuyingbehavoiur—levelofcommitment,degreeofpurchase,levelofrepeatvisitors,chronologicalsequenceofpurchase（thetheoryofdiffusionofinnovation创新扩散理论，byRogers,1962）2019/8/1321Consumersegmentation:g.perception—accordingtovaluesandperceptionsholdbyvisitors,whichaffectthethingstheydoorwishtodoinleisuretime,thetypeofdestinationtheyprefer,etc.2019/8/1322Consumersegmentation:h.personality—abuyerandbrandpersonalitycanbematched—limitedintourismsector2019/8/1323Consumersegmentation:i.Usage—accordingtothelevelofusagefromalightorinfrequentusetoregularrepeateduse—repeatvisitorsornot2019/8/1324Consumersegmentation:j.Multivariatesegmentation—combiningseveralvariables—firstlyaccordingtogeodemographicsthensubsequentlyinmoredetailusingothervariables.k.Multilevelsegmentation2019/8/1325Creatingmarketsegments:—basedontheanalysisofmarketinginformation—previousandexistingvisitorsaredefined,andthenpotentialmarketsegments—investigationofinternaldata;examinationofwidermarketingenvironment2019/8/1326Creatingmarketsegments:—automaticinteractiondetection—clusteranalysisa.Twotechniqu