营销英语-Market-Segmentation

Thispptiscreatedby袁奇，中南财经政法大学E-mail:[e-mail]2Contents:1.DelineatetheFirm’sCurrentSituation2.DetermineConsumerNeedsandWants3.DivideMarketsonRelevantDimensions4.DevelopProductPositioning5.DecideSegmentationStrategy6.DesignMarketingMixStrategy3Pre-readingquestions:Isitnecessaryforcompaniestodividetheconsumersintodifferenttypes?Whatarethebasesonwhichcompaniescandothedivisionofconsumers?Howshouldcompaniestreatdifferenttypesofconsumers?4Lead-inThelogicofmarketsegmentationisquitesimpleandisbasedontheideathatasingleproductitemcanseldommeettheneedsandwantsofallconsumers.Typically,consumersvaryastotheirneeds,wants,andpreferencesforproductsandservices,andsuccessfulmarketersadapttheirmarketingprogramstofulfillthesepreferencepatterns.5Lead-in6Afirmmustdoacompletesituationalanalysiswhenembarkingonanewormodifiedmarketingprogram.determiningobjectives,opportunities,andconstraintstobeconsideredwhenselectingtargetmarketsanddevelopingmarketingmixes.Marketingmanagersmusthaveaclearideaoftheamountoffinancialandotherresourcesthatwillbeavailablefordevelopingandexecutingamarketingplan.1.DelineatetheFirm’sCurrentSituation7Successfulmarketingstrategiesdependondiscoveringandsatisfyingconsumerneedsandwants.Newtechnologyoftenbringsaboutaninvestigationofconsumerneedsandwantsfornewormodifiedproductsandservices.Consumerneedsandwantsusuallyaretranslatedintomoreoperationalconcepts:consumerattitudes,preferences,andbenefitssought,whicharedeterminedthroughmarketingresearch,arecommonlyusedforsegmentationpurposes.2.DetermineConsumerNeedsandWants8Inanarrowsense,thisstepisoftenconsideredtobethewholeofmarketsegmentation(i.e.,consumersaregroupedonthebasisofoneormoresimilaritiesandtreatedasahomogeneoussegmentofaheterogeneoustotalmarket).3.DivideMarketsonRelevantDimensions9APrioriversusPostHocSegmentationApriorisegmentationapproachisoneinwhichthemarketingmanagerhasdecidedontheappropriatebasisforsegmentationinadvanceofdoinganyresearchonamarket.Posthocsegmentationisanapproachinwhichpeoplearegroupedintosegmentsonthebasisofresearchfindings.3.DivideMarketsonRelevantDimensions10APrioriversusPostHocSegmentationIfthroughpreviousresearchandexperienceamarketingmanagerhassuccessfullyisolatedanumberofkeymarketdimensions,thenanaprioriapproachbasedonthemmayprovidemoreusefulinformation.Inthecaseofsegmentationforentirelynewproducts,aposthocapproachmaybeusefulfordeterminingkeymarketdimensions.3.DivideMarketsonRelevantDimensions11RelevanceofSegmentationDimensionsThereisnosimplesolutionfordeterminingtherelevantdimensionsforsegmentingmarkets.Managerialexpertiseandexperienceareneededforselectingtheappropriatedimensionsorbasesonwhichtosegmentparticularmarkets.3.DivideMarketsonRelevantDimensions12BasesforSegmentationThreeapproachesforsegmentingmarketsareintroducedinthistextbook:benefitsegmentationpsychographicsegmentationgeodemographicsegmentation3.DivideMarketsonRelevantDimensions13BenefitSegmentationThebeliefunderlyingthissegmentationapproachisthatthebenefitspeopleareseekinginconsumingagivenproductarethebasicreasonsfortheexistenceoftruemarketsegments.Example:abenefitsegmentationintermsofthetoothpastemarket(Figure5.3)3.DivideMarketsonRelevantDimensions143.DivideMarketsonRelevantDimensionsAmarket-orientedapproachtosegmentationthatseekstoidentifyconsumerneedsandwantsandtosatisfythembyprovidingproductsandserviceswiththedesiredbenefits.15PsychographicSegmentationPsychographicsegmentationfocusesonconsumerlifestyles.Consumersarefirstaskedavarietyofquestionsabouttheirlifestylesandthengroupedonthebasisofthesimilarityoftheirresponses.lifestyles:activities(work,hobbies,vacations),interests(family,job,community),andopinions(aboutsocialissues,politics,business)theVALS™framework3.DivideMarketsonRelevantDimensions16GeodemographicsegmentationGeodemographicsegmentationidentifiesspecifichouseholdsinamarketbyfocusingonlocalneighborhoodgeography(suchaszipcodes)tocreateclassificationsofactual,addressable,mappableneighborhoodswhereconsumersliveandshop.ThePRIZMsegmentationisbasedontheassumptionsthatconsumersinparticularneighborhoodsaresimilarinmanyrespects3.DivideMarketsonRelevantDimensions17positioningtheproductfavorablyinthemindsofcustomersrelativetocompetitiveproducts.Onewaytoinvestigatehowtopositionaproductisbyusingapositioningmap,whichisavisualdepictionofcustomerperceptionsofcompetitiveproducts,brands,ormodels,indicatingtherelativepositionofcompetitors.Figure5.6presentsasamplepositioningmapforautomobiles4.DevelopProductPositioning184.DevelopProductPositioningFigure5.5PositioningMapforAutomobiles19differentpositioningstrategies:bepositionedbyfocusingontheirsuperioritytocompetitiveproductsbasedononeormoreattributesbepositionedbyuseorapplicationbepositionedintermsofparticulartypesofproductusersbepositionedrelativetoaproductclassbepositioneddirectlyagainstparticularcompetitors4.DevelopProductPositioning20Therearefourbasicalternatives:decidenottoenterthemarketdecidenottosegmentbuttobeamassmarketerdecidetomarkettoonesegment