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MarketingsegmentationFromthe8thgroupMarketingsegmentation1MarketingSegmentation

Contents

Concept

TheNeedforMarketSegmentation

RequirementsofMarketSegments

SegmentationBases

ProductPositioningMarketingSegmentation

Content2WhatisMarketSegmentation?ThedivisionofamarketintodifferenthomogeneousgroupsofconsumersiscalledmarketsegmentationWhatisMarketSegmentation?3LevelsofmarketingsegmentationMassmarketingSegmentmarketingNichemarketingMicro-marketingCompletesegmentationNosegmentationLevelsofmarketingsegmentati4StagesinMarketOrientationMassMarketingProduct-VarietyMarketingTargetMarketingStagesinMarketOrientationM5

MassMarketingMassmarketingreferstotreatmentofthemarketasahomogeneousgroupandofferingthesamemarketingmixtoallcustomersMassMarketing6TargetingAsetofbuyerssharingcommonneedsorcharacteristicsthatthecompanydecidestoserve.TargetingAsetofbuyersshari7IdentifiableSubstantialAccessibleUniqueneedsSegmentscanbeeffectivelyreachedandserved.Segmentsmustbelargeorprofitableenoughtoserve.DurableSize,purchasingpower,profilesofsegmentscanbemeasured.Segmentsmustresponddifferentlytodifferentmarketingmixelements&actions.Stabletominimizethecostoffrequentchanges.RequirementsofMarketSegmentsIdentifiableAccessibleUnique81.IdentifyBasesforSegmentation2.DevelopProfilesofSegments3.DevelopMeasuresofAttractiveness4.SelectTargetSegment(s)5.DevelopPositioningforEachSegment6.DevelopMarketingMixforEachSegmentMarketPositioningMarkettargetingMarketSegmentationStepsinSegmentation,

Targeting,andPositioning1.IdentifyBases2.Develop9AtaglanceListanddiscussthemajorlevelsofmarketsegmentationandbasesforsegmentingconsumerandbusinessmarketsExplainhowcompaniesidentifyattractivemarketsegmentsandchooseamarket-coveragestrategyDiscusshowcompaniescanpositiontheirproductsformaximumcompetitiveadvantageinthemarketplaceAtaglanceListanddiscussth10SegmentationBasesOccasions,Benefits,Uses,orAttitudesBehavioralGeographicRegion,CityorMetroSize,Density,ClimateDemographicAge,Gender,FamilysizeandLifecycle,Race,Occupation,orIncome...LifestyleorPersonalityPsychographicSegmentationBasesOccasions,B11BasesforSegmenting

ConsumerMarketsCHARACTERISTICSDemographicGeographicBehaviorPsychographicsBasesforSegmenting

Consumer12CharacteristicsGeographiclocation:PopulationbycountryPopn.byRegionPopn.byCitysizePopn.bySuburbsPopn.byDistrictsDemographics:GenderAgeIncomeOccupationMaritalstatusHouseholdsizeRaceReligionEducationlevelSocioeconomicstatusLifecyclestageBasesforidentifyinghomogenousgroupsofconsumersthataremeasurable,accessible,substantialand,actionableGeo-demographicsCharacteristicsGeographicloca13SegmentingBusinessMarketsBasesforSegmentingBusinessMarketsDemographicsPersonalCharacteristicsSituationalFactorsOperatingVariablesPurchasingApproachesSegmentingBusinessMarketsBas14Signode’sSegmentationVariablesProgrammedBuyersRelationshipBuyersTransactionBuyersBargainHuntersMoreProfitableLessProfitableSignode’sSegmentationVariabl15EffectiveSegmentationRequirementsforEffectiveSegmentationMeasurableSubstantialActionableAccessibleEffectiveSegmentationRequirem16EvaluatingMarketSegmentsSizeandGrowthStructuralAttractivenessCompanyObjectivesandResourcesEvaluatingMarketSegmentsSize17PositioningThewaytheproductisdefinedbyconsumersonimportantattributes–theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.PositioningThewaytheproduct18ProductPositioningAgainstaCompetitorUsageOccasionsAwayfromCompetitorsProductAttributesProductClassBenefitsOfferedUsersBAEDCHGFProductPositioningAgainstaUs19PositioningforCompetitiveAdvantageProductServicePersonnelImageAreasforCompetitiveDifferentiationPositioningforCompetitiveAd20PromotingDifferencesCriteriaforDeterminingWhichDifferencestoPromoteAffordableSuperiorProfitablePreemptiveDistinctiveImportantCommun-icablePromotingDifferencesCriteriaA21Quality(high)(low)Price(high)(low)ABCDE1E2E3ProductpositioningQuality(low)Price(high)(low)AB22HighpriceLowpriceNotrich(Lowinbutterfatcontent)Veryrich(Highinbutterfatcontent)I2regularI1SuperpremiumI4economyI3LowcalorieHighpriceLowpriceNot23HighProductivityMarketinginnovationOncemarketshareisgained,differentiatedproductsaredevelopedlowhighSwissluxurywatchesSEIKOSWATCHFashion-basedlow-costproductionLow-costvolumeproductionLowDevelopingacompetitivepositioninthewatchindustrySource:Theessenceofmarketing,Simonmajaro,PrenticeHallEurope,1993HighProductivityMarketinginno24CheapMappingofcigarettesintheGermanmarket(illustrationonly-positionsshownarenotnecessarilycorrecttoday)Source:Theessenceofmarketing,Simonmajaro,PrenticeHallEurope,1993,P197LuxuryYoungOldLordB&HMarlboroughPrinceHBPeterStuyvesantCamelWestCheapMappingofcigarettesin25PossiblevaluepropositionsMoreThesameLessMoreThesameLessPriceBenefitsMoreformoreMoreforthesameMoreforlessThesameforlessLessformuchlessPossiblevaluepropositionsMor26謝謝觀賞！謝謝觀賞！27MarketingsegmentationFromthe8thgroupMarketingsegmentation28MarketingSegmentation

Contents

Concept

TheNeedforMarketSegmentation

RequirementsofMarketSegments

SegmentationBases

ProductPositioningMarketingSegmentation

Content29WhatisMarketSegmentation?ThedivisionofamarketintodifferenthomogeneousgroupsofconsumersiscalledmarketsegmentationWhatisMarketSegmentation?30LevelsofmarketingsegmentationMassmarketingSegmentmarketingNichemarketingMicro-marketingCompletesegmentationNosegmentationLevelsofmarketingsegmentati31StagesinMarketOrientationMassMarketingProduct-VarietyMarketingTargetMarketingStagesinMarketOrientationM32

MassMarketingMassmarketingreferstotreatmentofthemarketasahomogeneousgroupandofferingthesamemarketingmixtoallcustomersMassMarketing33TargetingAsetofbuyerssharingcommonneedsorcharacteristicsthatthecompanydecidestoserve.TargetingAsetofbuyersshari34IdentifiableSubstantialAccessibleUniqueneedsSegmentscanbeeffectivelyreachedandserved.Segmentsmustbelargeorprofitableenoughtoserve.DurableSize,purchasingpower,profilesofsegmentscanbemeasured.Segmentsmustresponddifferentlytodifferentmarketingmixelements&actions.Stabletominimizethecostoffrequentchanges.RequirementsofMarketSegmentsIdentifiableAccessibleUnique351.IdentifyBasesforSegmentation2.DevelopProfilesofSegments3.DevelopMeasuresofAttractiveness4.SelectTargetSegment(s)5.DevelopPositioningforEachSegment6.DevelopMarketingMixforEachSegmentMarketPositioningMarkettargetingMarketSegmentationStepsinSegmentation,

Targeting,andPositioning1.IdentifyBases2.Develop36AtaglanceListanddiscussthemajorlevelsofmarketsegmentationandbasesforsegmentingconsumerandbusinessmarketsExplainhowcompaniesidentifyattractivemarketsegmentsandchooseamarket-coveragestrategyDiscusshowcompaniescanpositiontheirproductsformaximumcompetitiveadvantageinthemarketplaceAtaglanceListanddiscussth37SegmentationBasesOccasions,Benefits,Uses,orAttitudesBehavioralGeographicRegion,CityorMetroSize,Density,ClimateDemographicAge,Gender,FamilysizeandLifecycle,Race,Occupation,orIncome...LifestyleorPersonalityPsychographicSegmentationBasesOccasions,B38BasesforSegmenting

ConsumerMarketsCHARACTERISTICSDemographicGeographicBehaviorPsychographicsBasesforSegmenting

Consumer39CharacteristicsGeographiclocation:PopulationbycountryPopn.byRegionPopn.byCitysizePopn.bySuburbsPopn.byDistrictsDemographics:GenderAgeIncomeOccupationMaritalstatusHouseholdsizeRaceReligionEducationlevelSocioeconomicstatusLifecyclestageBasesforidentifyinghomogenousgroupsofconsumersthataremeasurable,accessible,substantialand,actionableGeo-demographicsCharacteristicsGeographicloca40SegmentingBusinessMarketsBasesforSegmentingBusinessMarketsDemographicsPersonalCharacteristicsSituationalFactorsOperatingVariablesPurchasingApproachesSegmentingBusinessMarketsBas41Signode’sSegmentationVariablesProgrammedBuyersRelationshipBuyersTransactionBuyersBargainHuntersMoreProfitableLessProfitableSignode’sSegmentationVariabl42EffectiveSegmentationRequirementsforEffectiveSegmentationMeasurableSubstantialActionableAccessibleEffectiveSegmentationRequirem43EvaluatingMarketSegmentsSizeandGrowthStructuralAttractivenessCompanyObjectivesandResourcesEvaluatingMarketSegmentsSize44PositioningThewaytheproductisdefinedbyconsumersonimportantattributes–theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.PositioningThewaytheproduct45ProductPositioningAgainstaCompetitorUsageOccasionsAwayfromCompetitorsProductAttributesProductClassBenefitsOfferedUsersBAEDCHGFProductPositioningAgainstaUs46PositioningforCompetitiveAdvantageProductServicePersonnelImageAreasforCompetitiveDifferentiationPositioningforCompetitiveAd47PromotingDifferencesCriteriaforDeterminingWhichDifferencestoPromoteAffordableSuperiorProfitablePreemptiveDistinctiveImportantCommun-icablePromotingDifferencesCriteriaA48Quality(high)(low)Price(high)(low)ABCDE1E2E3Productpositi

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