CH09 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料

Segment-by-Segment Invasion Plan
Customer Groups
Airlines Railroads Truckers
Product Varieties
Large computers Mid-size computers Personal computers Company C
Objectives
Identifying Market Segments Choosing Target Markets

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Steps in Market Segmentation, Targeting,and Positioning
Market Segmentation
Basic Market-Preference Patterns
(a) Homogeneous preferences (b) Diffused preferences (c) Clustered preferences
Creaminess
Sweetness
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Sweetness
Differential Actionable
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Heavy and Light Users of Common Consumer Products
PRODUCT (% USERS)
Soups and detergents (94%)
Toilet tissue (95%)
Psychographic
Lifestyle or Personality
Behavioral
Occasions, Benefits, Uses, or Attitudes
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Bases for Segmenting Business Markets
Demographic Operating Variables Purchasing Approaches Situational Factors Personal Characteristics
1. Identify segmentation variables and segment the market 2. Develop profiles of resulting segments
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Market Targeting
3. Evaluate attractiveness of each segment 4. Select the target segment(s)
Market Positioning
5. Identify possible positioning concepts for each target segment 6. Select, develop, and communicate the chosen positioning concept
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81%
95%
Bourbon (20%)
5%
Additional Segmentation Criteria
Ethical Choice of Market Targets Segment Interrelationships & Supersegments Segment-by-Segment Invasion Plans Intersegment Cooperation
Creaminess
Sweetness
Creaminess
Market-Segmentation Procedure
Survey Motivations Attitudes Behavior Analysis Factors Clusters Profiling
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Bases for Segmenting Consumer Markets
Geographic
Region, City or Metro Size, Density, Climate
Demographic
Age, Gender, Family size and Fife cycle, Race, Occupation, or Income ...
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Company A
Company B
Review
Identifying Market Segments Choosing Target Markets

©2000 Prentice Hall

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Effective Segmentation
Measurable Substantial Accessible
• Size, purchasing power, profiles of segments can be measured. • Segments must be large or profitable enough to seeffectively reached and served. • Segments must respond differently to different marketing mix elements & actions. • Must be able to attract and serve the segments.

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Five Patterns of Target Market Selection
Single-segment concentration
M1 M2 M3 P1 P2 P3 P1 P2 P3
M1 M2 M3 P1 P2 P3
Market specialization
HEAVY HALF
LIGHT HALF
75% 71%
25% 29%
Shampoo (94%)
Paper towels (90%) Cake mix (74%) Cola (67%) Beer (41%)
79%
75% 83% 83% 87%
21%
25% 17% 17% 13% 19%
Dog food (30%)
Selective specialization
Product specialization
M1 M2 M3
M1 M2 M3 P = Product M = Market P1 P2 P3
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M1 M2 M3 P1 P2 P3
Full market coverage