Part4 Segmentation
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战略投资者的成功引入将国际先进的管理技术与本土经验有效结合在经营理念风险管理财务管理市场开拓等领域为深发展注入了新的活力坚持业务发展专业化的道路深发展业务在保持传统优势的同时致力于为客户提供量身定做的优质金融服务以一系列业内领先的创新产品赢得了良好的品牌声誉
CHAPTER 3
IDENTIFYING AND TARGETING FINANCIAL PROSPECTS 识别和定位金融前景
2. How did all those basis be selected or determined?明确细分基础 是如何/以什么为标准被选择出来/被确定的: Due to the vast number of variables which can be used for segmenting markets, efforts have been made to classify them into groups according to their properties and their ease of application and interpretation.
Bases for Segmenting Financial Services Consumer 市场细分的基础（针对金融服务购买者）
1. Definition of segmentation basis 细分基础定义
A segmentation basis has been denned as ‘the characteristic or groups of characteristics of consumers used to assign consumers to segments’ (Wedel, 1990, p. 22). 用于划分购买者的（一系列）特 征
定义: Dividing an overall market into homogeneous groups on the basis of their locations; Geographic segmentation is a simple form of market segmentation. Certain countries, regions, etc. are assumed to have common characteristics which influence buying attitudes.
定义: Dividing consumer groups according to characteristics such as age, family life
cycle, gender, income, occupation, education and household size, etc.
What is Market Segmentation ?
The total market
“Segment1” “Segment2”
Why Define a Market Segment?
Main benefits：
• 1.Easier to understand customer needs;
Bases for Segmenting Financial Services Consumer 市场细分的基础（针对金融服务购买者）
Thus, segmentation bases can be broadly divided into two groups: 'customer-specific' bases and 'situation-specific' bases. These two groups can be classified further according to whether they can be measured objectively (observable bases) or whether they must be inferred (unobservable bases).
The Status of Market Segmentation
Philip Kotler——STP：
Segmentation (市场细分)
Targeting (目标市场选择) Positioning (产品定位)
Objectives:
• Categorise and define various bases for market segmentation; • Discuss the relative merits of the strategies and techniques available for segmenting markets.
Market Segmentation 市场细分
What is market segmentation? Why is it important?
What is Market Segmentation ?
• Market Segmentation (市场细分) :
• Dividing the total market (a heterogeneous 异质的 market) into smaller, relatively homogeneous (同种类的) groups of people who have similar interests or desires, have similar demographic characteristics or behave in similar fashion. • In its ultimate form segmentation could result in each customer being treated as a potential individual market to be served uniquely.
Introduction
• 个体差异：Consumers are not all alike. This provides a challenge for the development and marketing of financial services.
• 原因在于: Not every service will be right for every customer, nor will every customer be equally responsive to your efforts to bring your service to their awareness.
Bases for Segmenting Financial Services Consumer 市场细分的基础（针对金融服务购买者）
Generally, there are five categorizations of bases(分类 基础) for segmenting financial services consumers:
1)Geographic Segmentation(地理细分)
2)Demographic Segmentation（人口细分）
3) Socio-economic Segmentation （社会经济细分）
4) Psychographic Segmentation（心理细分）
5) Product-based Segmentation（基于产品的细分）
Geographic Segmentation
地理划分依据的地位以及科学性: Historically geography was perhaps first used as a segmentation variable, It was a basis by which small companies, unable to supply the entire country, could limit their distribution of goods since it enabled markets to be analysed nationally, regionally or locally.
similar preferences and values to the other members in that class. Meidan (1984) notes, in relation to savings and investment of funds, that it has been generally thought that the lower social classes tend to opt for an account which they perceive as being more tangible, such as a savings account which has a pass-book。Members of the lower social classes have tended to take fewer risks where financial matters have been concerned and have preferred accounts which can be quickly converted into cash. Conversely, the higher a social class the person belongs to, the more likely it will be that he (or she) will take risks in financial matters.
科技发展带来的好处 : However, advances in technology, distribution and delivery systems have achieved a broadening of the customer base outside the local geographic area for many small institutions.
Why Define a Market Segment?
main benefits： • 4.Customer’ satisfaction can be enhanced by meeting customer requirements more accurately; • 5.Customers’ retention can be improved via increased customer satisfaction and anticipation of customer needs through segment migration • 6.More effective use of marketing dollars; • ………… • Generally more profitable
• 2.Easier to become a leader in a smaller market (Big fish in a small pond);
Why Define a Market Segment?
main benefits：
• 3. Through market segmentation the financial institutions will focus its efforts on a narrower target, thus, gaining a specialist knowledge of the needs and requirements of that groups of customers
Demographic Segmentation
人口统计划分依据的地位以及科学性: Demography also offers a straightfotion: consumers are placed on definite scales of measurement
which are easily understood. The information is easily interpreted, relatively easily gathered and easily transferable from one study to another. These are primary reasons why demographics continue to be the mainstay of market research.
Socio-economic Segmentation
Social class is a measurement of the type of educational background, occupation, income level that a
person has. The social class premise implies that individuals in a certain class will behave like and exhibit
CHAPTER 3
IDENTIFYING AND TARGETING FINANCIAL PROSPECTS 识别和定位金融前景
2. How did all those basis be selected or determined?明确细分基础 是如何/以什么为标准被选择出来/被确定的: Due to the vast number of variables which can be used for segmenting markets, efforts have been made to classify them into groups according to their properties and their ease of application and interpretation.
Bases for Segmenting Financial Services Consumer 市场细分的基础（针对金融服务购买者）
1. Definition of segmentation basis 细分基础定义
A segmentation basis has been denned as ‘the characteristic or groups of characteristics of consumers used to assign consumers to segments’ (Wedel, 1990, p. 22). 用于划分购买者的（一系列）特 征
定义: Dividing an overall market into homogeneous groups on the basis of their locations; Geographic segmentation is a simple form of market segmentation. Certain countries, regions, etc. are assumed to have common characteristics which influence buying attitudes.
定义: Dividing consumer groups according to characteristics such as age, family life
cycle, gender, income, occupation, education and household size, etc.
What is Market Segmentation ?
The total market
“Segment1” “Segment2”
Why Define a Market Segment?
Main benefits：
• 1.Easier to understand customer needs;
Bases for Segmenting Financial Services Consumer 市场细分的基础（针对金融服务购买者）
Thus, segmentation bases can be broadly divided into two groups: 'customer-specific' bases and 'situation-specific' bases. These two groups can be classified further according to whether they can be measured objectively (observable bases) or whether they must be inferred (unobservable bases).
The Status of Market Segmentation
Philip Kotler——STP：
Segmentation (市场细分)
Targeting (目标市场选择) Positioning (产品定位)
Objectives:
• Categorise and define various bases for market segmentation; • Discuss the relative merits of the strategies and techniques available for segmenting markets.
Market Segmentation 市场细分
What is market segmentation? Why is it important?
What is Market Segmentation ?
• Market Segmentation (市场细分) :
• Dividing the total market (a heterogeneous 异质的 market) into smaller, relatively homogeneous (同种类的) groups of people who have similar interests or desires, have similar demographic characteristics or behave in similar fashion. • In its ultimate form segmentation could result in each customer being treated as a potential individual market to be served uniquely.
Introduction
• 个体差异：Consumers are not all alike. This provides a challenge for the development and marketing of financial services.
• 原因在于: Not every service will be right for every customer, nor will every customer be equally responsive to your efforts to bring your service to their awareness.
Bases for Segmenting Financial Services Consumer 市场细分的基础（针对金融服务购买者）
Generally, there are five categorizations of bases(分类 基础) for segmenting financial services consumers:
1)Geographic Segmentation(地理细分)
2)Demographic Segmentation（人口细分）
3) Socio-economic Segmentation （社会经济细分）
4) Psychographic Segmentation（心理细分）
5) Product-based Segmentation（基于产品的细分）
Geographic Segmentation
地理划分依据的地位以及科学性: Historically geography was perhaps first used as a segmentation variable, It was a basis by which small companies, unable to supply the entire country, could limit their distribution of goods since it enabled markets to be analysed nationally, regionally or locally.
similar preferences and values to the other members in that class. Meidan (1984) notes, in relation to savings and investment of funds, that it has been generally thought that the lower social classes tend to opt for an account which they perceive as being more tangible, such as a savings account which has a pass-book。Members of the lower social classes have tended to take fewer risks where financial matters have been concerned and have preferred accounts which can be quickly converted into cash. Conversely, the higher a social class the person belongs to, the more likely it will be that he (or she) will take risks in financial matters.
科技发展带来的好处 : However, advances in technology, distribution and delivery systems have achieved a broadening of the customer base outside the local geographic area for many small institutions.
Why Define a Market Segment?
main benefits： • 4.Customer’ satisfaction can be enhanced by meeting customer requirements more accurately; • 5.Customers’ retention can be improved via increased customer satisfaction and anticipation of customer needs through segment migration • 6.More effective use of marketing dollars; • ………… • Generally more profitable
• 2.Easier to become a leader in a smaller market (Big fish in a small pond);
Why Define a Market Segment?
main benefits：
• 3. Through market segmentation the financial institutions will focus its efforts on a narrower target, thus, gaining a specialist knowledge of the needs and requirements of that groups of customers
Demographic Segmentation
人口统计划分依据的地位以及科学性: Demography also offers a straightfotion: consumers are placed on definite scales of measurement
which are easily understood. The information is easily interpreted, relatively easily gathered and easily transferable from one study to another. These are primary reasons why demographics continue to be the mainstay of market research.
Socio-economic Segmentation
Social class is a measurement of the type of educational background, occupation, income level that a
person has. The social class premise implies that individuals in a certain class will behave like and exhibit