国际营销英文课件chapter 7 Market Segmentation

7.2.2 Demographic variables
Gender
Age Income
Stereotyping
Occupation
Education
Household size
Stage of family life cycle
Discussion
Site examples for each of the demographic variables in consumer markets
Risks: raised costs including production costs, inventory costs, promotion costs.
Dividing an overall market into homogeneous groups on the basis of their locations.
Attentions are paid to geographical differences in needs and wants . (localization)
There are three approaches:
Three approaches
Segment by benefits • Functional • Psychological
Segment by usage rates • 80/20 principle • Repeated /regular customers
Rationales for market segmentation
World with 200 counties
6.3 billion people
Human National commonalitydifferences
7.1: The Types of Markets
Original meaning of market – a physical place for selling and buying
To avoid fierce competition, firms often seek untapped potential markets in small or remote areas.
Limitation in distinguishing the differences among people in same areas.
Modern concept
Consumer products
Bought by ultimate consumers for personal use.
Consumer markets refer to consumer goods buyers.
Consumer goods marketers must build up superior brand image.
Four common bases for consumer market segmentation
• Grouping on locations
• Grouping on demographic variables
Geographic Demographic
Productrelated /
Behavioral
Commonality as human being as described by Maslow’s hierarchy of needs
Nonprofit and government markets
• Nonprofit markets include such organizations as churches, universities, charitable orgemonstrate how their products help business customers make money.
In terms of products
Products serve both purposes
What are the goods that are originally used for business but
• Government markets include various government agencies .
• Marketers selling goods to these markets must be careful in pricing because of limited purchasing power of the customers. Government purchase calls for bid.
7.3 Basic strategies for reaching target markets
Undifferentiated
Differentiated
Concentrated
Global targeting
Undifferentiated marketing
• Undifferentiated marketing refers to a company produce only one product line and promote it to all customers with a single marketing mix; also called mass marketing.
Business products
Purchased for use either directly or indirectly in the production of other goods for resale.
Business markets refer to business goods buyers.
• AIO statement describes various activities, interests, and opinions. The data provide marketing researchers the bases for developing consumer profiles, then for marketing strategies.
Marketers must isolate the traits that distinguish a certain group from overall market by pinpointing a number of factors affecting people’s buying behaviors.
• Grouping on consumers knowledge of, attitudes to, use of, response to a product
Psychographic
• Groping on personality, values, lifestyles
7.2.1 Geographic Segmentation
Differentiated marketing
Differentiated marketing refers to target several market segments and design separate offers for each target segment.
Advantages: added product lines; increased sales; more chances to survive
Chapter 7: Market Segmentation, Targeting and Position
Objective
◦ Types of markets ◦ Consumer market segmentation ◦ Market target strategies ◦ Global market positioning
• Advantages: Build a strong reputation in the specific product line, and achieve product efficiency.
• Risks: easily supplanted by new technology; standard products can’t meet everyone’s needs, and vulnerable in competitive markets.
Segment by Brand loyalty 1. Hard-core loyal 2. Split loyal 3. Shifting loyal 4. Switcher loyal
Discussion
What brand you are loyal to? What degree? Why ?
• Lifestyles reflect individual psychological profiles including needs, motives, perceptions and attitudes. Lifestyles also show marks of family, job, social activities and culture.
modified for consumer use?
Global vs. local markets
Variables including cultural, religious, social, geographic, customary, environmental, aesthetic, language, purchasing power, etc.
7.2.4 Product-related/Behavioral segmentation
Dividing consumers into homogeneous groups based on their knowledge of, attitudes to, use of, or response to a product or service.
7.2: Bases for segmenting consumer markets
Market segmentation is to divide a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products or marketing mixes.
In each group, what do people share in buying and consuming a product?
7.2.3 Psychographic bases
• Psychographic segmentation divides a population into groups on the basis of personality, values and lifestyles.
To economists
A market describes all the buyers and sellers who transact over some good or service.
To marketers
A market is the set of all actual and potential buyers of a product or service.
Discussion
What kinds of product or services that are most related to people’s psychological factors?
Give examples to illustrate how personality affect a consumer’s buying decision.