市场营销学英文版最新版教学课件第6章

Learning Objective 6-1 Summary
• Customer value-driven marketing strategy
– Identifying which customers to serve – Determining a value proposition
• Market segmentation and market targeting • Differentiating the market offering • Positioning in the minds of target customers • Right relationships with the right customers
Geographic and Demographic Segmentation
• Geographic segmentation: Dividing a market into different geographical units
– Such as nations, states, regions, counties, cities, or neighborhoods
Behavioral Segmentation (1 of 3)
• Occasion segmentation: Segments divided according to occasions, when the buyers
– Get the idea to buy – Make their purchase – Use the purchased item
Define the major steps in designing a customer valuedriven marketing strategy: market segmentation, targeting, differentiation, and positioning.
Figure 6.1 - Designing a Customer Value-Driven Market Strategy
• Usage rate: Markets can be segmented into light, medium, and heavy product users.
• Loyalty status: Consumers can be loyal to brands, stores, and companies.
6-1. Define the major steps in designing a customer value-driven marketing strategy: market segmentation, targeting, differentiation, and positioning
6-2. List and discuss the major bases for segmenting consumer and business markets.
gender Income segmentation
• Dividing a market into different income 源自文库egments
Psychographic Segmentation (1 of 2)
• Marketers segment their markets using variables such as
– Operating characteristics – Purchasing approaches – Situational factors – Personal characteristics
Segmenting International Markets
• Variables include
Requirements for Effective Segmentation
• Measurable • Accessible • Substantial • Differentiable • Actionable
Learning Objective 6-2 Summary
• Consumer market segmentation
Learning Objectives (2 of 4)
6-3. Explain how companies identify attractive market segments and choose a market-targeting strategy.
6-4. Discuss how companies differentiate and position their products for maximum competitive advantage.
Behavioral Segmentation (3 of 3)
• User status: Markets can be segmented into nonusers, ex-users, potential users, first-time users, and regular users.
Segmentation Variable
Geographic
Demographic
Psychographic Behavioral
Examples
Nations, regions, states, counties, cities, neighbourhoods, population density (urban, suburban, rural), climate Age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, generation Social class, lifestyle, personality Occasions, benefits, user status, usage rate, loyalty status
• Benefit segmentation: Segments divided according to the different benefits that consumers seek from the product.
Behavioral Segmentation (2 of 3)
Schwinn makes bikes for every benefit segment.
Multiple Segmentation Bases
• Segmentation bases help companies to
– Identify smaller, better-defined target groups – Identify and understand key customer segments – Reach customers more efficiently by tailoring market
• Requirements for effective segmentation
– Measurable, accessible, substantial, differentiable, and actionable
Learning Objective 6-3
Explain how companies identify attractive market segments and choose a market-targeting strategy.
– Social class – Lifestyle – Personality characteristics
• The products people buy reflect their lifestyles.
Psychographic Segmentation (2 of 2)
VF Corporation offers a closet full of more than 30 premium lifestyle brands.
Segmenting Business Markets
• Consumer and business markets use many of the same variables for segmentation.
• Variables used by business marketers for segmentation include
Marketing: An Introduction
Thirteenth Edition
Chapter 6
Customer ValueDriven Marketing
Strategy: Creating Value for Target Customers
Learning Objectives (1 of 4)
• Demographic segmentation: Dividing a market into segments based on variables
– Such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation
Learning Objective 6-2
List and discuss the major bases for segmenting consumer and business markets.
Table 6.1 - Major Segmentation Variables for Consumer Markets
– Geographic, demographic, psychographic, and behavioral
• Business market segmentation
– Demographics, operating characteristics, purchasing approaches, situational factors, and personal characteristics
First Stop: Dunkin’ Donuts Targeting the Average Joe
Dunkin’ Donuts targets everyday Joes who just don’t get what Starbucks is all about.
Learning Objective 6-1
Demographic Segmentation
Age and life-cycle segmentation
• Dividing a market into different age and life-cycle
groups Gender segmentation
• Dividing a market into different segments based on
– Geographic location – Economic factors – Political and legal factors – Cultural factors
• Intermarket (cross-market) segmentation: Grouping consumers with similar needs and buying behaviors irrespective of their location
offerings and messages to customers’ specific needs
• Segmentation systems help marketers segment people and locations into marketable groups of likeminded consumers.