市场细分和产品定位 英文精品

• Allows marketers to establish appropriate marketing mix for a given segment
Five Tasks In Market Segmentation:
(1) Analyze Consumer-Product Relations
• Psychographics • Uses psychological, sociological, anthropological factors to develop segments • Personality (sensation seeking)
• Motives (status)
• Lifestyles (HOGs) • VALS2 (Values + Lifestyles) System • Based on psychological characteristics that relate to consumer behavior • Can Identify Prevalence of 8 ຫໍສະໝຸດ Baiduypes by Zip Code
• Market segmentation is the process of dividing a market into groups of similar consumers and selecting the most appropriate group(s) of individuals for the firm to serve • Why Segment? • Fragmentation: Different groups have different needs/wants
VALS Web Site
Survivors
Low Resources Low Innovation
VALS Types – Part 1
VALS Types – Part 2
Person/Situation Segmentation
• Divide market up on the basis of the benefits certain types of individuals (person) desire in certain situations (situation) • Different strokes, for different folks…in different situations • An Example: Old Spice
Market Segmentation and Product Positioning
Exercise
1. If Starbucks Via was a person, what would that person be like? Describe his/her characteristics and interests. 2. What does this tell you?
Values and Lifestyles (VALS) System
Innovators
High Resources High Innovation
Ideals
Thinkers Believers
Achivem.
Achievers Strivers
Self Expr.
Experiencers Makers
Person/Situation Segmentation (Steps)
• Figure out if there are different usage situations that influence which attributes are important • Assess perceptions of different segments about product in different situations • Create “user” x “usage” matrix
Analyzing C-P Relations involves figuring out how affect, cognition and behavior are relevant to how consumers experience a product Three Approaches 1.Brainstorming to figure out what types of consumers are most likely to buy product and how they differ from other groups of customers 2.Focus groups can be used to identify what customers want, their values, etc. 3.Secondary research can be used to gain additional information on key market segments
Benefit Segmentation
• Divide the market up on the basis of the benefits they seek from a product. • An example: toothpaste
Psychographic Segmentation
Are your descriptions consistent with the way Starbucks Via is being promoted (and positioned)? MacBeth and Kyle love Via! Far Out Via Coffee
What is Market Segmentation?
Five Tasks In Market Segmentation:
(2) Investigate Segmentation Bases
• Four common segmentation bases
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Benefit
Psychographic
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Person/situation
Geodemographic