Market Segmentation and Targeting(英文版)(ppt 26页)_17
市场营销Ch7 Market Segmentation, Targeting, and Positioning
1.Introduction
Companies today recognize that they cannot appeal to all buyers in the marketplace, or at least not to all buyers in the same way. Most companies are being more choosy about the customers with whom they wish to connect. Most have moved away from mass marketing and toward market segmentation and targeting . Buyers are too numerous, too widely scattered, and too varied in their needs and buying practices. They may difflocations, buying attitudes, and buying practices. Moreover, the companies themselves vary widely in their abilities to serve different segments of the market. sometimes against superior competitors, each company must identify the parts of the market that it can serve best and most profitably.
Market segmentation and targeting — identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each. Instead of scattering their marketing efforts (the "shotgun" approach), firms are focusing on the buyers who have greater interest in the values they create best (the "rifle" approach).
市场细分的英文作文
市场细分的英文作文Market segmentation is the process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors.The purpose of market segmentation is to better understand and meet the needs of specific customer groups, allowing companies to tailor their products, services, and marketing strategies to the unique preferences of each segment.Segmentation can be based on various factors such as demographics, psychographics, behavior, and geography. By identifying and targeting specific segments, companies can improve the effectiveness of their marketing efforts and increase customer satisfaction.For example, a clothing retailer may segment its market based on age, offering different styles and designs to appeal to teenagers, young adults, and older consumers.This allows the company to better meet the diverse fashion preferences of each group.Another example of market segmentation is seen in the automotive industry, where car manufacturers target different segments based on income levels, lifestyle, and preferences for features such as fuel efficiency or luxury.In the hospitality industry, hotels and resorts often segment their market based on traveler types, such as business travelers, families, or luxury seekers, offering tailored services and amenities to meet the specific needs of each group.Market segmentation is a valuable tool for businesses to identify and capitalize on opportunities in the market, allowing them to effectively reach and serve diverse customer groups with precision and relevance.。
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
市场营销(英文版)
Marketing (English Version) In today's fastpaced business world, marketing plays a pivotal role in the success of any organization. It is theart and science of understanding customer needs and creating products or services that satisfy those needs. Effective marketing strategies can differentiate a brand, increase customer loyalty, and drive business growth. Let's delve into the key aspects of marketing and explore how it can benefit your business.Marketing (English Version)The Heart of Business GrowthAt its core, marketing is about building relationships.It's about connecting with your audience in a way that resonates with their values and aspirations. To achieve this, a holistic approach is essential, one that integrates traditional tactics with digital innovation to create a seamless and engaging customer experience.Understanding the Customer JourneySegmentation and TargetingNot all customers are created equal, and effective marketing acknowledges this diversity. Segmenting your audience based on demographics, psychographics, behaviors, or other relevant factors allows you to tailor your message todifferent groups. This targeted approach ensures that your marketing efforts are more relevant and, consequently, more effective.The Power of StorytellingStories are a universal language that can evoke emotions and create lasting memories. In marketing, storytelling is a powerful tool that can humanize your brand and make it more relatable. By crafting narratives that align with yourbrand's values and mission, you can forge a deeper connection with your audience and inspire them to take action.Leveraging Digital ChannelsMeasuring SuccessMarketing is an investment, and like any investment, it needs to be measured for return. Key performance indicators (KPIs) such as conversion rates, customer acquisition costs, and customer lifetime value provide a clear picture of your marketing efforts' effectiveness. By analyzing these metrics, you can refine your strategies, optimize your budget, and ensure that your marketing activities contribute to your business's bottom line.Continuous ImprovementMarketing (English Version)The Art of Persuasion and EngagementThe essence of marketing lies in its ability to persuade and engage. It's not just about selling products; it's about selling an experience, a lifestyle, and a vision. Here's how businesses can harness the full potential of marketing to achieve their goals.Crafting a Compelling Brand IdentityInfluencing Consumer BehaviorUnderstanding the psychology behind consumer behavior is crucial for marketers. By identifying the triggers that lead to purchasing decisions, you can design campaigns that nudge potential customers towards conversion. This involves not only the rational aspects of product features and benefits but also the emotional appeal that can often be the deciding factor in a consumer's choice.The Role of Content MarketingContent marketing is the strategic creation and distribution of valuable, relevant, and consistent content to attract and retain a clearly defined audience. It's about educating your customers, entertaining them, and providing solutions to their problems. From blog posts to videos, infographics to podcasts, highquality content can establish your brand as an authority in your industry and build trust with your audience.Collaborating with InfluencersCustomer Engagement and Retention Ethical Marketing Practices。
市场营销策略外文文献及翻译
市场营销策略外文文献及翻译Marketing StrategyMarket Segmentation and Target StrategyA market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-marketstrategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency.The three alternative strategies for selecting a target market are market aggregation,single segment,and multiplesegment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, acompany still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entailsselecting two or more segments and developing a separate marketing mix to reach segment.Positioning the ProductManagement's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:1.Positioning in Relation to a competitorFor some products,the best position is directly against the competition.This strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intelunched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,"Intel Inside" in their ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match anyclever,effective marketing moves made by its primary competitor.2.Positioning in Relation to a Product Class or AttributeSometimes a company's positioning strategy entails associating its product with or distancing it from a product class or attributes.Some companies try to place their products in a desirable class,such as"Madein the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of their products in the U.S..3.Positioning by Price and QualityCertain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-qualitycontinuum.Discount stores such as Target and Kmart are at theother.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired―and for the most part succeeded in―repositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrowerterms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark isrecognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant canned and frozen vegetable products and Arm&Hammer baking soda are both brand names and brand marks.A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law RevisionAct,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand alsoinfluences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities Sunkist oranges,Morton salt,and Domino sugar,for example .PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.Pricing strategies usually change as a product passes through itslife cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the imum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situations.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented pricing, where the company sellers a product at two or more prices to allow for differences in customers, products, or locations. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about the product's quality or value.In promotional pricing,companies temporarily sell their product bellow list price as a special-event to draw more customers,sometimes even selling below cost.With value pricing, the company offers just the night combination of quality and good service at a fair price. Another approach is geographical pricing, whereby the company decides how to price distant customers, choosing fromalternative as FOB pricing,uniform delivered pricing, zone pricing, basing-point pricing, and freight-absorption pricing. Finally,international pricing means that the company adjusts its price to meet different world markets.Distribution ChannelsMost producers use intermediaries to bring their products to market.They try to forge a distribution channel―a set of interdependent organizations involved in the process of marking a product or service available for use or consumption by the consumers or business user.Why do producers give some of the selling job tointermediaries?After all,doing so means giving up some control over how and to whom the products are sold.The use of intermediaries results from their greater efficiency in marking goods available to targetmarkets.Through their contacts, experience, specialization, and scales of operation,intermediaries usually offer the firm move value than it can achieve on its own efforts.A distribution channel moves goods from producers to customers.Itovercomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to complete transactions:rmation.2.Promotion.3.Contact:finding and communicating with prospective buyers.4.Matching:fitting the offer to the buyer's needs, including such activities as manufacturing and packaging.5.Negotiation:reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to fulfill the completed transferred.1.Transporting and storing goods.2.Financing.3.Risk taking:assuming the risk of carrying out the channel work.The question is not whether these functions need to be performed, but rather who is to perform them. All the functions have three things in common:They use up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these functions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to intermediaries, the producer's costs and prices may be lower, but the intermediaries must charge more to cover the costsof their work. In dividing the work of the channel, the various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channellevels involved. Each layer of marketing intermediaries that performs some work in brining the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel.When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate the the channel member's years in business, other lines carried, growth and profit record, co-operativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of the other lines carried, and the size andquality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the company will want to evaluate the store's customers, location, and future growth potential.Understanding the nature of distribution channels is important, as choosing among distribution channels is one of the most challenging decisions facing the firm. Marketing intermediaries are used because they provide greater efficiency in marking goods available to target markets.The key distribution channel function is moving goods from producers to consumers by helping to complete transactions and fulfill the completed transaction. Distribution channels can be described by the number of channel levels, which can include no intermediaries in adirect channel, or one to several intermediaries in indirect channels.PromotionPromotion is one of the four major elements of the company's marketing mix. The main promotion tools――advertising, sales promotion, public relations, and personal selling――work together to achieve the company'scommunications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surrounding marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling, and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers.市场营销策略一、市场细分和目标市场策略具有需求，具有购买能力并愿意花销的个体或组织构成了市场。
第五章 定位战略
• 分析教辅材料上的两个案例各运用了哪 些细分标准?
4.How to select target market
• Target market(p265):A set of buyers sharing common needs or characteristics that the company decides to serve. • Evaluating market segments: segment size and growth, segment structural attractiveness, and company objectives and resources.
why • 1). Buyers are too numerous,too widely scattered,and too varied in their needs and buying practices. 2). Instead of scattering their marketing efforts (the “shotgun” approach), they can focus on the buyers who have greater purchase interest (the “rifle” approach.)for competitive advantage .
3. Major segmentation variables for consumer markets
• Table 7.1 (p252) • The is no single way to segment market. A marketer has to try different segmentation variables, alone and in combination, to find the best way to view the market structure.
市场营销课件Marketsegmentation,targeting,andpositioning课
Market segmentation:
Levels of market segmentation
• Each customer have his or her different needs and wants, so ideally sellers might design a separate marketing program individually
• Many companies are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, or cities.
• Other companies are seeking to cultivate as-yet untapped territory.
Mass marketing
Segment marketing
Niche marketing
Compleeting
• Mass marketing:
➢For most of the 1900s, major consumer products companies held fast to mass marketing
Demographic segmentation
• Demographic segmentation is the most popular method to segment the market
• There are several variables to conduct demographic segmentation
• Niche marketing
Chapter-7Market-Segmentation-and-Targeting
Targeting
Professor Jason C. H. Chen, Ph.D. School of Business Administration
Gonzaga University Spokane, WA 99223 chen@
Two Cases for this chapter (Making Marketing Decisions ): Case 7-1: PRIZM by Claritas: You Are Where You Live Case 7-2: Marriott International: “Suite Deals”
be a market driven organization = STRATEGIC PLANNING
Company-Wide Level
Impact of Competition
and other Environmental
Evaluating Opportunities
Focusing marketing Strategy
S.W.O.T Analysis
Develop product market Screening criteria
Defining generic markets and
product-markets
Political & Legal Cultural & Social
A Marketing Strategy – showing the 4 P’s of a Marketing
C
Price
Promotion
7-6
Irwin/McGraw-Hill & Dr. Chen
销售计划英文
竭诚为您提供优质文档/双击可除销售计划英文篇一：英文版销售计划书maketingprogramproductintroduction：multifunctionalelectronicentertainmentmoduleisbased onadvancedconnectanddisplaytechnology,theresasmallw irelessineachmoduleandeverymodulecancombinetogether byspecialvisciditysurfacematerial.everymoduleinclud esdifferentfunctionsuchasmusic,video,phone,print,ca mera,game,etc.It’sfashionandflexibletouse.Traditionalordirectmarketingchannel:Ithinkdirectmaketingchannelwillbemorecoincidentwith oursituation.nextthreereasonswillsupportmyopinion.1.Traditionalwayswillrequiremanystores,wedon’thaveenoughmoneytosetupthesestores.2.ourproductisinnovative,mostlyconsumersofthisprodu ctwillsuittomoderndirectretailing.3.Directretailingismoreefficient.peoplecanbuythepro ductanywhereaslongastheycanusetheinternet.onthecontrary，onlypeoplenearthestorecanbuyourproductifwechosetrad itionalway.maketingonline:wehavemanyreasonstochosethismaketingchannel.1.It’sveryconvinient.becauseonlineshopcanopentwentyhours ,peoplecanbuyourproductatanytime.2.Itreducesnumberoftraditionalmiddlemen,soitcansave muchofourcost.3.goodsonlineismorecheapwhencomparedwithgoodsinther ealstore.sowecansellmuchmoreourproduct.篇二：统一营销计划(英文版)uni-presidentmarketingplangroupname:blinkgroupmember:saraDemiJessicaLeilaJackTableofcontentexecutivesummary................................... ................................................... .. (1)background......................................... ................................................... (2)1marketAnalysis.................................... ................................................... .. (3)1.1corporategoalsandtask........................... .. (3)1.2marketsituationandstrategy...................... . (3)1.3uni-presidentgreenteacomparedwithcompetitorsprod ucts (4)1.4swoTanalysischartofuni-president................ (5)2.marketingstrategy................................ ................................................... (5)2.1campaign........................................ ................................................... .. (5)2.2promotionstrategy............................... ................................................... (6)2.3publiccommunication............................. ................................................... ..72.4marketResearch.................................. ................................................... (8)3.Activityplanning................................. ................................................... (9)3.1activityplanning................................ ................................................... (9)3.2shapingthebrandimage............................ . (10)3.3weekendsale..................................... ................................................... .. (12)3.4Tastingsugar-freepromotion...................... . (14)3.5promotionseason................................. ................................................... (17)4Theassessmentprocess.............................. ................................................... . (20)4.1Thebasisforsuccess.............................. .. (2)4.2successmethods.................................. ................................................... ..21conclusion......................................... ................................................... (22)Reference.......................................... ................................................... (23)executivesummaryuni-presidentisalargefoodcompanyinchinaTaiwan,easta ndsoutheastAsiahashighvisibility,butalsoTaiwanslarg estandoneofthefoodindustries.uni-presidententerprisehasbeenmorethanonehundredath omeandabroad.operatingitemsincludegoodsandservices,tobeco meadiversifiedindustrialgroupoperatingintheintegrat edlife.marketanalysisshowedthetargetsandtasksofuni-preside nt.andcaughtthedatesthroughtocomparewithothercompet itors.Finallyitwasfoundoutthestrength,weakness,oppo rtunityandthreatofuni-president.Accordingtotheanaly sisresults,thecontentofplanningisasfollow: ?Throughmarketanalysistoknowthemarketconditions andmanagementofcompanyatpresent?Accordingproductstomakethemarketingstrategyand dothemarketsegments?Toincreasethemarketsharewithpromotionstrategyb yfrontalattackandbythesideofattack??Aseriesofactivitiestocreatecompanysimageandinc reasethesalesmarketresearchindevelopinggreenteadrinksforelderlybackgrounduni-presidententerprisescorporation(upec)wasfounded inYongkangcity,TainancountyonAugust25th,1967.Todate ,apartfromitsoperationsinthefoodmanufacturingindust ry,ithasalwaysbeenalerttothechangesoftimeandconsume rs’livesstylesinordertocontinueintheexpansionofnewbusi nessesandgrowth.byinvestingtherightproductsorindust riesattherighttimeintherightmarket,andintegratingav ailableresourceforoptimalutilization,upechasaccompl ishedoutstandingachievements.upec’ssuccesshasindirectlypromotedtheprosperityofsociety andgrowthofnationaleconomy.eversinceitsfoundation,uni-presidententerprisecorp. hasfaithfullyfollowedthemanagementphilosophiesof―Threegood‖and―oneFairness‖championedbythefoundermr.wuhsiu-chi.Thestaffatuni-p residenthasworkedtirelessundertheguidanceofpolicies suchasdiversifiedmanagement,adoptingbroadervisionsandvaluingtalentedemployeestoyieldanentrepreneurials piritofintegrityanddiligence.sinceitsinitiationin1967,uni-presidenthasalwaystake nresearchanddevelopmentveryseriously.Duringthecompa ny’sinitialoperation,aresearchunitwascreatedintheengin eeringDivision.Theprimaryfocusofresearchatthetimewa sonthedevelopmentofnewanimalfeedformula,wheatflourd evelopmentandqualityinspectionexperiments.In1972,op erationsinresearchanddevelopmentbecameindependentas theResearchDivisionwascreatedwiththreesectionsforex periment,Researchandservice.Theresponsibilitiesofth eResearchDivisioninvolvedtheresearchanddevelopmento fflour,animalfeed,oilandgrease,instantnoodles,dairy productsandbeverages.FromitsbeginningsinatowninsouthernTaiwan,uni-presid ententerprisescorp.hasgrownintoageneralbusinessgrou pthatiscommittedtoservingconsumerswithhealthierfood productsthroughoutTaiwan,mainlandchinaandtherestoft heworldwith40yearsofhardworkandpainstakingmanagement.Apartfromuni-presidentinsistenceofuni-president’sphilosophytooffergoodquality,goodcredibility,goods ervicesatfairprices,uni-presidenthaveendeavoredtobe comeeveryone’sfavoritesymphonyoffoodthatimprovesthequalityandval ueofourconsumers’lives.(upec,20XX)uni-presidentmarketingplan1marketAnalysis1.1corporategoalsandtaskuni-presidentisalargefoodcompanyinchinaTaiwan,easta ndsoutheastAsiahashighvisibility,butalsoTaiwanslarg estandoneofthefoodindustries.corporategoals：masterconsumertrends,developmentinlinewiththeneedso fconsumersandcustomersofgoodsandservicestowinconsum ers,alsowanttopartners,vendorsandshareholdersofthef ulltrustandfullsupport.Task：uni-presidenthasbeeninsistingwithgoodquality,goodcr edit,goodservice,fairprices,honesthardwork,innovati onandprogressivebusinessphilosophyandservicethecommunity.1.2marketsituationandstrategyuni-presidententerprisesathomeandabroadhavebeenmore thanahundred，operatingitemsincludegoodsandservices,tobecomeadive rsifiedindustrialgroupoperatingintheintegratedlife.Inthe"internationalization"and"diversification"stra tegy，uni-presidententerpriseswillcontinuetoworkwithinter nationallyrenownedcompaniesjointinvestmentandcooper ation,toabsorbingtheconceptofinternationaloperation sandtechnology,butalsowillwiththemainlandandtheAsia nmarket,towardsbecomingoneoftheworldslargestfoodcom panies.In20XX,presidententerpriseshasbecomethebeiji ng20XXolympicgames,theexclusivesupplierofinstantnoo dle.(wu,2000)篇三：销售英文缩写R&D：researchanddevelolment，研发。
市场营销(双语教程)Chapter 5 Segmentation, Targeting and Positioning
5.1.4 Market-Segmentation Procedure
1. Survey Stage The researcher conducts exploratory interviews and focus groups to gain insight into customer motivations, attitudes, and behavior. Then the researcher prepares a questionnaire and collects data on attributes and their importance ratings, brand awareness and brand ratings, product-usage patterns, attitudes toward the product category, and respondents’ demographics, geographics, psychographics, and media-graphics. 2. Analysis Stage The researcher applies factor analysis to the data to remove highly correlated variables, and then uses cluster analysis to create a specified number of maximally different segments. 3. Profiling Stage Each cluster is profiled in terms of its distinguishing attitudes, behavior, demographics, psychographics, and media patterns, and then each segment is given a name based on its dominant characteristic.
营销英语课件第7-8章
Individual Marketing
Tailoring products and programs to the needs of individual customers, i.e. Dell
drivers of a proposed new sports car.
Explain your choices.
7-10
Segmenting Business Markets
Operating Characteristics Purchasing Approaches Situational Factors
Analyze current segment sales, growth rates, and expected profitability for various segments.
Segment Structural Attractiveness
Consider effects of: competitors, availability of substitute products, and the power of buyers & suppliers.
7-5
Step 1. Market Segmentation Geographic Segmentation
World Region or Country
City or Metro Size Density or Climate
7-6
Step 1. Market Segmentation
Demographic Segmentation
市场细分(English)
Levels of marketing segmentation
No segmentation
Complete segmentation
Mass marketing
Segment marketing
Niche marketing
Micromarketing
Bases for Segmenting Consumer Markets
Next week
Product and services strategy Assignment: Reviewing the lecture 6
Text book (chapter 7)
Case study: enterprise rent-a-car:selling the
sream(Page 285-287)
Stages in Market Orientation
Mass Marketing
Product-Variety Marketing
Target Marketing
Steps in Segmentation, Targeting, and Positioning
6. Develop Marketing Mix for Each Segment Market Positioning 5. Develop Positioning for Each Segment 4. Select Target Segment(s) Market 3. Develop Measures targeting of Attractiveness 2. Develop Profiles of Segments Market Segmentation 1. Identify Bases for Segmentation
CHAP6-10
For products whose price is low enough, population is a more important variable than income
– The 10 most populous countries in the world account for roughly 60 percent of the world’s population
© 2005 Prentice Hall
7-7
Global Market Segmentation P170
Segmentation variables:
– – – – – Demographic Segmentation人口细分 Psychographic Segmentation心理细分 Behavior Segmentation Segmentation行为细分 Benefit Segmentation利益细分 Ethnic Segmentation民族细分
global market segmentation is based on the premise that companies should attempt to identify consumers in different countries who share similar needs and wants. P169
© 2005 Prentice Hall
7-4
Consumers in different countries increasingly seek variety, the same new segments are likely to show up in multiple national markets. P169
外贸商务英语情景口语100主题
外贸商务英语情景口语100主题1. Greeting and Introductions- Hello, I am glad to meet you. My name is [Name] from [Company Name].- Hi, I’m [Name]. I am the sales manager at [Company Name].2. Product Presentation- This is our latest product, which is in high demand in the market.- Our product has unique features that differentiate it from other similar products.3. Negotiating Prices- Can we discuss the pricing for a bulk order?- We are willing to negotiate the price if the order quantity is increased.4. Shipping and Logistics- How soon can the products be shipped to our warehouse?- We need to make sure the products are delivered on time.5. Payment Terms- What are the payment terms for the order?- We prefer to have a flexible payment arrangement.6. Quality Assurance- Can you assure the quality of the products?- We need to make sure the products meet our quality standards.7. Market Analysis- Can you provide us with a market analysis for the product?- We need to understand the target market for the product.8. Trade Shows and Exhibitions- Are you planning to attend any trade shows or exhibitions?- We are interested in participating in trade shows to promote our products.9. Business Contracts- We need to sign a formal contract for the business agreement.- Let’s review the terms and conditions of the contract.10. Cultural Differences- How can we overcome cultural barriers in doing business?- It is important to understand and respect cultural differences in business.11. Business Etiquette- What are the proper business etiquettes in your country?- We want to ensure that we follow the appropriate business protocols.12. Time Management- How do you manage your time effectively in business?- Time management is crucial for business success.13. Handling Complaints- What is the procedure for handling customer complaints?- We need to address any complaints from customers promptly.14. Building Relationships- Let’s focus on building a long-term business relationship.- Building a good relationship is essential for business growth.15. Ethical Business Practices- We believe in upholding ethical business practices.- It is important to conduct business with integrity and honesty.16. Branding and Marketing- How do you plan to promote your brand in the market?- Branding and marketing are important for business visibility.17. Cross-Cultural Communication- How do you communicate effectively across different cultures?- Understanding cross-cultural communication is essential in international business.18. Supply Chain Management- Can you provide information about your supply chain management?- Effective supply chain management is crucial for business operations.19. E-commerce and Online Sales- How do you utilize e-commerce for your business?- E-commerce has become an important aspect of business today.20. Import and Export Regulations- What are the import and export regulations in your country?- Understanding the regulations is important for international trade.21. Financial Planning- How do you plan your finances for business growth?- Financial planning is crucial for the success of any business.22. Risk Management- How do you mitigate risks in foreign trade business?- Identifying and managing risks is important for business stability.23. Business Networking- Let’s explore opportunities for business networking.- Building a strong network is important for business expansion.24. Taxation and Compliance- What are the tax requirements for foreign trade?- It is important to comply with tax regulations for international business.25. Data Analysis and Decision Making- How do you analyze data to make informed business decisions?- Data analysis is crucial for effective decision-making.26. Product Development and Innovation- How do you focus on product development and innovation?- Continuous improvement is essential for business growth.27. Market Entry Strategies- What are the strategies for entering new markets?- Market entry requires careful planning and strategic approach.28. International Business Law- How do you ensure compliance with internationalbusiness laws?- Understanding international business laws is important for legal protection.29. Environmental Sustainability- What is your approach to environmental sustainabilityin business?- Environmental sustainability is a growing concern in global business.30. Market Research and Analysis- How do you conduct market research and analysis?- Market research is important for understanding consumer needs.31. Customer Relationship Management- How do you manage your relationships with customers?- Building strong customer relationships is important for business retention.32. Trade Financing- Can you provide information on trade financing options?- Trade financing is important for facilitating international transactions.33. Foreign Exchange and Currency Management- How do you manage foreign exchange and currency fluctuations?- Currency management is important for international transactions.34. Outsourcing and Vendor Management- How do you manage your vendors and outsourcing partners?- Effective vendor management is important for business operations.35. Business Intelligence and Analytics- How do you utilize business intelligence and analytics for your business?- Data-driven decision-making is important for business success.36. Diplomacy and Conflict Resolution- How do you handle conflicts and maintain diplomacy in business?- Conflict resolution is important for maintaining good business relationships.37. International Trade Agreements- What are the trade agreements that affect your business?- Understanding trade agreements is important forbusiness planning.38. Regulatory Compliance- How do you comply with regulations in different countries?- Complying with regulations is important for international trade.39. Intellectual Property Rights- How do you protect your intellectual property in foreign trade?- Protecting intellectual property is important for business security.40. Digital Marketing and Social Media- How do you utilize digital marketing and social media for business promotion?- Digital marketing has become an important aspect of business promotion.41. Market Segmentation and Targeting- How do you segment and target your market effectively?- Understanding the target market is important for business success.42. Crisis Management- How do you handle crisis situations in business?- Crisis management is important for business resilience.43. Competitive Analysis- How do you analyze your competitors in the market?- Understanding competition is important for business strategy.44. Regulatory Changes and Updates- How do you stay updated with regulatory changes affecting your business?- Staying informed about regulatory changes is important for compliance.45. Business Continuity Planning- How do you plan for business continuity in case of disruptions?- Business continuity planning is important for risk management.46. Innovation and Technology Adoption- How do you adopt innovation and technology in your business?- Embracing technology is important for business growth.47. Strategic Partnerships and Alliances- How do you form strategic partnerships and alliances for business growth?- Collaborating with partners is important for business expansion.48. Crisis Communication- How do you communicate with stakeholders during a crisis?- Effective communication is crucial during crisis situations.49. Data Privacy and Cybersecurity- How do you ensure data privacy and cybersecurity in your business?- Protecting data and cybersecurity is important for business integrity.50. Talent Acquisition and Human Resources- How do you recruit and manage talent for your business?- Human resources management is important for business operations.51. Business Expansion and Globalization- How do you plan for business expansion in the global market?- Globalization requires careful planning and strategy.52. Sales and Marketing Strategies- What sales and marketing strategies do you implement for your products?- Effective sales and marketing strategies are important for business growth.53. Market Trends and Forecasting- How do you identify and forecast market trends in your industry?- Understanding market trends is important for business planning.54. Export Documentation and Compliance- What are the documentation requirements for export compliance?- Compliance with export documentation is important for international trade.55. Relationship Building with Suppliers- How do you build strong relationships with your suppliers?- Building good supplier relationships is important for business operations.56. Conflict of Interest Management- How do you manage conflicts of interest in business dealings?- Managing conflicts of interest is important for business ethics.57. Business Travel and Communication- How do you handle business travel and communication with international partners?- Effective communication during business travel is crucial for business success.58. Market Entry Challenges- What challenges do you face when entering new markets?- Overcoming market entry challenges requires careful planning and strategy.59. Social Responsibility and Ethical Sourcing- How do you ensure social responsibility and ethical sourcing in your business?- Social responsibility and ethical sourcing are important for business reputation.60. Market Positioning Strategies- How do you position your brand in the market for competitive advantage?- Strategic positioning is important for brand visibility.61. Regulatory Compliance Training- How do you provide regulatory compliance training toyour employees?- Training on regulatory compliance is important for business integrity.62. Business Analytics and Key Performance Indicators- How do you utilize business analytics and KPIs to measure business performance?- Monitoring business performance is important for business growth.63. Trade Tariffs and Import Duties- How do you manage trade tariffs and import duties for international trade?- Understanding trade tariffs and import duties is important for cost management.64. Market Penetration and Market Share- How do you penetrate new markets and increase market share?- Market penetration and market share growth are important for business expansion.65. International Business Networking Events- How do you leverage international business networking events for your business?- Networking at international events is important for business connections.66. Global Supply Chain Integration- How do you integrate your global supply chain for efficiency?- Supply chain integration is important for business operations.67. Risk Assessment and Risk Mitigation- How do you assess and mitigate risks in your business?- Identifying and managing risks is crucial for business stability.68. Product Packaging and Labeling Compliance- How do you ensure compliance with product packaging and labeling regulations?- Packaging and labeling compliance is important for product distribution.69. Sales Forecasting and Demand Planning- How do you forecast sales and plan for demand in your business?- Sales forecasting and demand planning are important for inventory management.70. International Trade Disputes and Resolutions- How do you handle trade disputes and find resolutions in international trade?- Resolving trade disputes is important for maintaining business relationships.71. Business Process Optimization- How do you optimize your business processes for efficiency?- Process optimization is important for business productivity.72. FDI (Foreign Direct Investment) and Market Entry- How do you attract foreign direct investment and enter new markets?- FDI and market entry strategies are important for business expansion.73. Business Risk Analysis and Contingency Planning- How do you analyze business risks and plan for contingencies?- Contingency planning is important for business resilience.74. International Trade Finance and Letters of Credit- How do you utilize trade finance options and letters of credit for international transactions?- Trade finance and letters of credit are important for trade transactions.75. Market Segmentation and Consumer Behavior- How do you segment markets and understand consumer behavior in different regions?- Understanding consumer behavior is important for marketing strategies.76. Ethical Supply Chain Management- How do you ensure ethical practices in your supply chain management?- Ethical supply chain management is important for business sustainability.77. Business Ethics and Corporate Governance- How do you uphold business ethics and ensure corporate governance in your business?- Promoting ethical business practices is important for business reputation.78. Product Compliance and Regulatory Certifications- How do you ensure product compliance and obtain regulatory certifications?- Products compliance and certifications are important for market access.79. Channel and Distribution Management- How do you manage your channels and distribution networks for effective sales?- Channel and distribution management are important for product distribution.80. International Trade Insurance and Risk Management- How do you utilize trade insurance and manage risks in international trade?- Risk management and insurance are important for business protection.81. Market Development Strategies- How do you develop new markets and identify growth opportunities?- Market development requires strategic planning and analysis.82. Business Fraud Prevention and Detection- How do you prevent and detect business fraud in your operations?- Fraud prevention is important for business security.83. International Business Terminology and Language Skills- How do you improve international business terminology and language skills?- Language skills are important for effective communication in international business.84. Innovation and Research & Development- How do you invest in innovation and research & development for new products?- Innovation and R&D are important for business growth.85. Market Entry Barriers and Market Access- What are the barriers to market entry and how do you gain market access?- Overcoming market entry barriers is important for business expansion.86. Product Recall and Quality Assurance- How do you handle product recalls and ensure quality assurance in your business?- Product quality is important for customer satisfaction and retention.87. Export Compliance and Trade Controls- How do you comply with export regulations and trade controls for international trade?- Export compliance is important for business trust and integrity.88. Channel Partnerships and Collaborations- How do you form channel partnerships and collaborations for business growth?- Collaborating with partners is important for business expansion.89. Competitive Pricing and Value Proposition- How do you set competitive pricing and offer value to your customers?- Value proposition is important for customer attraction and retention.90. Import Licensing and Customs Clearance- How do you obtain import licenses and manage customs clearance for your products?- Import licensing and customs clearance are importantfor product importation.91. Crisis Communication and Media Relations- How do you handle crisis communication and manage media relations during crisis situations?- Effective communication during crises is important for business reputation.92. Supply Chain Risk Management and Resilience- How do you manage supply chain risks and build resilience in your operations?- Resilient supply chain management is important for business stability.93. Rules of Origin and Preferential Trade Agreements- How do you comply with rules of origin and utilize preferential trade agreements for your products?- Preferential trade agreements are important forreducing trade barriers.94. Market Testing and Product Launch- How do you test markets and launch products effectively?- Market testing is important for understanding consumer response.95. Overseas Branches and Business Expansion- How do you establish overseas branches and expand your business internationally?- Overseas expansion requires strategic planning and investment.96. International Payment Terms and Currency Hedging- How do you negotiate international payment terms and manage currency hedging for your transactions?- Currency hedging is important for mitigating financial risks.97. Business Diversity and Inclusion- How do you promote diversity and inclusion in your business?- Embracing diversity and inclusion is important for business reputation.98. International Trade Agreements and Politics- How do international trade agreements and political factors affect your business?- Understanding political influences is important for business planning.99. Supply Chain Transparency and Traceability- How do you ensure supply chain transparency and traceability in your operations?- Transparency and traceability are important for product integrity.100. Exit Strategies and Business Closure- How do you plan exit strategies and manage business closure if needed?- Planning for business closure is important for risk management.。
Market Segmentation, Targeting and Positioning
ORGANISATION
Cement Manufacturer
MARKETING MIX
•Product •Price •Promotion •Distribution
Independent DIY Shops
Builders Merchants
National DIY Chains
14
Target marketing strategies
4
Claritas
Lifestyle data helps to segment and target markets.
5
Segmenting organizational markets
Organizational segmentation
Macrosegmentation
Organizational size Industry Geographic location
Customized marketing
Marketing mix 1 Marketing mix 2 Marketing mix 3
Customer 1 Customer 2 Customer 3
15
Example of Customized Strategy
ORGANISATION
INDIVIDUAL MIXES
11
Example of Differentiated Strategy
LEVI’s
Marketing Mix 1
Marketing Mix 2
Marketing Mix 3
Marketing Mix 4
Marketing Mix 5
TrendyCasual
Utilitarian Customer
part4-Ch04_Segmenting and Targeting[1]
![part4-Ch04_Segmenting and Targeting[1]](https://img.taocdn.com/s3/m/4347b480bceb19e8b8f6ba9d.png)
Market Segment
Market Segmentation
消费者市场
Consumer markets
1
由最终消费者构成
购买商品和服务用于个
人消费的个人与家庭
消费者购买行为千差万 别，购买决策背后都有 一系列决定因素
全球的消费者市场有60亿人口
5
商业市场
Business markets
28
例4-2：家庭生命周期对营销的影响 2 ——Young single
极少经济负担 Few financial burdens
领导时尚者Fashion opinion leaders 娱乐导向 Recreation-oriented 购买 buy：
小家具 Basic furniture
市场与市场细分 Describe the characteristics of markets and market segments. Explain the importance of market segmentation. Discuss criteria for successful market segmentation.
牙膏人人都用、但目的各不相同：Crest强调防 止蛀牙；Close Up暗示能增强异性吸引力； Gleem——更白；Topol——去烟斑；Colgate Junior——取悦儿童（加氟保护投父母所好）
14
1
市场细分的重要性（续）
市场细分让营销者能更好的界定消费者的需求
识别具有相同需求的顾客群体 分析其购买行为 设计专门营销组合，迎合一个或多个细分市场的顾客 需求特点
children
收集客户资料英语作文
收集客户资料英语作文Title: Collecting Customer Information: Importance and Best Practices。
In today's business landscape, collecting customer information is essential for understanding consumer needs, preferences, and behaviors. This data serves as the foundation for creating targeted marketing strategies, improving products or services, and fostering long-term customer relationships. In this essay, we will explore the significance of gathering customer information and discuss best practices for doing so effectively.Firstly, collecting customer information enables businesses to personalize their interactions with clients. By knowing their demographics, purchasing history, and preferences, companies can tailor their marketing messages and offerings to resonate with individual customers. Personalization enhances customer satisfaction and loyalty, as individuals feel valued and understood by the brand.Moreover, customer data facilitates market segmentation and targeting. By analyzing demographics, psychographics, and behavioral patterns, businesses can identify distinct market segments with unique needs and characteristics. This allows them to develop targeted marketing campaigns thatare more likely to resonate with specific audience segments, thereby maximizing marketing ROI and sales effectiveness.Additionally, customer information serves as a valuable asset for product development and improvement. By gathering feedback, suggestions, and complaints from customers, businesses can gain insights into product strengths and weaknesses. This feedback loop enables companies to make informed decisions about product enhancements, new features, or even entirely new product lines, ensuring that offerings align with customer preferences and expectations.Furthermore, collecting customer information is crucial for effective customer relationship management (CRM). By maintaining comprehensive customer profiles, businesses can track interactions, anticipate needs, and provide timelysupport or assistance. This proactive approach to customer service fosters stronger relationships, enhances customer satisfaction, and increases customer lifetime value.Now that we understand the importance of collecting customer information, let's discuss some best practices for doing so ethically and effectively:1. Transparency and Consent: Always be transparent about the data being collected and obtain explicit consent from customers before gathering their information. Clearly communicate how the data will be used and reassure customers about data security and privacy.2. Minimize Data Collection: Collect only the information that is necessary for fulfilling business objectives. Avoid collecting excessive or irrelevant data, as this can undermine customer trust and compliance with data protection regulations.3. Secure Data Storage: Implement robust security measures to safeguard customer data against unauthorizedaccess, breaches, or misuse. Use encryption, firewalls, access controls, and regular security audits to protect sensitive information.4. Data Accuracy and Maintenance: Ensure that customer data is accurate, up-to-date, and relevant. Regularly verify and update customer records to avoid inaccuracies, duplication, or outdated information.5. Respect Customer Preferences: Respect customer preferences regarding communication channels, frequency of contact, and marketing preferences. Allow customers to opt-out or unsubscribe from marketing communications if they wish to do so.6. Compliance with Regulations: Stay informed about data protection regulations such as GDPR, CCPA, and other relevant laws governing the collection, processing, and storage of customer data. Ensure compliance with legal requirements to avoid fines, penalties, or reputational damage.In conclusion, collecting customer information is essential for businesses to understand, serve, and engage with their target audience effectively. By following best practices for ethical data collection and management, businesses can build trust, enhance customer relationships, and drive sustainable growth in today's competitive marketplace.。
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Market Segmentation
Definition:
A market segments are groups of high-potential prospective customers with common characteristics and needs that distinguish them from other high-potential market segments.
Market Segmentation and Targeting(英文版)(ppt 26页)
Market Segmentation
Markets can be huge and diverse entities made up of individuals. Since individual wants and needs tend to differ, trying to mass market to a whole market often is inefficient. Costing too much time and money, and hurting profit potential. Therefore, a company should focus or target specific groups or segments of individuals to enhance profit opportunities.
Market Segmentation
Geographic Segmentation:
This basis for segmentation calls for dividing the market into different geographic units (i.e. provinces, counties, cities, towns, neighborhoods, etc.).
Market Segmentation
Demographic Segmentation:
This basis of segmentation calls for dividing the markets into groups based on age and/or other variables.
Market Segmentation
Types of Segmentation: • Segment (general): focuses on customers who
share a similar set of wants. • Niche: focuses on customers who seek a distinct
Think of this task as trying to take advantage of the cost savings of mass marketing, but on a smaller scale. Or, conducting mass marketing to groups instead of the market as a whole.
• Age and life-cycle stage • Life stage • Gender • Income • Social class • Generation • Ethnicity
Market Segmentation
Psychographic Segmentation:
This basis of segmentation groups potential customers according to psychological/ personality traits, lifestyles, or values.
Demographic segmentation is popular, because the variables are easier to measre.
Market Segmentation
Some of the variables considered in Demographic Segmentation:
However, unless almost everyone is buying your product/service, the lower expenses will not necessary mean higher profits.
Market Segmentation
As a marketer, defining and identifying groups of individuals who will pay for your product or service is an important task.
Market Segmentation
Some will argue that mass marketing is better, because lower overall production costs are achieved. Lower expenses then leads to higher profits.
product or service to fit the customer’s specific wants (the ultimate in segmentation).
Market Segmentation
Bases for Segmenting Customer Markets: • Geographic • Demographic • Psychographic • Behavioral
set of benefits (often called sub-segmentation). • Local: focuses on the wants of customers in a
specific location. • merization: focuses on customizing the