中山大学吴柏林教授“广告学原理”绝密资料kotler09exs
合集下载
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
Байду номын сангаас
Bases for Segmentation
▪ Geographic ▪ Demographic ▪ Psychographic ▪ Behavioral
▪ Age, race, gender ▪ Income, education ▪ Family size ▪ Family life cycle ▪ Occupation ▪ Religion, nationality ▪ Generation ▪ Social class
– Market targeting: Selecting one or more market segments to enter.
– Market positioning: Establishing and communicating the key distinctive benefit(s) of the company’s market offering to each target.
Using Market Segmentation
▪ Useful market segments share certain characteristics:
– Measurable – Substantial – Accessible – Differentiable – Actionable
▪ Nation or country
▪ State or region
▪ City or metro size
▪ Density
▪ Climate
To accompany A Framework for Marketing Management, 2nd Edition
Segmenting Consumer Markets
To accompany A Framework for Marketing Management, 2nd Edition
Segmenting Consumer Markets
Bases for Segmentation
▪ Geographic ▪ Demographic ▪ Psychographic ▪ Behavioral
four levels:
– Segment marketing – Niche marketing – Local marketing – Individual marketing
To accompany A Framework for Marketing Management, 2nd Edition
To accompany A Framework for Marketing Management, 2nd Edition
Segmenting Consumer Markets
Bases for Segmentation
▪ Geographic ▪ Demographic ▪ Psychographic ▪ Behavioral
▪ Segment identification
▪ Segment positioning
▪ Segment attractiveness
▪ Segment “acid test”
▪ Marketing-mix strategy
To accompany A Framework for Marketing Management, 2nd Edition
中山大学吴柏林教授“广 告学原理”绝密资料 _kotler09exs
2020年5月27日星期三
Objectives
▪ Learn how companies identify the segments that make up a market.
▪ Understand the criteria companies use to choose the most attractive market segments.
To accompany A Framework for Marketing Management, 2nd Edition
Target Marketing
▪ Target marketing requires marketers to take three major steps:
– Market segmentation: Identifying and profiling distinct groups of buyers who differ in their needs and preferences.
Using Market Segmentation
▪ Three patterns of preference segments are typically identified:
– Homogeneous preferences – Diffused preferences – Clustered preferences
▪ Lifestyle
– Activities – Interests – Opinions
▪ Personality
▪ Core values
To accompany A Framework for Marketing Management, 2nd Edition
Segmenting Consumer Markets
To accompany A Framework for Marketing Management, 2nd Edition
Using Market Segmentation
•Needs-based Segmentation Process
▪ Needs-based segmentation
▪ Segment profitability
To accompany A Framework for Marketing Management, 2nd Edition
Using Market Segmentation
▪ Mass marketing is losing popularity ▪ Micromarketing can be undertaken at
Bases for Segmentation
▪ Geographic ▪ Demographic ▪ Psychographic ▪ Behavioral
▪ Age, race, gender ▪ Income, education ▪ Family size ▪ Family life cycle ▪ Occupation ▪ Religion, nationality ▪ Generation ▪ Social class
– Market targeting: Selecting one or more market segments to enter.
– Market positioning: Establishing and communicating the key distinctive benefit(s) of the company’s market offering to each target.
Using Market Segmentation
▪ Useful market segments share certain characteristics:
– Measurable – Substantial – Accessible – Differentiable – Actionable
▪ Nation or country
▪ State or region
▪ City or metro size
▪ Density
▪ Climate
To accompany A Framework for Marketing Management, 2nd Edition
Segmenting Consumer Markets
To accompany A Framework for Marketing Management, 2nd Edition
Segmenting Consumer Markets
Bases for Segmentation
▪ Geographic ▪ Demographic ▪ Psychographic ▪ Behavioral
four levels:
– Segment marketing – Niche marketing – Local marketing – Individual marketing
To accompany A Framework for Marketing Management, 2nd Edition
To accompany A Framework for Marketing Management, 2nd Edition
Segmenting Consumer Markets
Bases for Segmentation
▪ Geographic ▪ Demographic ▪ Psychographic ▪ Behavioral
▪ Segment identification
▪ Segment positioning
▪ Segment attractiveness
▪ Segment “acid test”
▪ Marketing-mix strategy
To accompany A Framework for Marketing Management, 2nd Edition
中山大学吴柏林教授“广 告学原理”绝密资料 _kotler09exs
2020年5月27日星期三
Objectives
▪ Learn how companies identify the segments that make up a market.
▪ Understand the criteria companies use to choose the most attractive market segments.
To accompany A Framework for Marketing Management, 2nd Edition
Target Marketing
▪ Target marketing requires marketers to take three major steps:
– Market segmentation: Identifying and profiling distinct groups of buyers who differ in their needs and preferences.
Using Market Segmentation
▪ Three patterns of preference segments are typically identified:
– Homogeneous preferences – Diffused preferences – Clustered preferences
▪ Lifestyle
– Activities – Interests – Opinions
▪ Personality
▪ Core values
To accompany A Framework for Marketing Management, 2nd Edition
Segmenting Consumer Markets
To accompany A Framework for Marketing Management, 2nd Edition
Using Market Segmentation
•Needs-based Segmentation Process
▪ Needs-based segmentation
▪ Segment profitability
To accompany A Framework for Marketing Management, 2nd Edition
Using Market Segmentation
▪ Mass marketing is losing popularity ▪ Micromarketing can be undertaken at