大学课件-国际市场营销-第九章
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呼叫中心者的贫富程度，确定相应的区别对待的态度。
先进的技术自动“识别”顾客来电，并将他们的问题转给 受过专门训练的员工，公司以不同方式将其客户或潜在客 户分类，最富有的人不用排队，可以同能使他们受到优待 的员工交谈，大多数银行、移动电话公司、主要零售商、 和旅行社纷纷采用这一技术。例如，银行根据客户的社会 地位、文化程度及收入水平确定每一个人的“终身”价值 ，最高一档的客户可能为银行带来25万美元的利润。
3.Steps in global market segmentation
1.选择要研究的市 场或产品范畴
select the scope of market or product
2. Key criteria for global market segmentation A. Geographical segmentation According to different countries or regions、market size、market density or climate, marketers segment global markets. B .demographic segmentation It is based on measurable characteristics of population
Communication strategy. in each country appeared to bear sufficient similarity
Eg: celebrity 研究表明具有不同价值观的人热衷于不同的活动，购买不同
的物品并且偏爱不同的媒体。不同的目标顾客群需要具有 相应价值观的企业为其服务。因此，企业要赢得特定的目 标顾客群，必须培育内含相应价值观的企业文化。服务于 不同目标市场的不同企业，即使在同一产业竞争，其价值 观也应有所区别。 比如，瑞士手表业的劳力士和天美时品牌就分别塑造了不同 的价值观。劳力士：高收入顾客群；塑造一种强调它的 制造质量、卓越乘诺和良好声誉及开发能力的价值观。 天美时：大众消费群；强调实用、可靠、低成本和守时，因 此，它文化中强调大规模制造和低成本的价值观。 一般来说成功企业的价值观总是体现了目标顾客群所追求的 核心价值。
Leabharlann Baiduuch as age, gender,income,education and occupation etc. Eg: in terms of national income: • euro-us market; • African market; • emerging market;
a number of global demographic trends
Steps in market segmentation, targeting and positioning:
market segmentation market targeting market positioning
(1).Identify segmentation variables and segment the market (2).Develop profiles of resulting segment
D. Behavior segmentation it focus on whether or not people buy and use a product , as well as how often ,and how much they use it. (1).usage rate: heavy, medium, light and nonuser (2). User status: potential user, nonuser, ex-user, regular, First-timer and user of competitor’s products Eg: 英国公司流行“顾客分级”：利用邮政编码，根据拨打
3).Evaluate the attractiveness of each segment (4).Select the target segment
(5).Identify possible positioning concepts for each target segment
(6). Select ,develop and communicate the choosen positioning concept
Swatch: Swiss watch and second watch
C .psychological segmentation it is the process of grouping people in terms of their attitudes, Values and lifestyles. The underlying value structures to warrant a common overall
Chapter 9 global market segmentation, targeting and
positioning
一. Global market segmeetation There are different markets, these market includes some basic features: 1).people or organization 2).needs or wants 3).purchasing power 4).willing to buy
1.Definition of global market segmentationma It may be defined as the processs of identifying groups or
subnational levels who are likely to exhibit similar buying behavior.
先进的技术自动“识别”顾客来电，并将他们的问题转给 受过专门训练的员工，公司以不同方式将其客户或潜在客 户分类，最富有的人不用排队，可以同能使他们受到优待 的员工交谈，大多数银行、移动电话公司、主要零售商、 和旅行社纷纷采用这一技术。例如，银行根据客户的社会 地位、文化程度及收入水平确定每一个人的“终身”价值 ，最高一档的客户可能为银行带来25万美元的利润。
3.Steps in global market segmentation
1.选择要研究的市 场或产品范畴
select the scope of market or product
2. Key criteria for global market segmentation A. Geographical segmentation According to different countries or regions、market size、market density or climate, marketers segment global markets. B .demographic segmentation It is based on measurable characteristics of population
Communication strategy. in each country appeared to bear sufficient similarity
Eg: celebrity 研究表明具有不同价值观的人热衷于不同的活动，购买不同
的物品并且偏爱不同的媒体。不同的目标顾客群需要具有 相应价值观的企业为其服务。因此，企业要赢得特定的目 标顾客群，必须培育内含相应价值观的企业文化。服务于 不同目标市场的不同企业，即使在同一产业竞争，其价值 观也应有所区别。 比如，瑞士手表业的劳力士和天美时品牌就分别塑造了不同 的价值观。劳力士：高收入顾客群；塑造一种强调它的 制造质量、卓越乘诺和良好声誉及开发能力的价值观。 天美时：大众消费群；强调实用、可靠、低成本和守时，因 此，它文化中强调大规模制造和低成本的价值观。 一般来说成功企业的价值观总是体现了目标顾客群所追求的 核心价值。
Leabharlann Baiduuch as age, gender,income,education and occupation etc. Eg: in terms of national income: • euro-us market; • African market; • emerging market;
a number of global demographic trends
Steps in market segmentation, targeting and positioning:
market segmentation market targeting market positioning
(1).Identify segmentation variables and segment the market (2).Develop profiles of resulting segment
D. Behavior segmentation it focus on whether or not people buy and use a product , as well as how often ,and how much they use it. (1).usage rate: heavy, medium, light and nonuser (2). User status: potential user, nonuser, ex-user, regular, First-timer and user of competitor’s products Eg: 英国公司流行“顾客分级”：利用邮政编码，根据拨打
3).Evaluate the attractiveness of each segment (4).Select the target segment
(5).Identify possible positioning concepts for each target segment
(6). Select ,develop and communicate the choosen positioning concept
Swatch: Swiss watch and second watch
C .psychological segmentation it is the process of grouping people in terms of their attitudes, Values and lifestyles. The underlying value structures to warrant a common overall
Chapter 9 global market segmentation, targeting and
positioning
一. Global market segmeetation There are different markets, these market includes some basic features: 1).people or organization 2).needs or wants 3).purchasing power 4).willing to buy
1.Definition of global market segmentationma It may be defined as the processs of identifying groups or
subnational levels who are likely to exhibit similar buying behavior.