营销管理,科特勒,第十二版,第8章英文PPT
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)。
8-12
Segmenting for Business Markets
Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics
8-13
Models of Sequential Segmentation
8-15
Effective Segmentation Criteria
Measurable Substantial Accessible Differentiable Actionable
8-16
8-3
Four Levels of Micromarketing
Segments Niches Local areas Individuals
8-4
Segment Marketing
Targeting a group of customers who share a similar set of needs and wants.
8-6
The Experience Economy
Experience Services Goods Commodity
8-7
Customerization
Combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.
Needs-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test Marketing mix strategy
Stage of decision First-time prospects Novices Sophisticates Orientation Price-oriented Solution-oriented Strategic-value
8-14
Steps in Segmentation Process
8-10
Figure 8.3 Profiling American Generations
GI Generation
1901-1924
Generation X
1965-1977
Silent Generation
1925-1945
Generation Y
1978-1994
Baby Boomers
1946-1964
8-8
Segmenting Consumer Markets
Geographic Demographic Psychographic Behavioral
8-9
Demographic Segmentation
Age and Life Cycle Life Stage Gender Income Generation Social Class
Millenials
1995-2002
8-11
Behavioral Segmentation
Decision Roles Initiator Influencer Decider Buyer User Behavioral Variables Occasions Benefits User Status Usage Rate Buyer-Readiness Loyalty Status Attitude
8源自文库5
Flexible Marketing Offerings
Naked solution Product and service elements that all segment members value Discretionary options Some segment members value Options may carry additional charges
8-2
Effective Targeting Requires…
Identify and profile distinct groups of buyers who differ in their needs and preferences. Select one or more market segments to enter. Establish and communicate the distinctive benefits of the market offering.
MARKETING MANAGEMENT 12th edition
8 Identifying Market Segments and Targets
Kotler
Keller
Chapter Questions
What are the different levels of market segmentation? How can a company divide a market into segments? How should a company choose the most attractive target markets? What are the requirements for effective segmentation?
Segmenting for Business Markets
Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics
8-13
Models of Sequential Segmentation
8-15
Effective Segmentation Criteria
Measurable Substantial Accessible Differentiable Actionable
8-16
8-3
Four Levels of Micromarketing
Segments Niches Local areas Individuals
8-4
Segment Marketing
Targeting a group of customers who share a similar set of needs and wants.
8-6
The Experience Economy
Experience Services Goods Commodity
8-7
Customerization
Combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.
Needs-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test Marketing mix strategy
Stage of decision First-time prospects Novices Sophisticates Orientation Price-oriented Solution-oriented Strategic-value
8-14
Steps in Segmentation Process
8-10
Figure 8.3 Profiling American Generations
GI Generation
1901-1924
Generation X
1965-1977
Silent Generation
1925-1945
Generation Y
1978-1994
Baby Boomers
1946-1964
8-8
Segmenting Consumer Markets
Geographic Demographic Psychographic Behavioral
8-9
Demographic Segmentation
Age and Life Cycle Life Stage Gender Income Generation Social Class
Millenials
1995-2002
8-11
Behavioral Segmentation
Decision Roles Initiator Influencer Decider Buyer User Behavioral Variables Occasions Benefits User Status Usage Rate Buyer-Readiness Loyalty Status Attitude
8源自文库5
Flexible Marketing Offerings
Naked solution Product and service elements that all segment members value Discretionary options Some segment members value Options may carry additional charges
8-2
Effective Targeting Requires…
Identify and profile distinct groups of buyers who differ in their needs and preferences. Select one or more market segments to enter. Establish and communicate the distinctive benefits of the market offering.
MARKETING MANAGEMENT 12th edition
8 Identifying Market Segments and Targets
Kotler
Keller
Chapter Questions
What are the different levels of market segmentation? How can a company divide a market into segments? How should a company choose the most attractive target markets? What are the requirements for effective segmentation?