tailieunhanh - Market SegmentationTargeting & Psitioning

Market segmentation 1. Identify bases for segmenting the market . 2. Develop profiles of resulting segments . | Part Three: Market Segmentation Targeting & Psitioning ( Chapter8) Market segmentation 1. Identify bases for segmenting the market . 2. Develop profiles of resulting segments . Market targeting measures of segment attractiveness. the target segment(s). Market positioning 5. Develop positioning for each target segment. marketing mix for each target segment. STP Strategies () Major Segmentation Variables for Consumer Markets () Geographic Region Country size City size Density Climate Demographic Age Gender Life cycle Family size Income Occupation Education . Psychographic Social class Lifestyle Personality Behavioral Purchase occasion Benefits sought User status Usage rate Loyalty status Major Segmentation Variables for Business Markets () Demographic Industry Company size Location Operating variables Technology User/nonuser status Customer capabilities Purchasing approaches Purchasing function organization. Power structure. . | Part Three: Market Segmentation Targeting & Psitioning ( Chapter8) Market segmentation 1. Identify bases for segmenting the market . 2. Develop profiles of resulting segments . Market targeting measures of segment attractiveness. the target segment(s). Market positioning 5. Develop positioning for each target segment. marketing mix for each target segment. STP Strategies () Major Segmentation Variables for Consumer Markets () Geographic Region Country size City size Density Climate Demographic Age Gender Life cycle Family size Income Occupation Education . Psychographic Social class Lifestyle Personality Behavioral Purchase occasion Benefits sought User status Usage rate Loyalty status Major Segmentation Variables for Business Markets () Demographic Industry Company size Location Operating variables Technology User/nonuser status Customer capabilities Purchasing approaches Purchasing function organization. Power structure. Nature of existing relationships. General purchase policies. Purchasing criteria. Situational factors Urgency Specific application Size of order. Personal characteristics Buyer-seller similarity Attitudes toward risk Loyalty. The characteristics of market segments: () Measurable; (可测定性) Accessible; (可进入性) Substantial; (可获利性) Differentiable; (可区分性） Actionable. (可操作性) Target Marketing Evaluating Market Segments () Segment Size and Growth Segment Structural Attractiveness Company Objectives and Resources Target Markets Target market () Target market is a set of buyer sharing common needs or characteristics that the company decides to serve. Market Segmentation Levels of market segmentation () Mass marketing Segment marketing Niche marketing Micro- marketing Mass (Undifferentiated) marketing （无差异营销） A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer . Segment .