中山大学吴柏林教授“广告学原理”绝密资料_kotler09exs.ppt

ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide0inChapter9,Chapter9,IdentifyingMarketSegmentsandSelectingTargetMarkets,PowerPointbyKarenE.JamesLouisianaStateUniversity-Shreveport,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide1inChapter9,Objectives,Learnhowcompaniesidentifythesegmentsthatmakeupamarket.Understandthecriteriacompaniesusetochoosethemostattractivemarketsegments.,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide2inChapter9,TargetMarketing,Targetmarketingrequiresmarketerstotakethreemajorsteps:Marketsegmentation:Identifyingandprofilingdistinctgroupsofbuyerswhodifferintheirneedsandpreferences.Markettargeting:Selectingoneormoremarketsegmentstoenter.Marketpositioning:Establishingandcommunicatingthekeydistinctivebenefit(s)ofthecompanysmarketofferingtoeachtarget.,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide3inChapter9,UsingMarketSegmentation,MassmarketingislosingpopularityMicromarketingcanbeundertakenatfourlevels:SegmentmarketingNichemarketingLocalmarketingIndividualmarketing,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide4inChapter9,UsingMarketSegmentation,Threepatternsofpreferencesegmentsaretypicallyidentified:HomogeneouspreferencesDiffusedpreferencesClusteredpreferences,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide5inChapter9,UsingMarketSegmentation,Needs-basedsegmentationSegmentidentificationSegmentattractiveness,SegmentprofitabilitySegmentpositioningSegment“acidtest”,Marketing-mixstrategy,Needs-basedSegmentationProcess,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide6inChapter9,UsingMarketSegmentation,Usefulmarketsegmentssharecertaincharacteristics:MeasurableSubstantialAccessibleDifferentiableActionable,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide7inChapter9,SegmentingConsumerMarkets,BasesforSegmentationGeographicDemographicPsychographicBehavioral,NationorcountryStateorregionCityormetrosizeDensityClimate,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide8inChapter9,SegmentingConsumerMarkets,BasesforSegmentationGeographicDemographicPsychographicBehavioral,Age,race,genderIncome,educationFamilysizeFamilylifecycleOccupationReligion,nationalityGenerationSocialclass,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide9inChapter9,SegmentingConsumerMarkets,BasesforSegmentationGeographicDemographicPsychographicBehavioral,LifestyleActivitiesInterestsOpinionsPersonalityCorevalues,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide10inChapter9,SegmentingConsumerMarkets,BasesforSegmentationGeographicDemographicPsychographicBehavioral,OccasionsBenefitsUserstatusUsagerateLoyaltystatusBuyer-readinessAttitude,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide11inChapter9,SegmentingConsumerMarkets,Multi-attributesegmentationviageoclusteringcombinesmultiplevariablestoidentifysmaller,better-definedtargetgroupsPRIZMGeoclusteringsystemusesdemographic,geographic,lifestyle,andbehavioralcharacteristics,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide12inChapter9,SegmentingBusinessMarkets,OperatingvariablesPurchasingapproaches,SituationalfactorsPersonalcharacteristics,BasesforSegmentation,Demographicvariables,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide13inChapter9,SegmentingBusinessMarkets,RackmanandVincentisproposedasegmentationschemethatclassifiesbusinessbuyersintothreegroups:Price-orientedcustomers:bestservedviatransactionalsellingSolution-orientedcustomers:bestservedbymeansofconsultativesellingStrategic-valuecustomers:bestservedbymeansofenterpriseselling,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide14inChapter9,MarketTargetingStrategies,Evaluatingandselectingmarketsegmentsrequiresassessingthesegmentsoverallattractivenessinlightofcompanysobjectivesandresources.Fivepatternsoftargetmarketselectioncanthenbeconsidered.,ToaccompanyAFrameworkforMarketingManagement,2ndEdition,Slide15inChapter9,MarketTargetingStrategies,Single-segmentconcentrationSelectivespecialization,ProductspecializationMarketspecialization,PatternsofTargetMarketSelection,Fullmarketcoverage,ToaccompanyAFrameworkforMarketingManagement,2n