旅游市场营销3

2022/12/181Chapter5Segmentation,positioningandmarketingmix2022/12/182Objectives:1.Theconceptsofsegmentaton,targentingandpositioning.2.Whyandhowcompaniessegmentvisitormarkets3.Theusefulnessoftheconceptsfortheformulationofmarketingstrategy4.Theterm“marketingmix”2022/12/1831.Introduction:Threemarketingresearchsubjects:segmentation,

targetingandpositioning“Threeinterrelatedsteps”----Kotleretal.2022/12/184Threeinterrelatedsteps:segmentation,

targetingandpositioningThesecondstep:targeting——relatingtothewayinwhichacompanyassessestheattractivenessofeachsegment.Thefirststep:segmentation——asubdivisionofthetotalmarketintodiscreteandidentifiablesegments.2022/12/185Threeinterrelatedsteps:segmentation,

targetingandpositioningThelaststep:positioning——involvinganorganizationinpositioningitselftomeettheexpectationsofitscustomers,orpotentialcustomers,betterthanitscompetitors.2022/12/186Threeinterrelatedsteps:segmentation,

targetingandpositioningRelationshipofthethreesteps2022/12/1872.Segmentation:Definition:thewayinwhichcompaniesandorganizatonsidentifyandcategorizecustomersintoclearlydefinedgroupswithsimilarcharacteristics,andsimilarneedsordesires.

——McDonaldandDunbar,19952022/12/188Segmentation:----comprisingcustomerswhoexhibitsimilarcharacteristics----fewcompaniesattemptingtoappealtoanentiremarket,withtheexceptionoffastfoodrestaurantsector(PizzaHut,McDonald’s,etc)2022/12/189Principlesofsegmentation:1.Identifiable2.Cohesive3.Measurable4.Accessible5.Substantial6.Actionable----Buyersdifferintheirwants/desires,purchasinghabits,frequencyandothercriteria.----Sixcharacteristicsofsegments:2022/12/1810Principlesofsegmentation:1.Identifiable2.Cohesive----comprisingpeoplewhoseek

identifiablysimilarbenefitsfromatourismoffering----beclearlyidentifiableanseparatefromothersegments,bediscrete

----targetingaspecificgroupofpeoplewhopresentacohesivewhole.2022/12/1211Principlesofsegmentation:3.Measurable----marketersbeingabletoestimatethesizeandpotentialspendassociatedwiththesegment.4.Accessible----Asegmentisnotpossiblytargetedunlessitcanbereachedeffectively.2022/12/1212Principlesofsegmentation:5.Substantial----havingtobesufficientlylargetobeworthwhilepursuingforcommercialgain.6.Actionable----amatchbetweenresourcelevel,commitmentandachievabilityintermsofpenetratingthedefinedmarketsegment.----anypracticallimitationsencounteredinreachingspecificsegment?2022/12/1213Consumersegmentation:Twobroadapproachesofanalysis:1.Bytripdescriptors2.Bytouristdescriptors——bySmith----shorthaul,longhaul,visitingfriendsandrelatives(VFR),etc.----greypanthers,adventurer-explorers,etc.2022/12/1214Consumersegmentation:Criteriaandapproachescommonlyused:a.Benefitsegmentation—visitorsseekingdifferentbenefitsfromtourism(education?entertainment?pastime?beach?)—placedifferentemphasisofdifferentaspectsofprovision(byconjointanalysis联合分析法法:customersweightdifferentfeaturesofaservice)2022/12/1215Consumersegmentation:Benefitsegmentationintourism●Relaxation●Health●Funandfreedom●Adventureandchallenge●Eroticism/sexualgratification●Education(Culturevulture)●Sunseeking●Companionship●Discovery2022/12/1216b.Demographicsegmentation人口统计—primaryvariables:age,gender,familylifecycleandethnicity—youngchildren,youngpeople,youngcouples,family,emptynester,seniorcitizensCriteriaandapproachescommonlyused:2022/12/1217Consumersegmentation:Mainapproaches:c.Geographicsegmentation—accordingtogeographicalboundaries—segmentmarketsintoterritorialregionswithdifferentpropensities2022/12/1218d.Geodemographicssegmentation地理人口—accordingtotheresidentialneighbourhoods—ACORN(AClassificationofResidentialNeighbourhoods),developedbytheCACIMarketAnalysisGroupinUK—sensusdata,telephoneownship,etc.2022/12/1219Consumersegmentation:e.Psychographicsegmentation心理描绘—accordingtogeneralizedlifestyleprofiles,socioeconomicandpersonalityprofiles—peoplehavingsimilarstandardsofincomeandaspirations,butcompletelydifferentapproachestothelifestyle2022/12/1220Consumersegmentation:f.Buyerbehavioursegmentation—accordingtobuyingbehavoiur—levelofcommitment,degreeofpurchase,levelofrepeatvisitors,chronologicalsequenceofpurchase（thetheoryofdiffusionofinnovation创新扩散理理论，byRogers,1962）2022/12/1221Consumersegmentation:g.perception—accordingtovaluesandperceptionsholdbyvisitors,whichaffectthethingstheydoorwishtodoinleisuretime,thetypeofdestinationtheyprefer,etc.2022/12/1222Consumersegmentation:h.personality—abuyerandbrandpersonalitycanbematched—limitedintourismsector2022/12/1223Consumersegmentation:i.Usage—accordingtothelevelofusagefromalightorinfrequentusetoregularrepeateduse—repeatvisitorsornot2022/12/1224Consumersegmentation:j.Multivariatesegmentation—combiningseveralvariables—firstlyaccordingtogeodemographicsthensubsequentlyinmoredetailusingothervariables.k.Multilevelsegmentation2022/12/1225Creatingmarketsegments:—basedontheanalysisofmarketinginformation—previousandexistingvisitorsaredefined,andthenpotentialmarketsegments—investigationofinternaldata;examinationofwidermarketingenvironment2022/12/1226Creatingmarketsegments:—automaticinteractiondetection—clusteranalysisa.Twotechniquesusedtodeterminethemostappropriatevariables2022/12/1227Creatingmarketsegments:—descriptionofthesegments—evaluationofthesegmentsb.Segmentationofthemarket—selectionofappropriatesegments2022/12/1228Targeting:—undifferentiatedsegmentationmarketingsegmentation------targetingThreegenericstrategies:—Differentiatedsegmentationmarketing—Concentratedsegmentationmarketing2022/12/12291.undifferentiatedsegmentationmarketingThreegenericstrategies:—thereisnobasisforsegmentingamarketanddevelopsadestinationortourismofferingsuitablefortheentiremarket2022/12/12302.DifferentiatedsegmentationmarketingThreegenericstrategies:—severalmarketsegmentsaredelineatedandthecoreserviceofferingisembellishedaccordingly,tosuittherequirementsofeachspecificsegment.2022/12/12313.ConcentratedsegmentationmarketingThreegenericstrategies:—tosegmentsmallerspecialistsegmentswhichareassociatedwithnichemarketing—aimingtodominateasmallmarketcornerwhichothersdonotconsiderworthwhilepursuing2022/12/1232Positioning:—thewayinwhichacompany,tourismoffering,destinationorcountryisviewedinrelationtoothercompaniesororganisations,bycustomersegments.Definition:Britian:“atrendyplacewithstylishclothes,shopping,musicandclubs””2022/12/1233Positioning:—positioningliesultimatelyintheeyesoftheconsumer.—acompanypositionsitselfinthemarketplacethroughitsserviceofferingandthecommunicationofthistovariousmarketsegments.—howthemarketperceivestheorganizationratherthanhowitperceivesitself.2022/12/1234Positioningtask:1.competitiveadvantagesThreekeysteps(byKotler):—Stepone:identificationofasetofcompetitiveadvantagestochoosefrom,suchasprice,superioraccommodation,speedyjourneytimes,highlymotivatedandprofessionalstaff.Thisisoftenreferredtoasdifferentiation.2022/12/1235Threekeysteps(byKotler):2.prioritizingtheseadvantages—Steptwo:prioritizingtheseadvantagesinordertoselectanoptimumset.Forexample,astaticandpricesensitivemarketwillpreferapositioningstrategywhichhighlightsvalueformoney,offersregionaldeparturesorastandardsupplement,etc.2022/12/1236Threekeysteps(byKotler):—Stepthree:communicatinganddeliveringtheselectedpositiontotargetsegments.Omunicatinganddeliveringtheselectedposition2022/12/1237ProblemsofPositioning:—resourcesproblem—communicationproblem:alackofresourcestosustainthepositionforanygivenlengthoftime;:alackofclarityintermsofcommunication,thusleadingtoamismatchbetweentheimagethecompanyintendstoprojectandthatoftheconsumersegment;2022/12/1238ProblemsofPositioning:—competitorassimilation(同化).:competitorassimilationwhichmakesitdifficultforthecompanytosetoutapatternofdifferentiation.Thismightrequireacompanytoinvestmoreresourcesinordertorepositioneithertheimage,ortheactualoffering,orboth.2022/12/1239Strategydevelopment:●marketsegmentationtargetmarkets+positionanorganization●entireprocessdependingontwofactors:—attractivenessofmarket,—competenceoforganization2022/12/1240Attractivenessofmarket/Marketattractiveness,----primarilyconcernedwiththesizeandpotentialspendofthemarketandthedegreeandintensityofcompetition.----tourismmarketersneedingtobeawareofopportunities,butalsototakenoteofthelevelofcompetitoractivity.2022/12/1241Competenceoforganization/Resourcesandcapability----acompanyneedingtoaccessthelevelofresourcesrequiredtoexploitmarketsegments:(marketingassetsofanorganization)----capabilityincludingdimensionssuchasthevisionoftheentiremanagementteam,therelationshipwithexistingsuppliers,thefinancialbackingofthecompany,etc,tooutstripcompetitors2022/12/1242Themarketingmix:Anorganization:positioningitselfinthemarketplace,formulatinganappropriatestrategy,toplanaseriesofprogramsoractionswhichcanbeimplemented:marketingmix2022/12/1243Themarketingmix:asetoftoolsavailabletothemarketingmanagertoachieveaparticularstrategicdirectionorposition.Definition:Fourcoreelements:(byMcCarthy:1960)4Ps-product,price,placeandpromotion.2022/12/1244Themarketingmix:Fourcoreelements:(byMcCarthy:1960)4Ps-product,price,placeandpromotion.Middleton(1994),Cooperetal.(1993)SeatonandBennet