旅游市场营销4

2023/7/81Chapter5Segmentation,positioningandmarketingmix2023/7/82Objectives:1.Theconceptsofsegmentaton,targentingandpositioning.2.Whyandhowcompaniessegmentvisitormarkets3.Theusefulnessoftheconceptsfortheformulationofmarketingstrategy4.Theterm“marketingmix”2023/7/831.Introduction:Threemarketingresearchsubjects:segmentation,

targetingandpositioning“Threeinterrelatedsteps”----Kotleretal.2023/7/84Threeinterrelatedsteps:segmentation,

targetingandpositioningThesecondstep:targeting——relatingtothewayinwhichacompanyassessestheattractivenessofeachsegment.Thefirststep:segmentation——asubdivisionofthetotalmarketintodiscreteandidentifiablesegments.2023/7/85Threeinterrelatedsteps:segmentation,

targetingandpositioningThelaststep:positioning——involvinganorganizationinpositioningitselftomeettheexpectationsofitscustomers,orpotentialcustomers,betterthanitscompetitors.2023/7/86Threeinterrelatedsteps:segmentation,

targetingandpositioningRelationshipofthethreesteps2023/7/872.Segmentation:Definition:thewayinwhichcompaniesandorganizatonsidentifyandcategorizecustomersintoclearlydefinedgroupswithsimilarcharacteristics,andsimilarneedsordesires.

——McDonaldandDunbar,19952023/7/88Segmentation:----comprisingcustomerswhoexhibitsimilarcharacteristics----fewcompaniesattemptingtoappealtoanentiremarket,withtheexceptionoffastfoodrestaurantsector(PizzaHut,McDonald’s,etc)2023/7/89Principlesofsegmentation:1.Identifiable2.Cohesive3.Measurable4.Accessible5.Substantial6.Actionable----Buyersdifferintheirwants/desires,purchasinghabits,frequencyandothercriteria.----Sixcharacteristicsofsegments:2023/7/810Principlesofsegmentation:1.Identifiable2.Cohesive----comprisingpeoplewhoseek

identifiablysimilarbenefitsfromatourismoffering----beclearlyidentifiableanseparatefromothersegments,bediscrete

----targetingaspecificgroupofpeoplewhopresentacohesivewhole.2023/7/811Principlesofsegmentation:3.Measurable----marketersbeingabletoestimatethesizeandpotentialspendassociatedwiththesegment.4.Accessible----Asegmentisnotpossiblytargetedunlessitcanbereachedeffectively.2023/7/812Principlesofsegmentation:5.Substantial----havingtobesufficientlylargetobeworthwhilepursuingforcommercialgain.6.Actionable----amatchbetweenresourcelevel,commitmentandachievabilityintermsofpenetratingthedefinedmarketsegment.----anypracticallimitationsencounteredinreachingspecificsegment?2023/7/813Consumer

segmentation

:Twobroadapproachesofanalysis:1.Bytripdescriptors2.Bytouristdescriptors——bySmith----shorthaul,longhaul,visitingfriendsandrelatives(VFR),etc.----greypanthers,adventurer-explorers,etc.2023/7/814Consumer

segmentation

:Criteriaandapproachescommonlyused:a.Benefitsegmentation—visitorsseekingdifferentbenefitsfromtourism(education?entertainment?pastime?beach?)—placedifferentemphasisofdifferentaspectsofprovision(byconjointanalysis联合分析法:customersweightdifferentfeaturesofaservice)2023/7/815Consumer

segmentation

:Benefitsegmentationintourism●Relaxation●Health●Funandfreedom●Adventureandchallenge●Eroticism/sexualgratification●Education(Culturevulture)●Sunseeking●Companionship●Discovery2023/7/816b.Demographicsegmentation人口统计—primaryvariables:age,gender,familylifecycleandethnicity—youngchildren,youngpeople,youngcouples,family,emptynester,seniorcitizensCriteriaandapproachescommonlyused:2023/7/817Consumer

segmentation

:Mainapproaches:c.Geographicsegmentation—accordingtogeographicalboundaries—segmentmarketsintoterritorialregionswithdifferentpropensities2023/7/818d.Geodemographicssegmentation地理人口—accordingtotheresidentialneighbourhoods—ACORN(AClassificationofResidentialNeighbourhoods),developedbytheCACIMarketAnalysisGroupinUK—sensusdata,telephoneownship,etc.2023/7/819Consumer

segmentation

:e.Psychographicsegmentation心理描绘—accordingtogeneralizedlifestyleprofiles,socioeconomicandpersonalityprofiles—peoplehavingsimilarstandardsofincomeandaspirations,butcompletelydifferentapproachestothelifestyle2023/7/820Consumer

segmentation

:f.Buyerbehavioursegmentation—accordingtobuyingbehavoiur—levelofcommitment,degreeofpurchase,levelofrepeatvisitors,chronologicalsequenceofpurchase（thetheoryofdiffusionofinnovation创新扩散理论，byRogers,1962）

2023/7/821Consumer

segmentation

:g.perception—accordingtovaluesandperceptionsholdbyvisitors,whichaffectthethingstheydoorwishtodoinleisuretime,thetypeofdestinationtheyprefer,etc.

2023/7/822Consumer

segmentation

:h.personality—abuyerandbrandpersonalitycanbematched—limitedintourismsector2023/7/823Consumer

segmentation

:i.Usage—accordingtothelevelofusagefromalightorinfrequentusetoregularrepeateduse

—repeatvisitorsornot2023/7/824Consumer

segmentation

:j.Multivariatesegmentation—combiningseveralvariables

—firstlyaccordingtogeodemographicsthensubsequentlyinmoredetailusingothervariables.

k.Multilevelsegmentation2023/7/825Creatingmarketsegments:—basedontheanalysisofmarketinginformation

—previousandexistingvisitorsaredefined,andthenpotentialmarketsegments

—investigationofinternaldata;examinationofwidermarketingenvironment

2023/7/826Creatingmarketsegments:—automaticinteractiondetection

—clusteranalysis

a.Twotechniquesusedtodeterminethemostappropriatevariables2023/7/827Creatingmarketsegments:—descriptionofthesegments

—evaluationofthesegments

b.Segmentationofthemarket—selectionofappropriatesegments

2023/7/828Targeting:—undifferentiatedsegmentationmarketing

segmentation------targetingThreegenericstrategies:—Differentiatedsegmentationmarketing

—Concentratedsegmentationmarketing

2023/7/8291.undifferentiatedsegmentationmarketing

Threegenericstrategies:—thereisnobasisforsegmentingamarketanddevelopsadestinationortourismofferingsuitablefortheentiremarket

2023/7/8302.Differentiatedsegmentationmarketing

Threegenericstrategies:—severalmarketsegmentsaredelineatedandthecoreserviceofferingisembellishedaccordingly,tosuittherequirementsofeachspecificsegment.2023/7/8313.Concentratedsegmentationmarketing

Threegenericstrategies:—tosegmentsmallerspecialistsegmentswhichareassociatedwithnichemarketing—aimingtodominateasmallmarketcornerwhichothersdonotconsiderworthwhilepursuing2023/7/832Positioning:—thewayinwhichacompany,tourismoffering,destinationorcountryis

viewedinrelationtoothercompaniesororganisations,bycustomersegments.Definition:

Britian:“atrendyplacewithstylishclothes,shopping,musicandclubs”2023/7/833Positioning:—positioningliesultimatelyintheeyesoftheconsumer.—acompanypositionsitselfinthemarketplace

throughitsserviceofferingandthe

communicationofthistovariousmarketsegments.—howthemarketperceivestheorganizationratherthanhowitperceivesitself.2023/7/834Positioningtask:1.competitiveadvantagesThreekeysteps(byKotler):—Stepone:identificationofasetofcompetitiveadvantagestochoosefrom,suchasprice,superioraccommodation,speedyjourneytimes,highlymotivatedandprofessionalstaff.Thisisoftenreferredtoasdifferentiation.

2023/7/835Threekeysteps(byKotler):2.prioritizingtheseadvantages—Steptwo:prioritizingtheseadvantagesinordertoselectanoptimumset.Forexample,astaticandpricesensitivemarketwillpreferapositioningstrategywhichhighlightsvalueformoney,offersregionaldeparturesorastandardsupplement,etc.2023/7/836Threekeysteps(byKotler):—Stepthree:communicatinganddeliveringtheselectedpositiontotargetsegments.Onceapositionhasbeenestablisheditisnecessarytoprojectaclearandattractiveimage-position.3.communicatinganddeliveringtheselectedposition2023/7/837ProblemsofPositioning:—resourcesproblem—communicationproblem:alackofresourcestosustainthepositionforanygivenlengthoftime;:alackofclarityintermsofcommunication,thusleadingtoamismatchbetweentheimagethecompanyintendstoprojectandthatoftheconsumersegment;2023/7/838ProblemsofPositioning:—competitorassimilation(同化).:competitorassimilationwhichmakesitdifficultforthecompanytosetoutapatternofdifferentiation.Thismightrequireacompanytoinvestmoreresourcesinordertorepositioneithertheimage,ortheactualoffering,orboth.2023/7/839Strategydevelopment:●marketsegmentationtargetmarkets+positionanorganization●entireprocessdependingontwofactors:—attractivenessofmarket,—competenceoforganization2023/7/840Attractivenessofmarket/Marketattractiveness,----primarilyconcernedwiththesizeandpotentialspendofthemarketandthedegreeandintensityofcompetition.----tourismmarketersneedingtobeawareofopportunities,butalsototakenoteofthelevelofcompetitoractivity.2023/7/841Competenceoforganization/Resourcesandcapability----acompanyneedingtoaccessthelevelofresourcesrequiredtoexploitmarketsegments:(marketingassetsofanorganization)----capabilityincludingdimensionssuchasthevisionoftheentiremanagementteam,therelationshipwithexistingsuppliers,thefinancialbackingofthecompany,etc,tooutstripcompetitors2023/7/842Themarketingmix:Anorganization:positioningitselfinthemarketplace,formulatinganappropriate

strategy,toplanaseriesofprogramsoractionswhichcanbeimplemented:

marketingmix2023/7/843Themarketingmix:asetoftoolsavailabletothemarketingmanagertoachieveaparticularstrategicdirectionorposition.Definition:Fourcoreelements:(byMcCarthy:1960)4Ps-product,price,placeandpromotion.2023/7/844Themarketingmix:Fourcoreelements:(byMcCarthy:1960)4Ps-product,price,placeandpromotion.Middleton(1994),Cooperetal.(1993)SeatonandBennett(1996)alltakeasimilarposition,thatis,marketingmixincludesthefourPsasitsbasicstructure.2023/7/845Augmentedmarketingmix:Palmer(1994)commentsthatthefourPs“havebeenfoundtobetoolimitedintheirapplicationtoservices…thissimplelistfailstorecognizeanumberofkeyfactorsthatmarketingmanagersintheservicesectorusetodesigntheirserviceoutput”2023/7/846Augmentedmarketingmix:BoomsandBitner(1981)introducedthreeadditionaldimensions:theaugmentedmarketingmix:People,Physical,Processes2023/7/847Augmentedmarketingmix:People:staff-customerinteractionandservicequalitybeingcrucialintourism.E.g.hotels,restaurants.

Physicalevidence:thenatureofdesign,aestheticsandambienceofsurroundingsoftheserviceprovision.E.g.hotels,resortcomplexes,restaurants,etc.2023/7/848Augmentedmarketingmix:Processes:tangibletothecustomerintourismasitisahighstaff-customercontactbusiness.

E.g.hotel