市场营销(双语教程)Chapter 5Segmentation, Targeting and Positioning.ppt

v5.1.1 Using Market SegmentationvMarket segmentation aims to increase a companys precision marketing.In contrast,sellers that use mass marketing engage in the mass production,distribution,and promotion of one product for all buyers.vThis proliferation of media and distribution channels is making it difficult to practice“one size fits all”marketing.Some observers even claim that the mass marketing is dying.Therefore,to stay focused rather than scattering their marketing resources,more marketers are using market segmentation.In this approach that falls midway between mass marketing and individual marketing,each segments buyers are assumed to be quite similar in wants and needs,yet no two buyers are really alike.To use this technique,a company must understand both the levels and the patterns of market segmentation.v5.1.2 Levels of Market Segmentationv1.Segment MarketingvA market segment consists of a large identifiable group within a market,with similar wants,purchasing power,geographical location,buying attitudes,or buying habits.v2.Niche MarketingvA niche is a more narrowly defined group,typically a small market whose needs are not being well served.Marketers usually identify niches by dividing a segment into subsegments or by defining a group seeking a distinctive mix of benefits.vIn an attractive niche,customers have a distinct set of needs;they will pay a premium to the firm that best satisfies their needs;the niche is not likely to attract other competitors;the nicher gains certain economies through specialization;and the niche has size,profit,and growth potential.Whereas segments are fairly large and normally attract several competitors,niches are fairly small and may attract only one or two rivals.vSome larger firms have therefore turned to niche marketing.v3.Local MarketingvTarget marketing is leading to some marketing programs that are tailored to the needs and wants of local customer groups(trading areas,neighborhoods,even individual stores).vThose favoring local marketing see national advertising as wasteful because it fails to address local needs.On the other hand,opponents argue that local marketing drives up manufacturing and marketing costs by reducing economies of scale.Moreover,logistical problems become magnified when companies try to meet varying local requirements,and a brands overall image might be diluted if the product and message differ in different localities.v4.Individual MarketingvThe ultimate level of segmentation leads to“segments of one”,“customized marketing”,or“one-to-one marketing”.vAlthough individual customers are taking more initiative in designing and buying products,marketers still need to influence the process in a variety of ways.v5.1.3 Patterns of Market Segmentationv1.Homogeneous PreferencesvFigure 5.1 shows a market in which all of the consumers have roughly the same preference,so there are no natural segments.We predict that existing brands would be similar and cluster around the middle of the scale in both sweetness and creaminess.v2.Diffused Preferences vAt the other extreme,consumer preferences may be scattered throughout the space(see Figure 5.1),indicating great variance in consumer preferences.One brand might position in the center to appeal to the most people;if several brands are in the market,they are likely to position throughout the space and show real differences to reflect consumer-preference differences.v3.Clustered Preferences vThe market might reveal distinct preference clusters,called natural market segments(see Figure 5.1).The first firm in this market might position in the center to appeal to all groups,choose the largest market segment(concentrated marketing),or develop several brands for different segments.v5.1.4 Market-Segmentation Procedurev1.Survey Stage vThe researcher conducts exploratory interviews and focus groups to gain insight into customer motivations,attitudes,and behavior.Then the researcher prepares a questionnaire and collects data on attributes and their importance ratings,brand awareness and brand ratings,product-usage patterns,attitudes toward the product category,and respondents demographics,geographics,psychographics,and media-graphics.v2.Analysis Stage vThe researcher applies factor analysis to the data to remove highly correlated variables,and then uses cluster analysis to create a specified number of maximally different segments.v3.Profiling Stage vEach cluster is profiled in terms of its distinguishing attitudes,behavior,demographics,psychographics,and media patterns,and then each segment is given a name based on its dominant characteristic.v5.1.5 Bases for Segmenting Consumer Marketv1.Geographic SegmentationvGeographic segmentation calls for dividing the market into different geographical units such as nations,states,regions,counties,cities,or neighborhoods.v2.Demographic SegmentationvIn demographic segmentation,the market is divided into groups on the basis of age and the other variables.One reason is that the most popular consumer segmentation method depending on consumer wants,preferences,and usage rates are often associated with demographic variables.Another reason is that demographic variables are easier to measure.Even when the target market is described in non-demographic terms(say,a personality type),the link to the demographic characteristics is needed in order to estimate the size of the target market and the media that should be used to reach it efficiently.v3.Psychographic SegmentationvIn psychographic segmentation,buyers are divided into different groups on the basis of lifestyle or personality and values.People within the same demographic group can exhibit very different psychographic profiles.v4.Behavioral SegmentationvIn behavioral segmentation,buyers are divided into groups on the basis of their knowledge of,attitude toward,use of,or response to a product.Many marketers believe that behavioral variables-occasions,benefits,user status,usage rate,loyalty status,buyer-readiness stage,and attitude-are the best starting points for constructing market segments.v5.Multi-Attribute Segmentation(Geo-Clustering)vMarketers are increasingly combining several variables in an effort to identify smaller,better defined target groups.Thus,a bank may not only identify a group of wealthy retired adults,but may distinguish several segments depending on current income,assets,savings,and risk preferences within that group.v5.1.6 Bases for Segmenting Business MarketvThe business market can be segmented with some variables that are employed in consumer market segmentation,such as geography,benefits sought,and usage rate.Yet business marketers can also use several other variables.vThe major segmentation variables for segmenting the business market as below:(1)Demographic:including industry,company size and location;(2)Operating variables:including technology,user or nonuser status and customer capabilities;(3)Purchasing approaches:including purchasing-function organization,power structure,nature of existing relationships,general purchase policies and purchasing criteria;(4)Situational factors:including urgency,specific application,and size of order;(5)Personal characteristics:including buyer-seller similarity,attitudes toward risk and loyalty toward the supplier.vA company should first decide which industries it wants to serve.Then,within a chosen target industry,the company can further segment by company size,possibly setting up separate operations for selling to large and small customers.v5.1.7 Effective Segmentationv1.MeasurablevThe size,purchasing power,and characteristics of the segments can be measured.v2.Substantial vThe segments are large and profitable enough to serve.A segment should be the largest possible homogeneous group worth going after with a tailored marketing program.v3.AccessiblevThe segments can be effectively reached and served.v4.Differentiable vThe segments are conceptually distinguishable and respond differently to different marketing mixes.If two segments respond identically to a particular offer,they do not constitute separate segments.v5.ActionablevEffective programs can be formulated for attracting and serving the segments.v5.2.1 Evaluating Market SegmentsvIn evaluating different market segments,the firm must consider two factors:(1)the segments overall attractiveness,and(2)the companys objectives and resources.First,the firm must ask whether a potential segment has the characteristics that make it generally attractive,such as size,growth,profitability,scale economies,and low risk.vSecond,the firm must consider whether investing in the segment makes sense in the firms given objectives and resources.Some attractive segments can be dismissed because they do not mesh with the companys long-run objectives;some should be dismissed if the company lacks one or more of the competences needed to offer superior value.v5.2.2 Selecting and Entering Market Segmentsv1.Single-Segment ConcentrationvMany companies concentrate on a single segment.vHowever,concentrated marketing involves higher than normal risks if the segment turns sour because of changes in buying patterns or new competition.For these reasons,many companies prefer to operate in more than one segment.v2.Selective SpecializationvHere the firm selects a number of segments,each objectively attractive and appropriate.There may be little or no synergy among the segments,but each segment disperses the firms risk.v3.Product SpecializationvAnother approach is to specialize in making a certain product for several segments.Through a product specialization strategy,the firm builds a strong reputation in the specific product area.The downside risk is that the product may be supplanted by an entirely new technology.v4.Market SpecializationvWith market specialization,the firm concentrates on serving many needs of a particular customer group.However,the downside risk is that the customer group may have its budgets cut.v5.Full Market CoveragevHere a firm attempts to serve all customer groups with all of the products they might need.Only very large firms can undertake a full market coverage strategy.Large firms can cover a whole market in two broad ways:through undifferentiated marketing or differentiated marketing.vIn undifferentiated marketing,the firm ignores market-segment differences and goes after the whole market with one market offer.Focusing on a basic buyer need,it designs a product and a marketing program that will appeal to the broadest number of buyers.To reach the market,the firm uses mass distribution backed by mass advertising to create a superior product image in peoples minds.vIn differentiated marketing,the firm operates in several market segments and designs different programs for each segment.Differentiated marketing typically creates more total sales than undifferentiated marketing does.However,the need for different products and marketing programs also increases the firms costs for product modification,manufacturing,administration,inventory,and promotion.vBecause differentiated marketing leads to both higher sales and higher costs,we cannot generalize this strategys profitability.Still,companies should be cautious about over-segmenting their market.If this happens,they may want to use counter-segmentation to broaden their customer base.Smith Kline Beecham introduced Aquafresh toothpaste to attract three benefit segments simultaneously:those seeking fresh breath,whiter teeth,and cavity protection.Next,the company moved deeper into counter-segmentation by launching flavored toothpastes for children,toothpastes for people with sensitive teeth,and other toothpaste products.v5.2.3 Targeting Multiple Segments and Super-SegmentsvVery often,companies start out by marketing to one segment,then expanding to others.vIn targeting more than one segment,a company should examine segment interrelationships on the cost,performance,and technology side.A company that is carrying fixed costs,such as a sales force or store outlets,can generally add products to absorb and share some of these costs.Smart companies know that economies of scope can be just as important as economies of scale.Moreover,companies should look beyond isolated segments to target a super-segment,a set of segments that share some exploitable similarityvStill,a companys invasion plans can be thwarted when it confronts blocked markets.This problem calls for mega-marketing,the strategic coordination of economic,psychological,political,and public-relations skills to gain the cooperation of a number of parties in order to enter or operate in a given market.v5.2.4 Ethical Choice of Market TargetsvMarket targeting sometimes generates public controversy.The public is concerned when marketers take unfair advantage of vulnerable groups(such as children)or disadvantaged groups(such as inner-city poor people),or promote potentially harmful products.For example,the cereal industry has been criticized for marketing to children.Critics worry that high-powered appeals presented through the mouths of lovable animated characters will overwhelm childrens defenses and lead them to eat too much sugared cereal or poorly balanced breakfasts.vThus,in the choice of market targets,the issue is not who is targeted,but rather how and for what purpose.Socially responsible marketing calls for targeting and positioning that serve not only the companys interests but also the interests of those targeted.v5.3.1 Choosing a Positioning StrategyvThen each will have to find other ways to set itself apart.Each firm must differentiate its offer by building a unique bundle of benefits that appeal to a substantial group within the segment.vThe positioning task consists of three steps:identifying a set of possible competitive advantages upon which to build a position,choosing the right competitive advantages,and selecting an overall positioning strategy.The company must then effectively communicate and deliver the chosen position to the market.v1.Identifying Possible Competitive AdvantagesvTo build profitable relationships with target customers,marketers must understand customer needs better than competitors do and deliver more value.vTo find points of differentiation,marketers must think through the customers entire experience with the companys product or service.An alert company can find ways to differentiate itself at every customer contact point.vBeyond differentiating its physical product,a firm can also differentiate the services that accompany the product.Some companies gain services differentiation through speedy,convenient,or careful delivery.vInstallation can also differentiate one company from another,as can repair services.vFirms that practice channel differentiation gain competitive advantages in the way they design their channels coverage,expertise,and performance.v2.Choosing the Right Competitive Advantages(1)How many differences to promote?Many marketers think that companies should aggressively promote only one benefit to the