市场营销(双语教程)Chapter 5Segmentation, Targeting and Positioning.ppt
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1、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
2、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 individua
3、l 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 con
4、sists 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
5、 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 gain
6、s 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
7、 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
8、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
9、 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
10、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 bo
11、th 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 mark
12、et,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 c
13、enter 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,atti
14、tudes,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.An
15、alysis 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,demographi
16、cs,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
17、,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 a
18、ssociated 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 a
19、nd 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
20、.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
21、 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 ad
22、ults,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,benefit
23、s 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 custome
24、r 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
25、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
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