Chapter 6 – Segmentation, Targeting and Positioning

《Chapter 6 – Segmentation, Targeting and Positioning》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、CHAPTER●●●●6Segmentation,TargetingandPositioningLearningObjectivesAttheendofthischapter,youwillbeableto●Understandthelinksbetweenmarketingplanningandeffectivetargetedmarketingcommunications.●Definethesegmentation,targetingandpositioningprocess(STP).●Evaluatecompetingapproachestosegm

2、entationoftourismandhospitalityconsumers.●RelatetheSTPtotourismandhospitalityservicesmarket-ingmix.●DescribetherelationshipsbetweenSTPandmarketingcom-municationsstrategies.MarketingCommunicationsinTourismandHospitalityIntroductionInCasestudy5,itwasshownthatVisitWalesbuilttheirlates

3、tmar-ketingcampaignbyorientingtheirmessagestowards‘independentexplorers’asadiscretesubsetofthemarket.Althoughthecampaignwasfocusedinageographicsense(peoplelivingwithin2hours’drivetimefromWales),thefocusofthemessageswasanorientationtopeo-ple’svaluesandattitudesasopposedtotheirage,po

4、sitioninthefam-ilylifecycleorsocio-economicstatus.Partially,theVisitWalesstrategywasdrivenbyalimitedbudget(makingitimpossibletoundertakealarge-scaleinternationaladvertisingcampaign).However,theaimofthecampaignwasalsotoconnectwiththevaluesofkeygroupsintheoverallUKconsumermarketforho

5、lidayswhichformedthegroupwiththemostpotentialfortheWalesholidaymarket.Thisdecision-makingstrategyisknownasthesegmentation,targetingandpositioning(STP)process.Decisionsconcerningwhichgroupsofpeopleinthetotalmarketformthecoretargetaudienceoftheorganisationandtherela-tionshipstoorgani

6、sationalstrategydecisionsweredescribedintheChapter5.Inorderformarketingcommunicationstobeeffectivetheyneedtobedirectedtowardsthosepeopleinthemarketplacewhoareidentifiedbytheorganisationasthemaintargetaudienceforthemes-sages.Otherwisemarketingresourcescouldbemisdirectedorfailtoachiev

7、ethedesiredgoalsforthemessage.People’sbuyingbehaviourandcharacteristicsaredifferent,anditisunlikelythatmanytour-ismandhospitalityservicescansatisfyallconsumersinthemarket.Therefore,messagesmustconveyappropriatecuestoconnectwithparticulargroupsofcustomers’values,inthatthemessagesmus

8、tposi-tiontheserviceordest