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页数:17页
时间:2020-03-04
《中山大学吴柏林教授 “广告学原理”绝密资料kotlerexs.ppt》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、Chapter9IdentifyingMarketSegmentsandSelectingTargetMarketsPowerPointbyKarenE.JamesLouisianaStateUniversity-Shreveport0ToaccompanyAFrameworkforMarketingManagement,2ndEditionObjectivesLearnhowcompaniesidentifythesegmentsthatmakeupamarket.Understandthecriteriacompaniesusetochoosethemostattracti
2、vemarketsegments.1ToaccompanyAFrameworkforMarketingManagement,2ndEditionTargetMarketingTargetmarketingrequiresmarketerstotakethreemajorsteps:Marketsegmentation:Identifyingandprofilingdistinctgroupsofbuyerswhodifferintheirneedsandpreferences.Markettargeting:Selectingoneormoremarketsegmentstoe
3、nter.Marketpositioning:Establishingandcommunicatingthekeydistinctivebenefit(s)ofthecompany’smarketofferingtoeachtarget.2ToaccompanyAFrameworkforMarketingManagement,2ndEditionUsingMarketSegmentationMassmarketingislosingpopularityMicromarketingcanbeundertakenatfourlevels:SegmentmarketingNichem
4、arketingLocalmarketingIndividualmarketing3ToaccompanyAFrameworkforMarketingManagement,2ndEditionUsingMarketSegmentationThreepatternsofpreferencesegmentsaretypicallyidentified:HomogeneouspreferencesDiffusedpreferencesClusteredpreferences4ToaccompanyAFrameworkforMarketingManagement,2ndEditionU
5、singMarketSegmentationNeeds-basedsegmentationSegmentidentificationSegmentattractivenessSegmentprofitabilitySegmentpositioningSegment“acidtest”Marketing-mixstrategyNeeds-basedSegmentationProcess5ToaccompanyAFrameworkforMarketingManagement,2ndEditionUsingMarketSegmentationUsefulmarketsegmentss
6、harecertaincharacteristics:MeasurableSubstantialAccessibleDifferentiableActionable6ToaccompanyAFrameworkforMarketingManagement,2ndEditionSegmentingConsumerMarketsBasesforSegmentationGeographicDemographicPsychographicBehavioralNationorcountryStateorregionCityormetrosizeDensityClimate7Toaccomp
7、anyAFrameworkforMarketingManagement,2ndEditionSegmentingConsumerMarketsBasesforSegmentationGeographicDemographicPsychographicBehavioralAge,race,genderIncome,educationFamilysizeFamilylifecycleOccupationReligion,nationalityGenerationSocialclass8Toacc
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