科特勒的“市场营销”(10)

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1、Chapter9IdentifyingMarketSegmentsandSelectingTargetMarketsMarketingManagementTenthEditionPhilipKotlerObjectivesIdentifyingMarketSegmentsChoosingTargetMarketsStepsinMarketSegmentation,Targeting,andPositioning1.Identifysegmentationvariablesandsegmentthemarket2.Developprofilesofresulting

2、segmentsMarketSegmentation3.Evaluateattractivenessofeachsegment4.Selectthetargetsegment(s)MarketTargeting5.Identifypossiblepositioningconceptsforeachtargetsegment6.Select,develop,andcommunicatethechosenpositioningconceptMarketPositioningBasicMarket-PreferencePatterns(a)Homogeneouspref

3、erencesSweetnessCreaminess(c)ClusteredpreferencesCreaminessSweetness(b)DiffusedpreferencesCreaminessSweetnessMarket-SegmentationProcedureSurveyMotivationsAttitudesBehaviorAnalysisFactorsClustersProfilingBasesforSegmentingConsumerMarketsOccasions,Benefits,Uses,orAttitudesBehavioralGeog

4、raphicRegion,CityorMetroSize,Density,ClimateDemographicAge,Gender,FamilysizeandLifecycle,Race,Occupation,orIncome...LifestyleorPersonalityPsychographicBasesforSegmentingBusinessMarketsDemographicOperatingVariablesPurchasingApproachesSituationalFactorsPersonalCharacteristicsMeasurableA

5、ccessibleSubstantialDifferentialSegmentsmustbelargeorprofitableenoughtoserve.Segmentscanbeeffectivelyreachedandserved.ActionableSize,purchasingpower,profilesofsegmentscanbemeasured.Segmentsmustresponddifferentlytodifferentmarketingmixelements&actions.Mustbeabletoattractandservethesegm

6、ents.EffectiveSegmentationHeavyandLightUsersofCommonConsumerProductsHEAVYHALFLIGHTHALFPRODUCT(%USERS)75%71%Soupsanddetergents(94%)25%29%79%21%Toilettissue(95%)Shampoo(94%)75%25%17%17%Papertowels(90%)Cakemix(74%)Cola(67%)83%83%13%5%87%19%Beer(41%)Dogfood(30%)Bourbon(20%)81%95%Additiona

7、lSegmentationCriteriaEthicalChoiceofMarketTargetsSegmentInterrelationships&SupersegmentsSegment-by-SegmentInvasionPlansIntersegmentCooperationFivePatternsofTargetMarketSelectionSingle-segmentconcentrationProductspecializationM1M2M3P1P2P3SelectivespecializationM1M2M3P1P2P3M1M2M3Fullmar

8、ketco