CH07 - Segmentation, Targeting, and Positio

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1、Segmentation,Targeting,andPositioning:BuildingtheRightRelationshipswiththeRightCustomersChapter7LearningGoalsUnderstandthethreestepsoftargetmarketing,marketsegmentation,targetmarketing,andmarketpositioningExplorethemajorbasesforsegmentingconsumerandbusinessmarketingstrategyExplainho

2、wcompaniesidentifyattractivemarketsegmentsandchoosetargetmarketingstrategyDiscusshowcompaniespositiontheirproductsformaximumcompetitiveadvantageinthemarketplace2SellsmultiplebrandswithinthesameproductcategoryforavarietyofproductsBrandsfeatureadifferentmixofbenefitsandappealtodiffere

3、ntsegmentsHasalsoidentifieddifferentnicheswithincertainsegmentsProductmodificationsareuseful;Tideofferssevendifferentproductformulationstoservedifferentniches’needsCaseStudyProcter&Gamble7-33LearningGoalsUnderstandthethreestepsoftargetmarketing,marketsegmentation,targetmarketing,an

4、dmarketpositioningExploreanddiscussthemajorbasesforsegmentingconsumerandbusinessmarketingstrategyExplainhowcompaniesidentifyattractivemarketsegmentsandchoosetargetmarketingstrategyDiscusshowcompaniespositiontheirproductsformaximumcompetitiveadvantageinthemarketplace4MarketSegmentati

5、on,Targeting,andPositioningMarketSegmentation1.Identifybasesforsegmentingthemarket2.DevelopsegmentprofilesMarketTargeting3.Developmeasureofsegmentattractiveness4.SelecttargetsegmentsMarketPositioning5.Developpositioningfortargetsegments6.Developamarketingmixforeachsegment5Definition

6、MarketSegmentation:Dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.Goal2:Listanddiscussmajorbasesforsegmentation6LearningGoalsUnderstandthethreestepsoftargetmarketing,marketsegmentation,targetmarketing,andm

7、arketpositioningExploreanddiscussthemajorbasesforsegmentingconsumerandbusinessmarketingstrategyExplainhowcompaniesidentifyattractivemarketsegmentsandchoosetargetmarketingstrategyDiscusshowcompaniespositiontheirproductsformaximumcompetitiveadvantageinthemarketplace7SegmentingConsumer

8、MarketsGeographical