欢迎来到天天文库
浏览记录
ID:57786948
大小:264.50 KB
页数:13页
时间:2020-04-02
《国外商学院原版教材(英文版)9(PPT 13).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、Chapter9IdentifyingMarketSegmentsandSelectingTargetMarketsMarketingManagementTenthEditionPhilipKotlerObjectivesIdentifyingMarketSegmentsChoosingTargetMarketsStepsinMarketSegmentation,Targeting,andPositioning1.Identifysegmentationvariablesandsegmentthemarket2.Developprofilesofresultingsegme
2、ntsMarketSegmentation3.Evaluateattractivenessofeachsegment4.Selectthetargetsegment(s)MarketTargeting5.Identifypossiblepositioningconceptsforeachtargetsegment6.Select,develop,andcommunicatethechosenpositioningconceptMarketPositioningBasicMarket-PreferencePatterns(a)HomogeneouspreferencesSwe
3、etnessCreaminess(c)ClusteredpreferencesCreaminessSweetness(b)DiffusedpreferencesCreaminessSweetnessMarket-SegmentationProcedureSurveyMotivationsAttitudesBehaviorAnalysisFactorsClustersProfilingBasesforSegmentingConsumerMarketsOccasions,Benefits,Uses,orAttitudesBehavioralGeographicRegion,Ci
4、tyorMetroSize,Density,ClimateDemographicAge,Gender,FamilysizeandLifecycle,Race,Occupation,orIncome...LifestyleorPersonalityPsychographicBasesforSegmentingBusinessMarketsDemographicOperatingVariablesPurchasingApproachesSituationalFactorsPersonalCharacteristicsMeasurableAccessibleSubstantial
5、DifferentialSegmentsmustbelargeorprofitableenoughtoserve.Segmentscanbeeffectivelyreachedandserved.ActionableSize,purchasingpower,profilesofsegmentscanbemeasured.Segmentsmustresponddifferentlytodifferentmarketingmixelements&actions.Mustbeabletoattractandservethesegments.EffectiveSegmentatio
6、nHeavyandLightUsersofCommonConsumerProductsHEAVYHALFLIGHTHALFPRODUCT(%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%AdditionalSegmentationCriteriaEthicalCh
7、oiceofMarketTargetsSegmentInterrelationships&SupersegmentsSegment-by-SegmentInvasionPlansIntersegmentCooperationFivePatternsofTargetMarketSelectionSingle-segmentconcentrationProductspecializationM1M2M3P1P2P3SelectivespecializationM1M2M3P1P2P3M1M2M3Fullmarketco
此文档下载收益归作者所有