Phân đoạn thị trường- Nhắm mục tiêu & Psitioning doc

1 Part Three: Market Segmentation Targeting & Psitioning ( Chapter8) 2 Market segmentation 1. Identify bases for segmenting the market . 2. Develop profiles of resulting segments . Market segmentation 1. Identify bases for segmenting the market . 2. Develop profiles of resulting segments . Market targeting 3.Develop measures of segment attractiveness. 4.Select the target segment(s). Market targeting 3.Develop measures of segment attractiveness. 4.Select the target segment(s). Market positioning 5. Develop positioning for each target segment. 6.Develop marketing mix for each target segment. Market positioning 5. Develop positioning for each target segment. 6.Develop marketing mix for each target segment. STP Strategies (P.239) 3 Major Segmentation Variables for Consumer Markets (P.240) • Geographic Region Country size City size Density Climate Geographic Region Country size City size Density Climate Demographic Age Gender Life cycle Family size Income Occupation Education ……. Demographic Age Gender Life cycle Family size Income Occupation Education ……. Psychographic Social class Lifestyle Personality Psychographic Social class Lifestyle Personality Behavioral Purchase occasion Benefits sought User status Usage rate Loyalty status Behavioral Purchase occasion Benefits sought User status Usage rate Loyalty status 4 Major Segmentation Variables for Business Markets (P.249) • Demographic Industry Company size Location Demographic Industry Company size Location Operating variables Technology User/nonuser status Customer capabilities Operating variables Technology User/nonuser status Customer capabilities Purchasing approaches Purchasing function organization. Power structure. Nature of existing relationships. General purchase policies. Purchasing criteria. Purchasing approaches Purchasing function organization. Power structure. Nature of existing relationships. General purchase policies. Purchasing criteria. Situational factors Urgency Specific application Size of order. Situational factors Urgency Specific application Size of order. Personal characteristics Buyer-seller similarity Attitudes toward risk Loyalty. Personal characteristics Buyer-seller similarity Attitudes toward risk Loyalty. 5 • The characteristics of market segments: (P.250) • Measurable; ( 可测定性 ) • Accessible; ( 可测入性 ) • Substantial; ( 可测利性 ) • Differentiable; ( 可测分性） • Actionable. ( 可操作性 ) 6 Target Marketing • Evaluating Market Segments (P.251) Segment Size and Growth Segment Size and Growth Segment Structural Attractiveness Segment Structural Attractiveness Company Objectives and Resources Company Objectives and Resources Target Markets Target Markets 7 Target market (P.251) Target market is a set of buyer sharing common needs or characteristics that the company decides to serve. 8 Market Segmentation Levels of market segmentation (P.252) Mass marketing Mass marketing Segment marketing Segment marketing Niche marketing Niche marketing Micro- marketing Micro- marketing 9 Mass (Undifferentiated) marketing （无差异异异） A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer . Segment (Differentiated) marketing （差异异异） A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each. 10 Selecting Market-coverage strategies Undifferentiated Marketing Company marketing mix Company marketing mix Market Market [...]... Segment3 • Concentrated marketing 13 Micro-marketing ( 精异异异） The practice of tailoring products and marketing programs to suit the the tastes of specific individual and locations.(includes local marketing & individual marketing) Individual-marketing ( 定制异异） Tailoring products and marketing programs to the needs and preferences of individual customers 14 The Factors of Choosing a Market-Coverage Strategy... Positioning statement (P.265) A statement that summarizes company or brand positioning – it takes this form: To (target segment and need) Our (brand) Is (concept) That (point-of-difference) 22 Communicating & delivering the chosen position (P.267) Communicating Company Company Chosen position Chosen position Target Target customer customer Product, Price, Place, Promotion Delivering 23 . 1 Part Three: Market Segmentation Targeting & Psitioning ( Chapter8) 2 Market segmentation 1. Identify bases for segmenting the market. programs to suit the the tastes of specific individual and locations.(includes local marketing & individual marketing). Individual-marketing ( 定制异异） Tailoring products and marketing programs