菲利普科特勒市场营销第10版全套19个09

1、Chapter 9Identifying MarketSegments and SelectingMarketing ManagementTenth Edition1ObjectivesIdentifying Market SegmentsChoosing Target Markets2Steps in Market Segmentation, Targeting,and Positioning1.Identifysegmentationvariables andsegment themarket2.Develop profiles ofresultingsegmentsMarketSegme

2、ntation3. Evaluateattractivenessof eachsegment4. Select thetargetsegment(s)MarketTargeting5. Identifypossiblepositioningconcepts foreach targetsegment6. Select,develop, andcommunicatethe chosenpositioningconceptMarketPositioning3Basic Market-Preference Patterns(a) HomogeneouspreferencesSweetnessCrea

3、miness(c) ClusteredpreferencesCreaminessSweetness(b) DiffusedpreferencesCreaminessSweetness4Market-Segmentation ProcedureSurveyMotivationsAttitudesBehaviorAnalysisFactorsClustersProfiling5Bases for Segmenting Consumer MarketsOccasions, Benefits, Uses, or AttitudesBehavioralGeographicRegion, City or

4、MetroSize, Density, ClimateDemographicAge, Gender, Family size and Life cycle, Race, Occupation, or Income .Lifestyle or PersonalityPsychographic6Bases for Segmenting Business MarketsDemographicOperating VariablesPurchasing ApproachesSituational FactorsPersonal Characteristics7 MeasurableAccessibleS

5、ubstantialDifferential Segments must be large or profitable enough to serve. Segments can be effectively reached and served.Actionable Size, purchasing power, profiles of segments can be measured. Segments must respond differently to different marketing mix elements & actions. Must be able to attrac

6、t and serve the segments.Effective Segmentation8Heavy and Light Users of Common Consumer ProductsHEAVY HALFLIGHT HALFPRODUCT (% USERS)75%71%Soups anddetergents (94%)25%29%79%21%Toilet tissue (95%)Shampoo (94%)75%25%17%17%Paper towels (90%)Cake mix (74%)Cola (67%)83%83%13% 5%87%19%Beer (41%)Dog food

7、(30%)Bourbon (20%)81%95% 9Additional Segmentation CriteriaEthical Choice of Market TargetsSegment Interrelationships & SupersegmentsSegment-by-Segment Invasion PlansIntersegment Cooperation10Five Patterns of Target Market SelectionSingle-segmentconcentrationProductspecializationM1 M2 M3 P1P2P3SelectivespecializationM1 M2 M3 P1P2P3M1 M2 M3 Full marketcoverageP1P2P3MarketspecializationM1 M2 M3 P1P2P3P1P2P3M1 M2 M3 P = ProductM = Market11Segment-by-SegmentInvasion PlanCustomer GroupsTruckersRailroadsAirlinesLargecomputersProduct Varieti