【市场营销英文版】08Market-Segmentation-and-Targeting1课件

MarketSegmentationandTargeting第一页，共二十六页。MarketSegmentationandTargetMarketSegmentationMarketscanbehugeanddiverseentitiesmadeupofindividuals.Sinceindividualwantsandneedstendtodiffer,tryingtomassmarkettoawholemarketoftenisinefficient.Costingtoomuchtimeandmoney,andhurtingprofitpotential.Therefore,acompanyshouldfocusortargetspecificgroupsorsegmentsofindividualstoenhanceprofitopportunities.第二页，共二十六页。MarketSegmentationMarketscanMarketSegmentationSomewillarguethatmassmarketingisbetter,becauseloweroverallproductioncostsareachieved.Lowerexpensesthenleadstohigherprofits.However,unlessalmosteveryoneisbuyingyourproduct/service,thelowerexpenseswillnotnecessarymeanhigherprofits.第三页，共二十六页。MarketSegmentationSomewillaMarketSegmentationAsamarketer,definingandidentifyinggroupsofindividualswhowillpayforyourproductorserviceisanimportanttask.Thinkofthistaskastryingtotakeadvantageofthecostsavingsofmassmarketing,butonasmallerscale.Or,conductingmassmarketingtogroupsinsteadofthemarketasawhole.第四页，共二十六页。MarketSegmentationAsamarketMarketSegmentationDefinition:Amarketsegmentsaregroupsofhigh-potentialprospectivecustomerswithcommoncharacteristicsandneedsthatdistinguishthemfromotherhigh-potentialmarketsegments.第五页，共二十六页。MarketSegmentationDefinition:MarketSegmentationTypesofSegmentation:Segment(general):focusesoncustomerswhoshareasimilarsetofwants.Niche:focusesoncustomerswhoseekadistinctsetofbenefits(oftencalledsub-segmentation).Local:focusesonthewantsofcustomersinaspecificlocation.Customerization:focusesoncustomizingtheproductorservicetofitthecustomer’sspecificwants(theultimateinsegmentation).第六页，共二十六页。MarketSegmentationTypesofSeMarketSegmentationBasesforSegmentingCustomerMarkets:GeographicDemographicPsychographicBehavioral第七页，共二十六页。MarketSegmentationBasesforSMarketSegmentationGeographicSegmentation:Thisbasisforsegmentationcallsfordividingthemarketintodifferentgeographicunits(vinces,counties,cities,towns,neighborhoods,etc.).第八页，共二十六页。MarketSegmentationGeographicMarketSegmentationDemographicSegmentation:Thisbasisofsegmentationcallsfordividingthemarketsintogroupsbasedonageand/orothervariables.Demographicsegmentationispopular,becausethevariablesareeasiertomeasre.第九页，共二十六页。MarketSegmentationDemographicMarketSegmentationSomeofthevariablesconsideredinDemographicSegmentation:Ageandlife-cyclestageLifestageGenderIncomeSocialclassGenerationEthnicity第十页，共二十六页。MarketSegmentationSomeoftheMarketSegmentationPsychographicSegmentation:Thisbasisofsegmentationgroupspotentialcustomersaccordingtopsychological/personalitytraits,lifestyles,orvalues.第十一页，共二十六页。MarketSegmentationPsychographMarketSegmentationBehavioralSegmentation:Thisbasisofsegmentationdividescustomersintogroupsaccordingtotheirknowledgeof,attitudetoward,useof,orresponsetoaproductorservice.第十二页，共二十六页。MarketSegmentationBehavioralMarketSegmentationVariablesconsideredinBehavioralSegmentation:Occasions(need/use)BenefitsUserStatusUsageRateBuyer-readinessstageLoyaltystatusAttitude第十三页，共二十六页。MarketSegmentationVariablescMarketSegmentationIntheend,therearemanydifferentwaystosegmentamarket.Howyousegmentthemarketisyourdecision!Alwayskeepyourproductorserviceinmindwhenyousegment,orelseyoursegmentationactivitieswillbeawasteoftimeandmoney.第十四页，共二十六页。MarketSegmentation第十四页，共二十六页。MarketTargetingAfteryouhaveidentifiedthepossiblemarketsegmentsandopportunities,whichsegmentsandhowmanysegmentstotargetorfocusonisyournextstep.第十五页，共二十六页。MarketTargeting第十五页，共二十六页。MarketTargetingEffectiveSegmentationCriteria:Tobeusefulinyourmarketingefforts,marketsegmentsmustratefavorablyonfivekeycriteria.Thesegmentsmustbe:MeasurableSubstantialAccessibleDifferentiableActionable第十六页，共二十六页。MarketTargetingEffectiveSegmMarketTargetingWhenevaluatingdifferentmarketsegments,twofactorsmustbeconsidered:Thesegment’soverallattractivenessThecompany’sobjectivesandresources第十七页，共二十六页。MarketTargeting第十七页，共二十六页。MarketTargetingTypesofTargetingDecisions:Single-segmentconcentrationSelectivespecializationProductspecializationMarketspecializationFullmarketcoverage第十八页，共二十六页。MarketTargetingTypesofTargeMarketTargetingSingle-segmentconcentrationtargeting:Thischoiceinvolvesconcentratedmarketing.Thecompanygainsathoroughunderstandingofthechosensegment’sneedsandachievesastrongmarketpresence(i.e.mostluxurygoods).第十九页，共二十六页。MarketTargetingSingle-segmentMarketTargetingSelectivespecializationtargeting:Anumberofsegmentsareselected,eachobjectivelyattractiveandappropriate.Littleornosynergymayexistamongthesegments,buteachsegmentpromisestomakemoneyforthecompany(i.e.carmanufacturers).第二十页，共二十六页。MarketTargetingSelectivespecMarketTargetingProductspecializationtargeting:Underthisarrangement,thecompanyspecializesinmakingacertainproductforseveralsegments.Theproductmightbefurtherspecializedforeachsegment(i.e.TexasInstrumentcalculators).Theriskistechnologicalchangemightendtheneedfortheproduct.第二十一页，共二十六页。MarketTargetingProductspeciaMarketTargetingMarketspecializationtargeting:Focusisonservingtheneedsofaparticularcustomergroup(i.e.defensecontractors).Therisksarebudgetcutsandgroupshrinkage.第二十二页，共二十六页。MarketTargetingMarketspecialMarketTargetingFullmarketcoveragetargeting:Aattemptismadetoserveallcustomergroupswithalltheproductstheymightneed.Onlyafewlargecompaniescanemploythistargetingmethodeffectively,butsometimeeventheyfail.第二十三页，共二十六页。MarketTargetingFullmarketcoMarketTargetingFullmarketcoveragetargeting:UndifferentiatedversusdifferentiatedmarketingUndifferentiated:ignoressegmentdifferencesandoffersonlyoneproductDifferentiated:operatesinseveralsegmentandoffersdifferentproductsforeachSalestendtobehigherfordifferentiatedmarketing,butsoarecosts.第二十四页，共二十六页。MarketTargetingFullmarketcoMarketTargetingAdditionalconsiderations:Segment-by-segmentinvasions:enteringonesegmentatatimeandavoidinglettingrivalsknowwhichsegmentisnext,goodplanningrequired.Updatingsegmentationarrangements:segmentationanalysisneedstobeonaregularbasis.Ethicalchoiceoftargetmarkets:sometimesachoicecancausecontroversy,consumerscanbeconcernedifvulnerablegroupsaretakenadvantageoforpotentiallyharmfulproductsarepromoted.第二十五页，共二十六页。MarketTargetingAdditionalcon内容(nèiróng)总结MarketSegmentationandTargeting。TypesofSegmentation:。Single-segmentconcentrationtargeting:。Additionalconsiderations:第二十六页，共二十六页。内容(nèiróng)总结MarketSegmentatiMarketSegmentationandTargeting第一页，共二十六页。MarketSegmentationandTargetMarketSegmentationMarketscanbehugeanddiverseentitiesmadeupofindividuals.Sinceindividualwantsandneedstendtodiffer,tryingtomassmarkettoawholemarketoftenisinefficient.Costingtoomuchtimeandmoney,andhurtingprofitpotential.Therefore,acompanyshouldfocusortargetspecificgroupsorsegmentsofindividualstoenhanceprofitopportunities.第二页，共二十六页。MarketSegmentationMarketscanMarketSegmentationSomewillarguethatmassmarketingisbetter,becauseloweroverallproductioncostsareachieved.Lowerexpensesthenleadstohigherprofits.However,unlessalmosteveryoneisbuyingyourproduct/service,thelowerexpenseswillnotnecessarymeanhigherprofits.第三页，共二十六页。MarketSegmentationSomewillaMarketSegmentationAsamarketer,definingandidentifyinggroupsofindividualswhowillpayforyourproductorserviceisanimportanttask.Thinkofthistaskastryingtotakeadvantageofthecostsavingsofmassmarketing,butonasmallerscale.Or,conductingmassmarketingtogroupsinsteadofthemarketasawhole.第四页，共二十六页。MarketSegmentationAsamarketMarketSegmentationDefinition:Amarketsegmentsaregroupsofhigh-potentialprospectivecustomerswithcommoncharacteristicsandneedsthatdistinguishthemfromotherhigh-potentialmarketsegments.第五页，共二十六页。MarketSegmentationDefinition:MarketSegmentationTypesofSegmentation:Segment(general):focusesoncustomerswhoshareasimilarsetofwants.Niche:focusesoncustomerswhoseekadistinctsetofbenefits(oftencalledsub-segmentation).Local:focusesonthewantsofcustomersinaspecificlocation.Customerization:focusesoncustomizingtheproductorservicetofitthecustomer’sspecificwants(theultimateinsegmentation).第六页，共二十六页。MarketSegmentationTypesofSeMarketSegmentationBasesforSegmentingCustomerMarkets:GeographicDemographicPsychographicBehavioral第七页，共二十六页。MarketSegmentationBasesforSMarketSegmentationGeographicSegmentation:Thisbasisforsegmentationcallsfordividingthemarketintodifferentgeographicunits(vinces,counties,cities,towns,neighborhoods,etc.).第八页，共二十六页。MarketSegmentationGeographicMarketSegmentationDemographicSegmentation:Thisbasisofsegmentationcallsfordividingthemarketsintogroupsbasedonageand/orothervariables.Demographicsegmentationispopular,becausethevariablesareeasiertomeasre.第九页，共二十六页。MarketSegmentationDemographicMarketSegmentationSomeofthevariablesconsideredinDemographicSegmentation:Ageandlife-cyclestageLifestageGenderIncomeSocialclassGenerationEthnicity第十页，共二十六页。MarketSegmentationSomeoftheMarketSegmentationPsychographicSegmentation:Thisbasisofsegmentationgroupspotentialcustomersaccordingtopsychological/personalitytraits,lifestyles,orvalues.第十一页，共二十六页。MarketSegmentationPsychographMarketSegmentationBehavioralSegmentation:Thisbasisofsegmentationdividescustomersintogroupsaccordingtotheirknowledgeof,attitudetoward,useof,orresponsetoaproductorservice.第十二页，共二十六页。MarketSegmentationBehavioralMarketSegmentationVariablesconsideredinBehavioralSegmentation:Occasions(need/use)BenefitsUserStatusUsageRateBuyer-readinessstageLoyaltystatusAttitude第十三页，共二十六页。MarketSegmentationVariablescMarketSegmentationIntheend,therearemanydifferentwaystosegmentamarket.Howyousegmentthemarketisyourdecision!Alwayskeepyourproductorserviceinmindwhenyousegment,orelseyoursegmentationactivitieswillbeawasteoftimeandmoney.第十四页，共二十六页。MarketSegmentation第十四页，共二十六页。MarketTargetingAfteryouhaveidentifiedthepossiblemarketsegmentsandopportunities,whichsegmentsandhowmanysegmentstotargetorfocusonisyournextstep.第十五页，共二十六页。MarketTargeting第十五页，共二十六页。MarketTargetingEffectiveSegmentationCriteria:Tobeusefulinyourmarketingefforts,marketsegmentsmustratefavorablyonfivekeycriteria.Thesegmentsmustbe:MeasurableSubstantialAccessibleDifferentiableActionable第十六页，共二十六页。MarketTargetingEffectiveSegmMarketTargetingWhenevaluatingdifferentmarketsegments,twofactorsmustbeconsidered:Thesegment’soverallattractivenessThecompany’sobjectivesandresources第十七页，共二十六页。MarketTargeting第十七页，共二十六页。MarketTargetingTypesofTargetingDecisions:Single-segmentconcentrationSelectivespecializationProductspecializationMarketspecializationFullmarketcoverage第十八页，共二十六页。MarketTargetingTypesofTargeMarketTargetingSingle-segmentconcentrationtargeting:Thischoiceinvolvesconcentratedmarketing.Thecompanygainsathoroughunderstandingofthechosensegment’sneedsandachievesastrongmarketpresence(i.e.mostluxurygoods).第十九页，共二十六页。MarketTargetingSingle-segmentMarketTargetingSelectivespecializationtargeting:Anumberofsegmentsareselected,eachobjectivelyattractiveandappropriate.Littleornosynergymayexistamongthesegments,buteachsegmentpromisestomakemoneyforthecompany(i.e.carmanufacturers).第二十页，共二十六页。MarketTargetingSelectivespecMarketTargetingProductspecializationtargeting:Underthisarrangement,thecompanyspecializesinmakingacertainproductforseveralsegments.Theproductmightbefurtherspecializedforeachsegment(i.e.TexasInstrumentcalculators).Theriskistechnologicalchangemightendtheneedfortheproduct.第二十一页，共二十六页。MarketTargetingProductspeciaMarketTargetingMarketspecializationtargeting:Focusisonservingtheneedsofaparticularcustomergroup(i.e.defensecontractors).The