对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 07 Market Segmentation, Targeting and Positioning

Principles of Marketing 7一1 Session 7 Market Segmentation, Targeting and Positioning Text:Chapter 7 對好酒价置昌大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 7－1 Principles of Marketing Session 7 Market Segmentation, Targeting and Positioning Text: Chapter 7

Outline 7-2 I. Stages in Market Orientation It. Segmenting Markets III.Market Targeting IV.Positioning 對至（竹宜多大学 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 7－2 Outline I. Stages in Market Orientation II. Segmenting Markets III. Market Targeting IV. Positioning

7-3 I.Stages in Market Orientation 雒對好酒价置昌大兰 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 7－3 I. Stages in Market Orientation

I.Stages in Market Orientation 7-4 Mass Marketing Product-Variety Marketing Target Marketing 滋 對肝至（的宜多大差 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 7－4 Mass Marketing Product-Variety Marketing Target Marketing I. Stages in Market Orientation

Steps in Segmentation, Targeting,and Positioning 7-5 6.Develop Marketing Mix for Each Segment Market 5.Develop Positioning Positioning for Each Segment 4.Select Target Segment(s) Market 3.Develop Measures Positioning of Attractiveness 2.Develop Profiles of Segments Market Segmentation 1.Identify Bases for Segmentation 對至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 7－5 1. Identify Bases for Segmentation 2. Develop Profiles of Segments 3. Develop Measures of Attractiveness 4. Select Target Segment(s) 5. Develop Positioning for Each Segment 6. Develop Marketing Mix for Each Segment Market Positioning Market Positioning Market Segmentation Steps in Segmentation, Targeting, and Positioning

7-6 Il.Segmenting Markets 雒對好酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 7－6 II. Segmenting Markets

ll.Segmenting Markets 7-7 >Segmenting Consumer Markets >Segmenting Business Markets >Segmenting International Markets >Requirements for Effective Segmentation 计至（竹置多大学 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 7－7 II. Segmenting Markets Segmenting Consumer Markets Segmenting Business Markets Segmenting International Markets Requirements for Effective Segmentation

Bases for Segmenting Consumer Markets 7-8 Characteristics >Demographic >Geographic >Psychographic >Response 對计至（宜多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 7－8 Bases for Segmenting Consumer Markets Characteristics Demographic Geographic Psychographic Response

Geodemographics 7-9 Characteristics Demographics: >Gender >Age Geographic location: >Income >Population by >Occupation country >Marital status >Household size >Popn.by Region >Race >Popn.by City size >Religion >Popn.by SD >Education level >Popn.by SSD >Socioeconomic >Popn.by LGA >status >Popn.by CD >Lifecycle stage Bases for identifying homogenous groups of consumers that are measurable,accessible,substantial and,actionable 對计至（竹置多大孝 国际商学院市场营销学系 15 University of Intemational Business and Economics

国际商学院 市场营销学系 7－9 Geodemographics Characteristics Geographic location: Population by country Popn. by Region Popn. by City size Popn. by SD Popn. by SSD Popn. by LGA Popn. by CD Demographics: Gender Age Income Occupation Marital status Household size Race Religion Education level Socioeconomic  status Lifecycle stage Bases for identifying homogenous groups of consumers that are measurable, accessible, substantial and, actionable

Bases for Segmenting Business Markets 7-10 >Demographics >Operating Variables >Purchasing Approaches >Situational Factors >Personal Characteristics 對酒（价置多大号 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 7－10 Bases for Segmenting Business Markets Demographics Operating Variables Purchasing Approaches Situational Factors Personal Characteristics