《市场营销学》课程PPT教学课件（双语）Chapter 05 Segmentation, Targeting, and Positioning

2025/5/17 郭虹 wishg@126.com Chapter 5 Segmentation,Targeting, and Positioning Building the right relationships with the right customers

2025/5/17 郭虹 wishg@126.com 1 Chapter 5 Segmentation, Targeting, and Positioning Building the right relationships with the right customers

Steps in Market Segmentation, Targeting,and Positioning Market Segmentation 1.Identify bases for segmenting the market 2.Develop segment profiles Market Targeting 3.Develop measure of segment attractiveness 4.Select target segments Market positioning 5.Develop positioning for target segments 6.Develop a marketing mix for each segment 2025/5/17 郭虹wishg@12o.com

2025/5/17 郭虹 wishg@126.com 2 Steps in Market Segmentation, Targeting, and Positioning Market Segmentation 1. Identify bases for segmenting the market 2. Develop segment profiles Market Targeting 3. Develop measure of segment attractiveness 4. Select target segments Market positioning 5. Develop positioning for target segments 6. Develop a marketing mix for each segment

Market Segmentation 1.Geographic Segmentation World Region or Country City or Metro Size Density or Climate 2025/5/17 郭虹wishg(@126.com 3

2025/5/17 郭虹 wishg@126.com 3 Density or Climate City or Metro Size World Region or Country 一． Market Segmentation 1. Geographic Segmentation

2.Demographic Segmentation Dividing the market into groups based on variables such as: Age Gender Family size or life cycle Income Occupation Education Religion Race Generation 6o8ab能e Nationality wishg@126.com

2025/5/17 郭虹 wishg@126.com 4 2. Demographic Segmentation Dividing the market into groups based on variables such as: – Age – Gender – Family size or life cycle – Income – Occupation – Education – Religion – Race – Generation – Nationality

3.Psychographic Segmentation Divides Buyers Into Different Groups Based on: Social glass 工fS5j Personality 2025/5/17 郭虹wshg@126.com

2025/5/17 郭虹 wishg@126.com 5 3. Psychographic Segmentation Divides Buyers Into Different Groups Based on:

4.Behavioral Segmentation Dividing the market into groups based on variables such as: Occasions Benefits sought User status Usage rate Loyalty status Readiness stage -Attitude toward product 2025/5/17 郭虹wishg@126.com

2025/5/17 郭虹 wishg@126.com 6 4. Behavioral Segmentation Dividing the market into groups based on variables such as: – Occasions – Benefits sought – User status – Usage rate – Loyalty status – Readiness stage – Attitude toward product

Segmenting Business Markets Demographics Business Marketers Use Operating Variables Many of the Same Consumer Variables,Plus: Purchasing Approaches Situational Factors Personal Characteristics 2025/5/17 郭虹wshg@126.com

2025/5/17 郭虹 wishg@126.com 7 Demographics Operating Variables Purchasing Approaches Situational Factors Personal Characteristics Segmenting Business Markets Business Marketers Use Many of the Same Consumer Variables, Plus:

Segmenting International Markets Geographic Location Factors Used Cultural to Segment Economic Factors International Factors Markets Political and Legal Factors 2025/5/17 判wisng@1Z6.com 8

2025/5/17 郭虹 wishg@126.com 8 Segmenting International Markets Factors Used to Segment International Markets Geographic Location Economic Factors Political and Legal Factors Cultural Factors

Requirements for Effective Segmentation Measurable Size,purchasing power,profiles of segments can be measured. Accessible Segments can be effectively reached and served. Substantial 。Segments are large or profitable enough to serve. Segments must respond Differential differently to different marketing mix elements programs. Actionable Effective programs can be designed to attract and serve the segments. 2025/5/17 郭虹wshg@126.com 9

2025/5/17 郭虹 wishg@126.com 9 • Size, purchasing power, profiles of segments can be measured. • Segments can be effectively reached and served. • Segments are large or profitable enough to serve. Measurable Accessible Substantial Differential Actionable • Segments must respond differently to different marketing mix elements & programs. • Effective programs can be designed to attract and serve the segments. Requirements for Effective Segmentation

Market Targeting 1.Evaluating Market Segments Segment Size and Growth Analyze current sales,growth rates and expected profitability for various segments. Segment Structural Attractiveness Consider effects of:competitors,availability of substitute products and,the power of buyers suppliers Company Objectives and Resources Company skills resources needed to succeed in that segment(s). Look for Competitive Advantages. 2025/5/17 郭虹wishg@126.com 10

2025/5/17 郭虹 wishg@126.com 10 二．Market Targeting 1. Evaluating Market Segments Segment Size and Growth – Analyze current sales, growth rates and expected profitability for various segments. Segment Structural Attractiveness – Consider effects of: competitors, availability of substitute products and, the power of buyers & suppliers. Company Objectives and Resources – Company skills & resources needed to succeed in that segment(s). – Look for Competitive Advantages