《市场营销》（英文版） Chapter 9 Bases for Segmenting Consumer Markets

Objectives Identifying Market Segments Choosing Target Markets @2000 Prentice Hall

©2000 Prentice Hall Objectives Identifying Market Segments Choosing Target Markets

Market-Segmentation Procedure Survey Motivations Attitudes Behavior Analysis Factors Clusters Profiling @2000 Prentice Hall

©2000 Prentice Hall Market-Segmentation Procedure Survey Motivations Attitudes Behavior Analysis Factors Clusters Profiling

Bases for Segmenting Consumer Markets Geographic Region, City or Metro Size,Density,Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation, or Income Psychographic Lifestyle or Personally Behavioral Occasions. Benefits Uses, or Attitudes @2000 Prentice Hall

©2000 Prentice Hall Bases for Segmenting Consumer Markets Occasions, Benefits, Uses, or Attitudes Behavioral Geographic Region, City or Metro Size, Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation, or Income ... Lifestyle or Personality Psychographic

Bases for Segmenting Business markets Demographic Operating variables Purchasing Approaches Situational Factors Personal characteristics @2000 Prentice Hall

©2000 Prentice Hall Bases for Segmenting Business Markets Demographic Operating Variables Purchasing Approaches Situational Factors Personal Characteristics

Effective Segmentation Measurable Size, purchasing power, profiles of segments can be measured Substantial Segments must be large or profitable enough to serve Accessible Segments can be effectively reached and served Segments must respond Differential differently to different marketing mix elements actions Must be able to attract and Actionable serve the segments C2000 Prence fr

©2000 Prentice Hall Measurable Accessible Substantial Differential • 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 attract and serve the segments. Effective Segmentation

Additional Segmentation Criteria Ethical Choice of Market Targets Segment Interrelationships Supersegments Segment-by-Segment Invasion Plans Intersegment Cooperation @2000 Prentice Hall

©2000 Prentice Hall Additional Segmentation Criteria Ethical Choice of Market Targets Segment Interrelationships & Supersegments Segment-by-Segment Invasion Plans Intersegment Cooperation