对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 8 Market Segmentation, Targeting and Positioning

8-1 Principles of Marketing Session 8 Market Segmentation, Targeting and Positioning Text:Chapter 7 制卧经价蜀易大考 国际商学院市场营销学系

8 － 1 8 － 1 Principles of Marketing Session 8 Session 8 Market Segmentation, Market Segmentation, Targeting and Positioning Targeting and Positioning Text: Chapter 7

Outline 8-2 I.Stages in Market Orientation II.Segmenting Markets III.Market Targeting IV.Positioning 国际商学院市场营销学系

Outline I. Stages in Market I. Stages in Market Orientation Orientation II. Segmenting Markets II. Segmenting Markets III. Market Targeting III. Market Targeting IV. Positioning IV. Positioning 8－2 8－2

I.Stages in Market Orientation 8-3 Mass Marketing Product-Variety Marketing Target Marketing 国际商学院市场营销学系

Mass Marketing Mass Marketing Product-Variety Marketing Product-Variety Marketing Target Marketing Target Marketing 8－3 8－3 I. Stages in Market Orientation

Steps in Segmentation, 8-4 Targeting,and Positioning 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 制卧经价蜀易大考 国际商学院市场营销学系

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 8－4 Steps in Segmentation, 8－4 Targeting, and Positioning

ll.Segmenting I Markets 8-5 >Segmenting Consumer Markets >Segmenting Business Markets >Segmenting International Markets >Requirements for Effective Segmentation 制卧经价蜀易大考 国际商学院市场营销学系

II. Segmenting Markets ¾Segmenting Consumer Markets ¾Segmenting Business Markets ¾Segmenting International Markets ¾Requirements for Effective Segmentation 8 － 5 8 － 5

Bases for Segmenting Consumer Markets 8-6 Characteristics >Demographic >Geographic >Psychographic >Response 制纤港所贺多大孝 国际商学院市场营销学系

8 － 6 8 － 6 Bases for Segmenting Consumer Markets Characteristics ¾Demographic ¾Geographic ¾Psychographic ¾Response

Geodemographics 8-7 Characteristics Demographics: >Gender >Age >Income Geographic location: >Occupation >Population by country >Marital status >Popn.by Region >Household size >Popn.by City size >Race >Popn.by SD >Religion >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 制卧价蜀易大考 国际商学院市场营销学系

Characteristics Characteristics Geographic location: ¾Population by country ¾Popn. by Region ¾Popn. by City size ¾Popn. by SD ¾Popn. by SSD ¾Popn. by LGA ¾Popn. by CD Demographics: ¾Gender ¾Age ¾Income ¾Occupation ¾Marital status ¾Household size ¾Race ¾Religion ¾Education level ¾Socioeconomic ¾ status ¾Lifecycle stage Bases for identifying homogenous groups of consumers that are measurable, accessible, substantial and, actionable Geodemographics Geodemographics 8-7 8-7

Bases for Segmenting Business Markets 8-8 >Demographics >Operating Variables >Purchasing Approaches >Situational Factors >Personal Characteristics 制卧经价蜀易大考 国际商学院市场营销学系

8 － 8 8 － 8 Bases for Segmenting Bases for Segmenting Business Markets Business Markets ¾Demographics ¾Operating Variables ¾Purchasing Approaches ¾Situational Factors ¾Personal Characteristics

Signodes Segmentation Variables 8-9 More Profitable Programmed Buyers Relationship Buyers Transaction Buyers Bargain Less Hunters Profitable 制卧经价蜀易大考 国际商学院市场营销学系

Programmed Buyers Programmed Buyers Relationship Buyers Relationship Buyers Transaction Buyers Transaction Buyers Bargain Hunters Bargain Hunters More Profitable Less Profitable 8－9 8－9 Signode‘ s Segmentation Variables

Segmenting International Markets Factors for Segmenting International Markets >Economic >Political/Legal >Cultural Intermarket >Geographic 制卧经价蜀易大考 国际商学院市场营销学系

8 －10 Segmenting International Markets Segmenting International Markets 8 －10 Factors for Segmenting International Markets ¾Economic ¾Political/Legal ¾Cultural ¾Intermarket ¾Geographic