《网络营销》课程教学课件（英文）Chapter 8 Segmentation & Targeting Strategies

E-Marketing4/EJudyStrauss,AdelI.El-Ansary,and RaymondFrostChapter8:Segmentation&TargetingStrategies1000007001070100111101000010010111010010C2006PrenticeHallnO

©2006 Prentice Hall 8-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 8: Segmentation & Targeting Strategies

Chapter 8 ObjectivesAfterreadingChapter8youwillbeableto..Outline the characteristicsof the three majormarketsfore-business·Explain whyandhow e-marketers use marketsegmentation to reach online customers.Listthemostcommonlyusedmarketsegmentation bases and variables.Outline five types of usage segments and theircharacteristics.Describethefourcoveragestrategiesemarketers can use totarget online customers07001070200111010000100101110100102006PrenticeHa

©2006 Prentice Hall 8-2 Chapter 8 Objectives • After reading Chapter 8 you will be able to: • Outline the characteristics of the three major markets for e-business. • Explain why and how e-marketers use market segmentation to reach online customers. • List the most commonly used market segmentation bases and variables. • Outline five types of usage segments and their characteristics. • Describe the four coverage strategies e￾marketers can use to target online customers

1-800-Flowers·Utilized data mining software to identifycustomer segments for better targeting·Asa result of segmentation andtargetingstrategies,customer retention increased by15%andsalesby13.8%in2003Web siteattracted13.1millionnewcustomers and the repeat orderrateincreasedto43%Whydoyouthinkbettersegmentationandtargeting lead to reduced phone time andlower costs?0070101001111010000100101110100102006Prenticeh

©2006 Prentice Hall 8-3 • Utilized data mining software to identify customer segments for better targeting. • As a result of segmentation and targeting strategies, customer retention increased by 15% and sales by 13.8% in 2003. • Web site attracted 13.1 million new customers and the repeat order rate increased to 43%. • Why do you think better segmentation and targeting lead to reduced phone time and lower costs? 1-800-Flowers

Segmentation & Targeting OverviewMarketingsegmentationistheprocessofgrouping individuals orbusinesses,accordingtouse,consumption orbenefits ofaproduct orserviceTargetingistheprocessof selectingmarketsegments that are mostattractiveto the firm700707010011101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 8-4 Segmentation & Targeting Overview • Marketing segmentation is the process of grouping individuals or businesses, according to use, consumption or benefits of a product or service. • Targeting is the process of selecting market segments that are most attractive to the firm

Three Basic MarketsBusinessMarketGovernmentMarketConsumerMarket1000007001010000111101000010010111010010C2006PrenticeHall0000

©2006 Prentice Hall 8-5 Three Basic Markets • Business Market • Government Market • Consumer Market

Segmentation BasesGeographiclocationDemographics·Psychographics.BehaviorwithregardtotheproductCompaniescancombinesbases,suchasgeodemographics(geographyanddemographics)1007001010100111701000010010111010010C2006PrenticeHall

©2006 Prentice Hall 8-6 • Geographic location. • Demographics. • Psychographics. • Behavior with regard to the product. • Companies can combines bases, such as geodemographics (geography and demographics). Segmentation Bases

Geographic Segments· Product distribution strategy is a driving forcebehindgeographicsegmentation.Countriesmaybesegmentedbasedon Internetusage..U.S.has186millionusersChinahas95.6millionusers·Japanhas77.9millionusersGeographicmarketsmayalsobeevaluatedbyinfrastructure variables.Languagespokenmayalsobeavariable070010101001111010000100101110100102006PrenticeHa

©2006 Prentice Hall 8-7 Geographic Segments • Product distribution strategy is a driving force behind geographic segmentation. • Countries may be segmented based on Internet usage. • U.S. has 186 million users. • China has 95.6 million users. • Japan has 77.9 million users. • Geographic markets may also be evaluated by infrastructure variables. • Language spoken may also be a variable

Top Internet LanguagesDutch, 1.8%-Other, 5.2%Russian2.5%-Italian,3.3%-Portuguese,3.5%-English 35.8%French, 3.8%Korean 4.1%German, 7.3%Spanish 9.0%Chinese, 14.1%Japanese, 9.6%00000700701000111101000010010111010010C2006PrenticeHall00O

©2006 Prentice Hall 8-8 Top Internet Languages English, 35.8% Chinese, 14.1% Japanese, 9.6% Spanish, 9.0% German, 7.3% Korean, 4.1% French, 3.8% Portuguese, 3.5% Italian, 3.3% Russian, 2.5% Dutch, 1.8% Other, 5.2%

Demographic SegmentsIndevelopednations,usersaremuchlikethemainstreampopulationdemographicallyThreemarketsegmentsareofgreatinteresttoe-marketers.·MillenialsEthnicgroupsInfluentials100070007010011110100001001011010010C2006PrenticeHall

©2006 Prentice Hall 8-9 • In developed nations, users are much like the mainstream population demographically. • Three market segments are of great interest to e-marketers. • Millenials • Ethnic groups • Influentials Demographic Segments

MillenialsOfthosebornbetween1979and1994,over75%use theInternet.TheygrewupwiththeInternet.:80%havecell phonesand36%usetextmessagingMosthavebroadbandfordownloadingmusicandwatchingvideosonlineThis group is a proving ground for the future7001:070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 8-10 Millenials • Of those born between 1979 and 1994, over 75% use the Internet. • They grew up with the Internet. • 80% have cell phones and 36% use text messaging. • Most have broadband for downloading music and watching videos online. • This group is a proving ground for the future