《市场营销 MARKETING MANAGEMENT》教学课件（英文版）Lecture 3 Market Segmentation, Targeting and Positioning

Lecture 3: Market Segmentation, Targeting and Positioning Lecture Objectives Segmentation -what/why/how? Target market strategies Positioning and re-positioning strategies

Lecture 3: Market Segmentation, Targeting and Positioning Lecture Objectives Segmentation - what/why/how? Target market strategies Positioning and re-positioning strategies

The advantages of market segmentation Target market selection Market Tailored Differentiation seqmentation marketing mIX Opportunities and threats

2 The advantages of market segmentation Opportunities and threats Target market selection Market segmentation Tailored marketing mix Differentiation

The process of market segmentation and target marketing The disaggregated market The segmented market The target market 123 12 C (C5(C2) Marketing C mIx targeted at segments The characteristics of Customers are Segment 3 is judged individual customers grouped into segments to be most attractive are understood on the basis of having and a marketing mix similar characteristics strategy is designed for that target market

3 c1 c5 c7 c2 c6 c3 c4 c8 The process of market segmentation and target marketing c1 c5 c7 c2 c6 c3 c4 c8 c1 c5 c7 c2 c6 c3 c4 c8 The disaggregated market The segmented market The target market The characteristics of individual customers are understood Customers are grouped into segments on the basis of having similar characteristics Segment 3 is judged to be most attractive and a marketing mix strategy is designed for that target market 1 2 3 1 2 3 Marketing mix targeted at segment 3

Segmenting consumer markets Consumer segmentation Behavioural Psychographic Profile Benefits sought Lifestyle Demographic Purchase occasion Personality Socio-economic Purchase behaviour Geographic Usage Perceptions and beliefs

4 Segmenting consumer markets Consumer segmentation Behavioural Benefits sought Purchase occasion Purchase behaviour Usage Perceptions and beliefs Lifestyle Personality Demographic Socio-economic Geographic Psychographic Profile

Claritas Is lack of real data limiting your marketing vision? Lifestyle data helps to segment and target markets LARIJAS

5 Claritas Lifestyle data helps to segment and target markets

Segmenting organizational markets Organizational segmentation Microsegmentation Microsegmentation Choice Organizational size Decision-making unit structure Industry Decision-making process Geographic location Buy class Purchasing organization Organizational innovativeness

7 Segmenting organizational markets Organizational segmentation Microsegmentation Decision-making process Buy class Purchasing organization Organizational innovativeness Organizational size Industry Geographic location Macrosegmentation Decision-making unit structure Choice

Target marketing strategies Undifferentiated marketing Marketing mix Whole market

9 Target marketing strategies Undifferentiated marketing Marketing mix Whole market

EXample of Undifferentiated Strategy Example ORGANISATION MARKETING MIX TARGET MARKET Post Product Office ●Prce Everybody Promotion . Distribution

Example of Undifferentiated Strategy Example Post Office •Product •Price •Promotion •Distribution Everybody ORGANISATION MARKETING MIX TARGET MARKET 10

Target marketing strategies Differentiated marketing Marketing mix 1 Segment 1 Marketing mix 2 Segment 2 Marketing mix 3 Segment 3

11 Target marketing strategies Differentiated marketing Marketing mix 1 Segment 1 Segment 2 Segment 3 Marketing mix 2 Marketing mix 3

EXample of Differentiated Strategy Marketing Mix1/Utilitaria Custome Marketing Trend Mix 2 Casual LEVIS Marketing Price Mix 3 shopper Marketing Mix 4 lainstrea — Marketing Tradition Mix 5 alist

Utilitarian Customer Trendy￾Casual Price shopper Mainstream Tradition￾alist LEVI’s Marketing Mix 1 Marketing Mix 2 Marketing Mix 3 Marketing Mix 4 Marketing Mix 5 Example of Differentiated Strategy 12