复旦大学：《营销管理》PPT课件讲义_Segmentation, Targeting, Positioning

Segmentation, Targeting, Positioning Analyze Customer Product Relationship Investigate Segmentation Bases Develop product Positioning Select segmentation Strategy IrwinMcGraw-Hill o The McGraw-Hill Commpanies, Inc, 1998

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Segmentation, Targeting, Positioning Slide 8-9 Figure 8.5 Analyze Customer Product Relationship Investigate Segmentation Bases Develop Product Positioning Select Segmentation Strategy

Market segmentation process of dividing a market into groups of potential buyers who have similar needs and wants, value perceptions, or purchasing behaviors

Market Segmentation process of dividing a market into groups of potential buyers who have similar needs and wants, value perceptions, or purchasing behaviors

Mass Marketing, Segment Marketing, Individual Marketing

Mass Marketing, Segment Marketing, Individual Marketing

Analyze-Customer Product Relationships Identify prospects: people or organizations that are potential customers Eliminate non-prospects

Analyze-Customer Product Relationships Identify prospects: people or organizations that are potential customers Eliminate non-prospects

Investigate segmentation Bases

Investigate Segmentation Bases

Demographic Segmentation Ethnic background Age Gender Income

Demographic Segmentation Ethnic Background Age Gender Income

Geographic Segmentation include neighborhoods, towns, cities counties. states or countries people within various boundaries may Share common income levels cultures climates values Example: laundry detergent

Geographic Segmentation include neighborhoods, towns, cities, counties, states or countries people within various boundaries may share – common income levels – cultures – climates – values Example: laundry detergent

Geodemographic Segmentation Clusters neighborhoods into lifestyle categories Combines geographic demographic segmentation PRIZM. Claritas

Clusters neighborhoods into lifestyle categories Combines geographic & demographic segmentation PRIZM, Claritas Geodemographic Segmentation

Psychological: Psychographic Segmentation Activities Interests Opinions

Activities Interests Opinions Psychological: Psychographic Segmentation

VALS2 Lifestyle Categories gure Consumer markets Resources Abund ant Actualizers Fulfilleds ) Achievers ( Experiencers Believers Strivers Makers Strugglers Minimal Princip al Status Action Self-Orien tation Oriented Oriented Oriented InwwinyMcGraw-Hill o The MoGraw-Hill Commpanies, Inc, 1998

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 VALS2 Lifestyle Categories - Consumer Markets Slide 8-7 Figure 8.2 Resources Abundant Principal Self-Orientation Oriented Status Oriented Action Oriented Minimal Fulfilleds Achievers Experiencers Believers Strivers Makers Strugglers Actualizers