[精选]andPositioning(营销管理,菲利普·科特勒教材)

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1、2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensChapter 8Market Segmentation,Targeting,and Positioning2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,an

2、d Makens“Themythological,homogeneousAmericaisgone.Weareamosaicofminorities.”-JoelWeiner2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Sadd

3、le River,NJ 07458 Kotler,Bowen,and MakensChapter ObjectivesExplainmarketsegmentationandidentifyseveralpossiblebasesforsegmentingmarketsListanddistinguishamongtherequirementsforeffectivesegmentation2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458

4、 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensChapter ObjectivesOutlinetheprocessofevaluatingmarketsegmentsIllustratetheconceptofpositioningforcompetitiveadvantageDiscusschoosingandimplementingap

5、ositioningstrategy2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensMarketsAmarketisallactualand

6、potentialbuyersofaproductorservice2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensStages of Ma

7、rketingMassmarketingProduct-varietymarketingTargetmarketingMicromarketingCustomizedmarketing2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper

8、 Saddle River,NJ 07458 Kotler,Bowen,and MakensMarket SegmentationGeographicSegmentationDemographicSegmentationPsychographicSegmentationBehaviorSegmentation2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Educa

9、tion,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensGeographic SegmentationDividingthemarketintodifferentgeographicunitsNationsStatesRegionsCountiesCitiesNeighborhoods2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition

10、Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensDemographic SegmentationDividingthemarketintogroupsbasedondemographicvariablesAgeGenderIncomeOccupation2006 Pearson Educat

11、ion,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensPsychographic SegmentationDividingbuyersintodifferentgroupsbasedo

12、nsocial class,lifestyle,andpersonality characteristics2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,an

13、d MakensBehavior SegmentationBuyersaredividedintogroupsbasedontheirknowledge,attitude,anduseorresponsetoaproductThebeststartingpointforbuildingmarketsegmentsTypesSpecialoccasionsegmentationBenefitssoughtUserstatusUsagerateLoyaltystatusBuyerreadinessstage2006 Pearson Education,Inc.Marketing for Hospi

14、tality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensRequirements for Effective SegmentationMeasurabilityAccessibilitySubstantialityActionability

15、2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens Size,purchasing power,profiles of segments ca

16、n be measured.Segments can be effectivelyreached and served.Segments are large or profitable enough to serve.MeasurableAccessibleSubstantialActionable Effective programs can be designed to attract and serve the segments.Requirements for Effective Segmentation2006 Pearson Education,Inc.Marketing for

17、Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensMarket TargetingEvaluatingMarketSegmentsSelectingMarketSegmentsChoosingaMarket-Coverage

18、Strategy2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensEvaluating Market SegmentsSegmentSizea

19、ndGrowthSegmentStructuralAttractivenessCompanyObjectivesandResources2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 K

20、otler,Bowen,and MakensSelecting Market SegmentsUndifferentiatedMarketingBifurcatedMarketingDifferentiatedMarketingConcentratedMarketing2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing f

21、or Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensChoosing a Market Coverage StrategyCompanyresourcesDegreeofproducthomogeneityMarkethomogeneityCompetitorsstrategies2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,N

22、J 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensPositioning StrategiesProductscanbepositionedonspecificattributesoragainstanotherproductclass2006 Pearson Education,Inc.Marketing for Hospital

23、ity and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensChoosing and Implementing a Positioning Strategy1.Identifyingasetofpossiblecompetitive advantag

24、esuponwhichtobuildaposition2.Selectingtherightcompetitiveadvantages3.Effectivelycommunicatinganddeliveringthechosenpositiontoacarefullyselectedtargetmarket2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Educa

25、tion,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensProduct DifferentiationPhysicalAttributeDifferentiationServiceDifferentiationPersonnelDifferentiationLocationDifferentiationImageDifferentiation2006 Pearson Education,Inc.Marketing for Hospit

26、ality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensSelecting the Right Competitive AdvantagesAvoid:Underpositioning-failingevertopositionthecomp

27、anyatallOverpositioning-givingbuyerstoonarrowapictureofthecompanyConfused positioning-leavingbuyerswithaconfusedimageofacompany2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospi

28、tality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensSelecting the Right Competitive AdvantagesBranddifferencesshouldmeetthefollowingcriteriapriortomarketing:ImportantDistinctiveSuperiorCommunicablePreemptiveAffordableProfitable2006 Pearson Education,Inc.Marketing for Hos

29、pitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensPositioning MeasurementPerceptualmappingisaresearchtoolusedtomeasureabrandsposition2006 Pe

30、arson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensPositioning map of service level versus price.(FromCh

31、ristopherLovelock,Services Marketing,UpperSaddleRiver,NJ:PrenticeHall,1996,p.178.)PerceptualMap2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUp

32、per Saddle River,NJ 07458 Kotler,Bowen,and MakensBest PracticesCarnivalCruiselinesSouthwestAirlines2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editi

33、onUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensKey TermsBehavioralsegmentationBenefitsegmentationCompetitiveadvantageCompetitorsstrategies2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Ma

34、rketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensKey TermsConfusedpositioningCustomizedmarketingDegreeofproducthomogeneityDemographicsegmentation2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Ko

35、tler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensKey TermsExistingcompetitorGendersegmentationGeographicsegmentationIncomesegmentation2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4t

36、h editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensKey TermsMarketMarkethomogeneityMarketpositioningMarketsegmentationMarkettargeting2006 Pearson Education,Inc.Mark

37、eting for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and MakensKey TermsMicromarketingOverpositioningPsychographicsegmentationSpecificproduc

38、tattributesUnderpositioning2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens9、静夜四无邻，荒居旧业贫。9月-23

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