Target Market Selection目标市场的选择

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1、Chapter ObjectivesMarketing Segmentation,Targeting,and PositioningCHAPTER 912478Identify the essential components of a market.Outline the role of market segmentation in developing a marketing strategy.Describe the criteria necessary for effective segmentation.Explain the geographic,domestic,and psyc

2、hographic approaches to segmenting consumer markets.Describe product-related segmentation.Identify the steps in the market segmentation process.Discuss the four basic strategies for reaching target markets.Summarize the types of positioning strategies,and explain the reasons for positioning and repo

3、sitioning products.536CHAPTER 9 Marketing Segmentation,Targeting,and PositioningMarket Groupofpeoplewithsufficientpurchasingpower,authority,andwillingnesstobuy.Anindividualslifestyle,income,geographiclocation,age,andotherfactorsallcontributetothelikelihoodthatpersonwillbuycertainproducts.Target mark

4、et Groupofpeopletowhomafirmdecidestodirectitsmarketingeffortsandultimatelyitsgoodsandservices.Allowsfirmstodevelopmoreefficientandeffectivemarketingstrategies.Marketersmuststudyamarkettosegmentandcommunicatewithiteffectively.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningTYPES OF MARKETSC

5、onsumer products Productsboughtbyultimateconsumersforpersonaluse.Business products Goodsandservicespurchasedforuseeitherdirectlyorindirectlyintheproductionofothergoodsandservicesforresale.Aproductcanbeeither,dependingonitsuse.Example:Tires,whichcanbebepurchasedbyconsumersforthefamilycarorbyGeneralMo

6、torsforitsproductionline.Example:Lineofprofessionalcookwareforrestaurantsmaybeadaptedforhomeuse.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningTHE ROLE OF MARKET SEGMENTATIONWith6.5billionpeopleintheworldand300millioninU.S.,toomanypotentialcustomerstoattractwithasinglemarketingmix.Market

7、segmentation Divisionofthetotalmarketintosmaller,relativelyhomogenousgroups.CRITERIA FOR EFFECTIVE SEGMENTATIONFourbasiccriteriadeterminetheeffectivenessofmarketingsegmentation:First,segmentmusthavemeasurablesizeandpurchasingpower.Example:Femalecustomersaccountfor85percentofallconsumerpurchases.CHAP

8、TER 9 Marketing Segmentation,Targeting,and PositioningCHAPTER 9 Marketing Segmentation,Targeting,and PositioningSecond,marketersmustfindawaytopromoteeffectivelytoandservethemarketsegment.Examples:AdsfeaturingworkingmothersbyT-MobileandBlackberry.Third,segmentmustbesufficientlylargetooffergoodprofitp

9、otential.Example:Womenspend$55billioninelectronicspurchaseseachyear.Fourth,firmmustaimforsegmentsthatmatchitsmarketingcapabilities.Smallerfirmsoftenstickwithatargetmarket.Example:Anelectronicscompanythatinstallsasupervisedplayareaforchildrenwhiletheirmothersshop.CHAPTER 9 Marketing Segmentation,Targ

10、eting,and PositioningSEGMENTING CONSUMER MARKETSAttempttoisolatethetraitsthatdistinguishacertaingroupofconsumersfromtheoverallmarket.Groupcharacteristicssuchasage,gender,geographiclocation,income,andbuyingpatternsarekey.Fourcommonbasesforsegmentingconsumermarkets:Geographicsegmentation.Demographicse

11、gmentation.Psychographicsegmentation.Product-relatedsegmentation.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningGEOGRAPHIC SEGMENTATIONGeographic segmentation Divisionofanoverallmarketintohomogenousgroupsbasedontheirlocations.Marketerslookatbothtotalpopulationtodeterminemarketsize.Alsopay

12、closeattentiontoareaswithquicklygrowingpopulationstoplanforthefuture.Worldwide,ChinaandIndiahavetheworldslargestpopulations,followedbytheU.S.Businessesmustalsoconsidereconomicvariablesandmaycombinetheirmarketingeffortsincountriesthatsharesimilarcharacteristics.Otherusefulgeographicindicatorsincludej

13、obgrowthandmigrationpatterns.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningCHAPTER 9 Marketing Segmentation,Targeting,and PositioningWithpost-WorldWarIIgrowthofsuburbs,traditionalcityboundarieshavelostmeaningformarketers.Governmentnowclassifiesurbandatainseveralcategories:Corebasedstatis

14、ticalarea(CBSA)metropolitanareas(thosewithatleast50,000)andmicropolitanareas(thosebetween10,000and50,000).Metropolitanstatisticalarea(MSA)areawithanurbancenterofatleast50,000andtotalmetropolitanareaofatleast100,000.Micropolitanstatisticalareaareawithbetween10,000and49,999residentswithproportionately

15、fewcommutingoutsidethearea.Consolidatedmetropolitanstatisticalarea(CMSA)includestwoormoreprimarymetropolitanstatisticalareas.Primarymetropolitanstatisticalarea(PMSA)urbanizedareaswithpopulationsmorethan1million.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningCHAPTER 9 Marketing Segmentatio

16、n,Targeting,and PositioningUSING GEOGRAPHIC SEGMENTATIONMarketersfocusoncoreregions,thosefromwhichtheydraw40to80percentofsales.Residencewithinregionurbancorevs.suburbisoftenanimportantvariable.Providesusefuldistinctionsforregionaldifferences.GEOGRAPHIC INFORMATION SYSTEMS(GISs)Computersystemsthatass

17、emble,store,manipulate,anddisplaydatabylocation.Allowsfirmstooverlaydataaboutcustomersoveramapandmakedecisionaboutlocation,deliveryroutes,andotherissues.Example:GoogleEarth,whichallowsuserstoviewdifferentpartsofthecountrycloseup.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningDEMOGRAPHIC S

18、EGMENTATIONDemographic segmentation Divisionofanoverallmarketintohomogenousgroupsbasedonvariablessuchasgender,age,income,occupation,education,sexualorientation,householdsize,andstageinthefamilylifecycle;alsocalledsocioeconomic segmentation.PrimarysourceofdataisU.S.CensusBureau.SEGMENTING BY GENDERLi

19、nesblurringinrecentyears.Example:Menbuyingskin-careproductsandwomenbuyingpowertoolsandtrucks.WorkingwomenwhoregularlyusetheInternetmakemostofthedecisionsaboutretailitems,healthcaregoodsandservices,andfitnessproducts.Understandingthiscanhelpmarketersdevelopmoreeffectivemessages.CHAPTER 9 Marketing Se

20、gmentation,Targeting,and PositioningSEGMENTING BY AGEAswithgender,distinctionsamongagegroupsblurasconsumerschangeandasagedistributionshifts.Example:St.Josephsbabyaspirinnowmarketedtoadultstohelppreventheartdisease.The Cohort EffectTendencyofmembersofagenerationtobeinfluencedandboundtogetherbysignifi

21、canteventsintheirformativeyear,ages17to22.Example:OlderbabyboomerandtheVietnamWar.Formativeexperienceshelpformlong-termbeliefsandgoalsandinfluencebuyinghabits.School-Age ChildrenHavesignificantinfluenceoverfamilypurchases.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningTweens and TeensSpen

22、d$159billionannuallyoneverythingfromsnackstoclothingtoelectronics.Alsoinfluencebillionsofdollarsoffamilypurchases.Three-quartersofU.S.teens15to17yearsoldhavecellphones.Companiesthattargetthisgroupcanhavesignificantsuccess.Example:RetailerssuchasHotTopic,AmericanEagleOutfitters,andAeropostale.Generat

23、ion XBornbetween1966and1981,numbers44million.Family-oriented,welleducated,andoptimistic.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningBaby BoomersBornbetween1946and1965,numbersapproximately77million.InfluencedbyVietnamWarandcareerismthatfollowed.Lucrativesegment.Example:Boomersover50will

24、have$1trillionindisposableincome.Diversesegmentthatgenerallytendstovaluehealthandqualityoflife.Seniors36millionAmericansaremorethan65yearsold.Headsofhouseholdsmorethan55yearsoldcontrolaboutthree-quartersofthecountrystotalassets.Accountfor40percentofnew-carsalesandmostofthetraveldollars.CHAPTER 9 Mar

25、keting Segmentation,Targeting,and PositioningSEGMENTING BY ETHNIC GROUPThreefastest-growingethnicgroupsinU.S.areHispanics,AfricanAmericansandAsianAmericans.Hispanics and African AmericansArethelargestethnic/minoritygroupsintheUnitedStates.HispanicpopulationgrowingmorequicklythanAfricanAmerican.Hispa

26、nicsdisposableincomeisrapidlyincreasing.AfricanAmericansmakemorethan$1trillioninpurchaseseachyear.HispanicsandAfricanAmericansarenothomogenousgroups,andmarketersmustreachdifferentsegments.Example:TVOneserves30millionAfricanAmericanhouseholds.CHAPTER 9 Marketing Segmentation,Targeting,and Positioning

27、Asian AmericansSecond-fastestgrowingsegmentoftheU.S.population.Expectedtogrowto23millionby2020.Concentratedinfewergeographicareasthanotherethnicgroups.Verydiversegroupthatrepresentsmorethan15cultures.Native AmericansCurrentlynumbersroughly2.8million,andanadditional11millionAmericansclaimsomeheritage

28、orancestry.Populationgrowingatdoubletherateofthenationalpopulation.NativeAmericanbusinesseshaverevenueof$34billionannually.Rez Bizencouragesentrepreneurshipandeconomicdevelopment.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningPEOPLE OF MIXED RACETheabilitytoselectmorethanoneracialcategory

29、oncensusformshasbeenrecentlyintroduced.Makesstatisticsmoreaccuratebutcomparingthenewstatisticswithpastdatacanbedifficult.SEGMENTING BY FAMILY LIFE CYCLE STAGESFamilylifecycletheprocessoffamilyformationanddissolution.Lifestage,notage,isprimaryconcernofmarketer.Example:Youngchildlesscouplesmayspendmor

30、eonentertainment,whilecoupleswithyoungayoungchildmaybuycribs,childrensclothing,andotherchildrensitems.Emptynestersmayhavehigherdisposableincomesthanpreviouslyandspendmoreonluxuryitems.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningSEGMENTING BY HOUSEHOLD TYPEAveragehouseholdsizeinU.S.hasd

31、ecreasedfrom5.8in1790tolessthanthreetoday.Householdsvarybylifestageandthepresenceorabsenceofchildren.Growingnumberofsame-sexcoupleswhosharehouseholds.22percentofgaycouplesand34percentoflesbiancouplesareraisingchildren.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningSEGMENTING BY INCOME AND

32、 EXPENDITURE PATTERNSEngels LawsAshouseholdincomeincreases:Asmallerpercentageofexpendituresgoesforfood.Thepercentagespentonhousing,householdoperations,andclothingremainsconstant.Thepercentagespentonotheritems(suchasrecreationandeducation)increases.Helpsmarketerstargetconsumersatallincomelevels.CHAPT

33、ER 9 Marketing Segmentation,Targeting,and PositioningDEMOGRAPHIC SEGMENTATION ABROADDemographicdatacanbemoredifficulttogetthanintheU.S.GovernmentcensusdatamayincludedifferentinformationthanU.S.census.Canadaincludesreligiousaffiliation,whichU.S.censusdoesnot.GreatBritain,Japan,andothercountriesdonotc

34、ollectincomedata.InternationalProgramsCenterprovidessomeinternationaldemographicdata,asdoestheUnitedNations.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningPSYCHOGRAPHIC SEGMENTATIONWHAT IS PSYCHOGRAPHIC SEGMENTATION?Psychographic segmentation Divisionofapopulationintogroupsthathavesimilar

35、psychologicalcharacteristics,values,andlifestyles.Commonresearchmethodisalarge-scalesurveyaskingforagreementordisagreementwithstatementsaboutactivities,interests,andopinions.VALSTMApsychographicsegmentationsystemdeveloped25yearsagoandtodayownedandmanagedbySRIConsultingBusinessIntelligence.Basedoncon

36、ceptsofresourcesandmotivation.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningCHAPTER 9 Marketing Segmentation,Targeting,and PositioningPSYCHOGRAPHIC SEGMENTATION OF GLOBAL MARKETSRoperASWidentifiedsixpsychographicconsumersegmentsthatexistin35countriesstudied.Striversvalueprofessionalandma

37、terialgoalsmorethantheothergroups.Devoutsvaluedutyandtradition.Altruistsemphasizesocialissuesandsocietalwell-being.Intimatesvaluefamilyandpersonalrelationships.Funseekersfocusonpersonalenjoymentandpleasurableexperiences.Creativesseekeducation,technology,andknowledge.CHAPTER 9 Marketing Segmentation,

38、Targeting,and PositioningUSING PSYCHOGRAPHIC SEGMENTATIONCanhelpmarketersmoreeffectivelycreategoodsandservicesforatargetmarket.Identifyingwhichpsychographicsegmentsaremostprevalentincertainmarketshelpsmarketersplanandpromotemoreeffectively.Generallyactsasagoodsupplementtogeographicanddemographicsegm

39、enting.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningPRODUCT-RELATED SEGMENTATIONProduct-related segmentation Divisionofapopulationintohomogeneousgroupsbasedontheirrelationshipstotheproduct.SEGMENTING BY BENEFITS SOUGHTFocusesonthebenefitspeopleexpectfromusingtheproduct.Example:Starbucks

40、customerswasmorethancoffee;theywantapleasantexperiencethatmakesthemfeelappreciated.SEGMENTING BY USAGE RATES80/20principlelargepercentageofrevenuecomesfromasmall,loyalpercentageofcustomers.Marketersmaytargetheavy,moderate,lightusersornonusers.CHAPTER 9 Marketing Segmentation,Targeting,and Positionin

41、gSEGMENTING BY BRAND LOYALTYGroupingcustomersaccordingtothestrengthoftheirproductloyalty.Example:Frequentpurchaserprograms.Customersdeveloployaltyforavarietyofreasons.USING MULTIPLE SEGMENTATION BASESFlexibilityhelpsmarketersincreasetheiraccuracyinreachingtherightmarkets.Goalisgettingtoknowpotential

42、customersbetterandsatisfyingtheirneedswithappropriategoodsandservices.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningTHE MARKET SEGMENTATION PROCESSDEVELOP A RELEVANT PROFILE FOR EACH SEGMENTIn-depthanalysisthathelpsmanagersaccuratelymatchbuyersneedswiththefirmsofferings.FORECAST MARKET P

43、OTENTIALSetsupperlimitonpotentialdemandandmaximumsalespotential.FORECAST PROBABLE MARKET SHAREComesfromanalysisofcompetitorsmarketpositionanddevelopmentofmarketingstrategy.SELECT SPECIFIC MARKET SEGMENTSUsedemandforecastsandcostprojectionstodeterminereturnoninvestmentfromeachsegment.Assessesnonfinan

44、cialfactorssuchasfirmsabilitytolaunchproduct.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningSTRATEGIES FOR REACHING TARGET MARKETSUNDIFFERENTIATED MARKETINGUndifferentiated marketing Strategythatfocusesonproducingasingleproductandmarketingittoallcustomers;alsocalledmass marketing.Morecomm

45、oninthepastthantoday.DIFFERENTIATED MARKETINGDifferentiated marketing Strategythatfocusesonproducingseveralproductsandpricing,promoting,anddistributingthemwithdifferentmarketingmixesdesignedtosatisfysmallersegments.Generallyraisesproductionandpromotioncostsbutalsocanincreasesatisfactionamongindividu

46、alsegments,leadingtohigheroverallsales.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningCONCENTRATED MARKETINGConcentrated marketing Focusingmarketingeffortsonsatisfyingasinglemarketsegment;alsocalledniche marketing.Approachcanappealtosmallfirmsortofirmsthatofferhighlyspecializedgoodsandser

47、vices.Example:PeanutButter&Co.,whichappealstopeanutbutterlovers.Canbackfireifcompetitorstargetthesamenicheorifmarketdecreases.MICROMARKETINGMicromarketing Targetingpotentialcustomersatverynarrow,basiclevels,suchasbyZIPcode,specificoccupation,orlifestylepossiblyevenindividualsthemselves.Internetmakes

48、micromarketingmoreeffective.Firmscansufferifmarketistoosmalltobeprofitable.CHAPTER 9 Marketing Segmentation,Targeting,and PositioningSELECTING AND EXECUTING A STRATEGYBasicdeterminantsofmarketingstrategy:Companyresources.Producthomogeneity.Stageintheproductlifestyle.Competitorsstrategies.Positioning Placingaproductatacertainpointorlocationwithinamarketinthemindsofprospectivebuyers.Distinguishesfirmsofferingsfromitscompetitors.Maydevelopapositioningmapandrepositionproductasnecessary.CHAPTER 9 Marketing Segmentation,Targeting,and Positioning