市场营销学 第三版 第五章 消费者市场细分 英文版.ppt

Consumer segmentation criteria 1、Benefits sought 2、Purchase behaviour 3、Usage 4、Lifestyle 5、Age 6、Soucial class 7、Geography Benefits sought For example, a basic product like toothpaste can confer a variety of benefits, ranging from decay prevention to fresh breath, and great taste to white teeth. Purchase behaviour Usage for example, a large number of consumer of toy is children, the consumer of cosmetic is women,the consumer of beer is man. Lifestyle segmentation Describes the way in which many advertising agencies attempt to relate brands to a particular lifestyle Age Age is a factor that has been used in the segmentation of a host of consumer markets. Social class Various income Different purchasing behavior Geography Geodemographics P114 Market segmentation, targeting and Positioning 市场细分, 目标市场选择与定位 Market segmentation: is defined as “the identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy” Objective: identify groups of customers with similar requirements so that they can be served effectively, while being of a sufficient size for the product or service to be supplied efficiently. Why First, enhance profits Second, examine growth opportunities and expand their product lines Segmenting customer markets criteria Psychographic 心理细分 Behavioural 行为细分 Profile variables 基本细分 fresh breath cheap and fine Great taste Benefit segmentation provides an understanding of why people buy in a market, and can aid the identification of opportunities. 洁齿 White teeth 无固定 偏好者 动摇的 忠诚者 喜新 厌旧者 坚定的 忠诚者 The degree of brand loyalty in a market is a useful basis for segmenting customers. Consumers can by loyal to brands, stores, and companies. According to their degree of loyalty, the buyers can be divided into several groups: completely loyal, somewhat loyal, or shoeing no loyalty to any bread. Companies should be careful when using