营销细分瞄准定位竞争优势.ppt

* Market Segmentation This CTR relates to the material on pp. 299-311. Bases for Segmenting Markets Geographic Segmentation. Geographic segmentation divides the market into different geographic units based upon physical proximity. While location determines how geographic segmentation is done, it is also true that many consumer products have attribute differences associated with regional tastes. Demographic Segmentation. Dividing the market into groups based upon variables such as sex, age, family size, family life cycle, income, education, occupation, religious affiliation, or nationality are all demographic segmentations. Consumer needs often vary with demographic variables. Demographic information is also relatively easy to measure. Age and life-cycle stage, sex, and income are three major demographic bases for segmentation. Psychographic Segmentation. Psychographic Segmentation divides the market into groups based on social class, life style, or personality characteristics. Psychographic segmentation cuts across demographic differences. Social class preferences reflect values and preferences that remain constant even as income increases. Life style describes helps group markets around ideas such as health, youthful, or environmentally conscious. Personalities may transcend other differences in markets and may be transferred to products themselves. Behavioural (Response) Segmentation. Behavioural Segmentation divides markets into groups based on their knowledge, attitudes, uses, or responses to a product. Types of of behavioural segmentation are based upon occasions, benefits sought, user status, usage rates, loyalty, buyer readiness stage, and attitude. * Geodemographics This CTR combines text and extra-textual information and relates to material on pp. 299-304. Geodemographics Geodemographics combine demographic, geographic, psychographic, and behaviouristic segmentation variables to identify markets for products much more narrowly than other segme