06 STP 市场营销课件.pptVIP

Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Chapter 6 Eg.PG The original of segmentation 20cn50’s Wendell R. Smith. Development: Mass Marketing Product Varity Marketing Target Marketing Why dose the corporate use segmentation? Market Segmentation Geographic: World region or country Region of country City or metro size Density or climate Market Segmentation Demographic: Age, gender, family size, family life-cycle, income, occupation, education, religion, race, generation etc. The most popular bases for segmenting customer groups. Easier to measure than most other types of variables. Market Segmentation Age and Life-Cycle Stage Example: PG has different toothpastes for different age groups. Avoid stereotypes in promotions Promote positive messages Market Segmentation Gender----has long been used in clothing, cosmetics and magazines. Women make 90% of home improvement decisions. Women influence 80% of all household consumer purchases. Market Segmentation Income---such as automobiles, clothing, cosmetics financial services, and travel have long used Identifies and targets the affluent for luxury goods. People with low annual incomes can be a lucrative market. Some manufacturers have different grades of products for different markets. Market Segmentation Psychographic Social class Lifestyle Personality Market Segmentation Behavioral---behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or response to a product. Occasions: Special promotions and labels for holidays. Special products for special occasions. Market Segmentation Behavioral Benefits Sought: Different segments desire different benefits from products. Market Segmentation Behavioral User Status: Nonusers, ex-users, potential users, first-time users, regular users Usage Rate: Light, medium, heavy Loyalty Status: Brands, stores, companies Market Segmentation Best to use multiple approaches in order to