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Part Three:
Market Segmentation
Targeting & Psitioning
( Chapter8)
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Market segmentation
1. Identify bases for
segmenting the
market .
2. Develop profiles of
resulting segments .
Market segmentation
1. Identify bases for
segmenting the
market .
2. Develop profiles of
resulting segments .
Market targeting
3.Develop measures of
segment attractiveness.
4.Select the target
segment(s).
Market targeting
3.Develop measures of
segment attractiveness.
4.Select the target
segment(s).
Market positioning
5. Develop positioning
for each target segment.
6.Develop marketing
mix for each target
segment.
Market positioning
5. Develop positioning
for each target segment.
6.Develop marketing
mix for each target
segment.
STP Strategies (P.239)
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Major Segmentation Variables for
Consumer Markets (P.240)
•
Geographic
Region
Country size
City size
Density
Climate
Geographic
Region
Country size
City size
Density
Climate
Demographic
Age Gender
Life cycle
Family size
Income
Occupation
Education
…….
Demographic
Age Gender
Life cycle
Family size
Income
Occupation
Education
…….
Psychographic
Social class
Lifestyle
Personality
Psychographic
Social class
Lifestyle
Personality
Behavioral
Purchase occasion
Benefits sought
User status
Usage rate
Loyalty status
Behavioral
Purchase occasion
Benefits sought
User status
Usage rate
Loyalty status
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Major Segmentation Variables for
Business Markets (P.249)
•
Demographic
Industry
Company size
Location
Demographic
Industry
Company size
Location
Operating variables
Technology
User/nonuser status
Customer capabilities
Operating variables
Technology
User/nonuser status
Customer capabilities
Purchasing approaches
Purchasing function
organization.
Power structure.
Nature of existing
relationships.
General purchase
policies.
Purchasing criteria.
Purchasing approaches
Purchasing function
organization.
Power structure.
Nature of existing
relationships.
General purchase
policies.
Purchasing criteria.
Situational factors
Urgency
Specific application
Size of order.
Situational factors
Urgency
Specific application
Size of order.
Personal characteristics
Buyer-seller similarity
Attitudes toward risk
Loyalty.
Personal characteristics
Buyer-seller similarity
Attitudes toward risk
Loyalty.
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•The characteristics of market segments:
(P.250)
•Measurable; ( 可可可可 )
•Accessible; ( 可可可可 )
•Substantial; ( 可可可可 )
•Differentiable; ( 可可可可可
•Actionable. ( 可可可可 )