Market SegmentationTargeting & Psitioning docx

6.Develop marketing mix for each target segment.. 6.Develop marketing mix for each target segment... Mass Undifferentiated marketing （无差异异异） A market-coverage strategy in which a firm d

Part Three:

Market Segmentation Targeting & Psitioning

( Chapter8)

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

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

Major Segmentation Variables for

Power structure.

Nature of existing relationships.

General purchase policies.

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

Personal characteristics

Company Objectives and Resources

Target Markets

Niche marketing marketingMicro-

marketing

Mass (Undifferentiated) marketing （无差异异异）

A market-coverage strategy in which a firm decides to ignore market segment differences and

go after the whole market with one offer

Segment (Differentiated) marketing （ 差异异异）

A market-coverage strategy in which a firm decides to target several market segments and

designs separate offers for each

Selecting Market-coverage strategies

Company marketing

mix

Company marketing

Selecting Market-coverage strategies

Differentiated Marketing

Company marketing mix1

Company marketing mix2

Company marketing mix3

Segment1

Segment2

Segment3

Concentrated marketing （集中异异）

A market-coverage strategy in which a firm goes after a large share of one or a few market segments

Niche marketing （异隙异异）

Focusing on sub-segments or niches with distinctive traits that may seek a special

combination of benefits

Company marketing

mix

Segment1

Segment2

Segment3

Micro-marketing ( 精异异异）

The practice of tailoring products and

marketing programs to suit the the tastes of

specific individual and locations.(includes local marketing & individual marketing)

Individual-marketing ( 定制异异）

Tailoring products and marketing programs to

Market Positioning

• Product position (P.259)

The way the product is defined by consumers

on important attributes ——the place the product occupies in consumers’ minds relative to

competing products 。

Choosing the right competitive Advantage

Selecting an Overall Position Strategy

Selecting an Overall Position Strategy

Identifying

possible

Competitive

Advantage

Services Differentiation

Personnel Differentiation

Personnel Differentiation

Image Differentiation

Image Differentiation

Channel Differentiation

Channel Differentiation

Choosing the right competitive advantages

How many differences to promote ?

Which differences to promote?

Important( 重要） Distinctive （特色） Superior( 测先）

Communicable( 测通） Preemptive( 测有）

Affordable( 可测） Profitable( 有利）

Which differences to promote?

Important( 重要） Distinctive （特色） Superior( 测先）

Communicable( 测通） Preemptive( 测有）

Affordable( 可测） Profitable( 有利）

More for more

More for the same

More for less

The same for less

Less for much less

Product, Price, Place, Promotion

Communicating

Delivering