中山大学吴柏林教授 “广告策划与策略”绝密资料_CHAP08.ppt

Chapter 8 Objectives Identify how and why segmentation is applied to consumer and business markets. Explain how a company can use mass customization to effectively meet the needs of individual customers. List and discuss targeting strategies that a company can use to select and enter the most attractive market segments. Using Market Segmentation What is the difference between market segmentation and mass marketing? Which approach is used more today? What is an argument for mass marketing? What is an argument against it? Levels of Market Segmentation Segment marketing Large identifiable group Flexible market offerings Allows a firm to fine-tune products and services Niche marketing Small market whose needs are not being well served Internet is attracting niche marketers Levels of Market Segmentation Local marketing Companies adjust to local consumers Drives up costs by reducing economies of scale Individual marketing Business-to-business marketing Mass customization Patterns of Market Segmentation Market-Segmentation Procedure Survey Motivations Attitudes Behavior Bases for Segmenting Consumer Markets Explain how each factor affects a company’s marketing strategy. Bases for Segmenting Business Markets Demographic Operating variables Purchasing approaches Situational factors Personal characteristics Business Buyers Explain characteristics of each of the following types of business buyers: Programmed buyers Relationship buyers Transaction buyers Bargain hunters Effective Segmentation Selecting and Entering Market Segments Selecting and Entering Market Segments Do You Know These Terms? Define the following terms relating to target marketing: Countersegmentation Supersegment Megamarketing Ethical choice of market targets To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall 8.* Quick Quiz Ice cream buyers are asked how much they value sweetness and creaminess as product attributes. (a) Homogeneous preferences Sweetness Creaminess (b) Diffused p