市场细分与定位营销培训.ppt

* Summary Overview Geographic dimensions are often used for segmentation. There may be different languages or laws in different countries – or a business may only be located in a certain geography. Key Issues Region of the world or country – for example, North America versus Europe, or New Zealand versus Japan. Region in a country – for example in the United States, the Rocky Mountain Region, Southeast, or Northeast may provide a basis for segmentation. The size of a city may also be useful for segmentation. : : This slide relates to material in Exhibit 3-8 on p. 71. : Indicates place where slide “builds” to include the corresponding point. * Summary Overview In addition to behavioral and geographic dimensions, there are also demographic segmentation dimensions. Key Issues Income provides one basis – a marketing mix may appeal most to families with a particular income. Gender and age provide another demographic base of segmentation. Family size or family life cycle stage. Family life cycle stages include young singles, young married with no children, families with young children, divorced, empty nesters, or seniors. Occupation and education can also be used for segmentation. Finally, social class – lower, middle or upper And ethnicity – for example: Hispanic, Asian, Native American, white, or multiracial. Discussion Question: Considering the demographic variables of age and education levels, can you provide examples of products or services that are targeted to college students? This slide relates to material in Exhibit 3-8 on p. 71. : Indicates place where slide “builds” to include the corresponding point. : : : : * This slide relates to material in Exhibit 3-8 on page 71. : Indicates place where slide “builds” to include the corresponding point. : : : : : Summary Overview Segmenting dimensions guide marketing mix planning. Market segmentation forces marketing managers to decide which product-market dimensions might be useful for planning marketing st