营销原理（科特勒）.ppt

Chapter 7 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Learning Goals Understand the three steps of target marketing, market segmentation, target marketing, and market positioning Explore the major bases for segmenting consumer and business marketing strategy Explain how companies identify attractive market segments and choose target marketing strategy Discuss how companies position their products for maximum competitive advantage in the marketplace Case StudyProcter Gamble Sells multiple brands within the same product category for a variety of products Brands feature a different mix of benefits and appeal to different segments Has also identified different niches within certain segments Product modifications are useful; Tide offers seven different product formulations to serve different niches’ needs Learning Goals Understand the three steps of target marketing, market segmentation, target marketing, and market positioning Explore and discuss the major bases for segmenting consumer and business marketing strategy Explain how companies identify attractive market segments and choose target marketing strategy Discuss how companies position their products for maximum competitive advantage in the marketplace Segmentation, Targeting, and PositioningFigure 7.1 Definition Market Segmentation: Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. Learning Goals Understand the three steps of target marketing, market segmentation, target marketing, and market positioning Explore and discuss the major bases for segmenting consumer and business marketing strategy Explain how companies identify attractive market segments and choose target marketing strategy Discuss how companies position their products for maximum competitive advantage in the marketplace Segmenting Consumer Markets Geographical segmentation Demographic segmenta