英国大学市场营销讲义Lect3-4(2个文件)英文版Lect3_presentation幻灯片.pptVIP

Lecture 3: Market Segmentation, Targeting and Positioning  Lecture Objectives Segmentation - what/why/how? Target market strategies Positioning and re-positioning strategies 2 The advantages of market segmentation Opportunities and threats Target market selection Market segmentation Tailored marketing mix Differentiation 3 c1 c5 c7 c2 c6 c3 c4 c8 The process of market segmentation and target marketing c1 c5 c7 c2 c6 c3 c4 c8 c1 c5 c7 c2 c6 c3 c4 c8 The disaggregated market The segmented market The target market The characteristics of individual customers are understood Customers are grouped into segments on the basis of having similar characteristics Segment 3 is judged to be most attractive and a marketing mix strategy is designed for that target market 1 2 3 1 2 3 Marketing mix targeted at segment 3 4 Segmenting consumer markets Consumer segmentation Behavioural Benefits sought Purchase occasion Purchase behaviour Usage Perceptions and beliefs Lifestyle Personality Demographic Socio-economic Geographic Psychographic Profile 5 Claritas Lifestyle data helps to segment and target markets. 7 Segmenting organizational markets Organizational segmentation Microsegmentation Decision-making process Buy class Purchasing organization Organizational innovativeness Organizational size Industry Geographic location Macrosegmentation Decision-making unit structure Choice 9 Target marketing strategies Undifferentiated marketing Marketing mix Whole market Example of Undifferentiated Strategy Example Post Office Product Price Promotion Distribution Everybody ORGANISATION MARKETING MIX TARGET MARKET 10 11 Target marketing strategies Differentiated marketing Marketing mix 1 Segment 1 Segment 2 Segment 3 Marketing mix 2 Marketing mix 3 Utilitarian Customer Trendy- Casual Price shopper Mainstream Tradition- alist LEVI’s Marketing Mix 1 Marketing Mix 2 Marketing Mix 3 Marketing Mix 4 Marketing Mix 5 Example of Differentiated Strategy 12 13 Target marketing strategies