国际营销专业英语课件江春 ISBN9787810787369 PPTUnit 5 Making Market Segmentation Work.pptVIP

Unit Five Making Market Segmentation Work Learning Outline Approaches to segmentation Customer segmentation Psychographic segmentation Segmentation according to motivations and uses Approaches to segmentation Customer segmentation Customer segmentation - Needs-based cluster analysis - Database mining - The Internet-driven myth of the “segment of one” These approaches rarely work. Customer segmentation (cont’d) Slight variations exist in each and every segment e.g. people become less and less definable as types. People become more individualistic and less and less definable as types Psychographic segmentation Widely accepted approach such as VALS Values, Attitudes, Lifestyles The problem worsens with time Customers don’t behave and consume under our stereotypical forecasts The Fear of Missing out (FoMO) Eclectic consumer is motivated by the ear of missing out. over 70% -- motivated about 30% -- highly motivated They become frenzied by the abundance of opportunities and do not want to miss anything. Segmentation according to motivations and uses Uses: - psychological uses such as mood control, self-esteem enhancement, fantasy support - social uses such as signaling other things like group affiliation, specific atmospheres… A “segment” is now a group of “purchases/consumptions” Segmentation according to motivations and uses (cont’d) We analyze consumer behavior, identify the various contexts of product consumptions and different motivations The new relevant segments could consist of certain moods, social situations, all according to what is relevant to that specific product category. Summary Our marketing activities should be aimed towards a context of purchasing/ consumption plus a certain motivation, and not towards groups of consumers. Segmentation according to motivations and uses Now Psychographic segmentation The 70’s Customer segmentation The late 1960s Traditional approaches Time