market segmentation, market targeting, and

Copyright 2007, Prentice-Hall Inc. 6-2

§ Define the three steps of target marketing: market segmentation, market targeting, and market positioning.

§ List and discuss the major bases for segmenting consumer and business markets.

§ Explain how companies identify attractive market segments and choose a target marketing strategy.

§ Discuss how companies position their products for maximum competitive advantage in the marketplace.

Roadmap: Previewing the Concepts


Figure 6-1Steps in Segmentation, Targeting,

and Positioning


Market Segmentation(市场细分)

§ Geographic, demographic, psychographic, and behavioral variables are used in segmentation. § There is no single way to segment a

market.§ Often best to combine more than one

variable（变量） in order to identify smaller, better-defined target groups.


Geographic（地理） Variables

§ Geographic segmentation divides a market into different geographic units.§ Variables and breakdowns include:

– World Region or Country: (世界区域)– Country Region（国家区域）: – City or Metro Size: （城市规模）

– Density: （密度）

– Climate: （气候）northern, southern


Demographic（人口） Variables

§ Differences in age, gender, family size, family life cycle, income, occupation（职业）, education, race, and religion（宗教） can be used to segment markets.– Frequently（经常地） used in

segmentation.– Easier to measure than most other types

of variables.


Demographic Targeting by Age

Crest targets adults（成人） with the ad and product on the left, and children with the ad and product on right.

Marketing in Action


Psychographic（心理） Variables

People in the same demographic classification often have very different lifestyles.


Behavioral Variables

§ Segmentation by Occasion（时机）

– Special promotions & labels for holidays.

– Special products for special occasions.

§ Benefits（利益） Sought– 质量、服务、经济、便利和速度

§ User Status（使用者状态） – Nonusers, ex-users,

potential users, first-time users, regular users.

§ Usage Rate – Light, medium,

heavy.§ Loyalty（忠诚度）

Status


Let’s Talk!

Nestle has implemented an occasion segmentation strategy during the Christmas season by marketing special flavors of Coffeemate that complement the holidays.

What other brands COULD develop their own special products or packaging for holidays or other occasions?


Segmenting International Markets

§ Factors used:– Geographic （地理）location– Economic factors（经济）

– Political and legal factors（政治和法律）

– Cultural factors（文化）

§ Intermarket segmentation（跨国市场细分）:– Segments of consumers who have similar needs

and buying behavior even though they are located in different countries.


Marketing in Action

Intermarket Segmentation

Teens show surprising similarity no matter where in the world they live. For instance, this teen could live almost anywhere. Thus, many companies target teenagers with worldwide marketing campaigns.

（e.g.可口可乐，）


Requirements for Effective Segmentation

§ Measurable（可衡量性）

§ Accessible（易接触性）

§ Substantial（可持续性，细分市场足够大）

§ Differentiable（可区分性）

§ Actionable（可执行性）


§ Segment Size and Growth– Analyze current segment sales, growth rates, and

expected profitability.§ Segment Structural Attractiveness（细分市场结构

性吸引力）– Consider competition（竞争）, existence of substitute

products（替代品）, and the power of buyers & suppliers.§ Company Objectives and Resources

– Examine company skills & resources needed to succeed in that segment.

– Offer superior value & gain advantages over competitors.

Evaluating Market Segments（评估细分市场）


Figure 6-2Target Marketing Strategies

（目标市场选择战略）


§ Undifferentiated (mass) marketing（无差异营销/大众营销）

– Ignores segmentation opportunities§ Such products rarely succeed for long in the

marketplace.

§ Differentiated (segmented) marketing(差异化/细分营销)– Targets several segments and designs separate

offers for each.§ Coca-Cola, Procter & Gamble (soaps and detergents),

and Toyota are a few examples.

Target Marketing Strategies


Target Marketing Strategies

§ Concentrated (niche) marketing（集中营销/利基营销）

– Targets one or a couple small segments

– Niches have very specialized interests

e.g. Tierack, virgin


Marketing in Action

Small businesses can reap large returns from niche marketing. This profitable Web site offers access to artistic （艺术的）e-cards on a subscription(订阅) basis.

Concentrated Marketing

www.jacquielawson.com/


§ Tailoring products and marketing programs to suit the tastes of specific individuals and locations.– Local Marketing（地区营销）: Tailoring

brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, specific stores.

– Individual Marketing（个性化营销）: Tailoring products and marketing programs to the needs and preferences of individual customers.

Micromarketing


Choosing a Targeting Strategy

§ Factors to consider:– Company resources– Product variability（钢铁，汽车）

– Product’s life-cycle stage（引入，成熟。。。）

– Market variability– Competitors’

marketing strategies


§ A product’s position is the way the product is defined by consumers on important attributes, or as the place the product occupies in consumers’ minds relative to competing products.（产品定位就是以消费者对重要属性的感知-相对于竞争品而言本产品在消费者心目中的位置-来定义产品的做法。）– Perceptual position maps can help define

a brand’s position relative to competitors.

Product Positioning（产品定位）


日产本田飞度—经济节约

梅赛德斯和凯迪拉克—豪华

保时捷和宝马—性能

沃尔沃—安全


Positioning - STP

Mr. Christian LangbergJoint Programme Rizhao Polytechnic and Niels Brock Copenhagen Business College 2008 23

Perceptual mapping visualizes positioning


Marketing in Action

eBay’s positioning is simple: No matter what “it” is, you can find “it” on eBay!

The “it” print and TV ads reflect different types and categories of goods, reinforcing this position.

Positioning

www.ebay.com


Figure 6-3Positioning Map: Large Luxury SUVs


§ Identify a set of possible competitive advantages（竞争优势） on which to build a position. 差异化竞争优势

§ Choose the right competitive advantages. 选择适当的竞争优势

§ Select an overall positioning strategy.挑选整体定位战略

Choosing a Positioning Strategy（选择差异化和定位策略）


§ Key to winning target customers is to understand their needs better than competitors do and to deliver more value.§ Competitive advantage（竞争优势） –

extent to which a company can position itself as providing superior value.– Achieved via differentiation.

Identifying Possible Competitive Advantages（识别竞争优势）


Sources of Competitive Advantages

§ Differentiation can be achieved by means of:– Products– Services – Image– People

Which form of differentiation is promoted in the ad at right?


§ Underpositioning:– Failing to really position the company at

all.§ Overpositioning:

– Giving buyers too narrow a picture of the company.

§ Confused Positioning:– Leaving buyers with a confused image of

a company.

Positioning Errors


Choosing the Right Competitive Advantages

§ Not all brand differences are meaningful and worthwhile, nor do all differences make a good differentiator.

§ Each difference has the potential to create company COSTS as well as consumer value.

§ The best competitive advantages are those that meet seven key criteria.– Important重要

– Distinctive独特

– Superior优异

– Communicable可交流

– Preemptive排他性

– Affordable可承担

– Profitable可盈利


Value proposition

The full positioning of a brand-the full mix of benefits upon which it is positioned.(价值主张指对品牌的充分定位。

)沃尔沃的价值主张主要是安全，但也包括了可靠、宽敞和优良的款式，所有的这些特征都支撑了它的价格—虽然高于一般水平，但由于具备这些利益组合而显得相当合理。


Figure 6-4Possible Value Propositions（价值主张）


Marketing in Action

To (target segment and need) our (brand) is a (concept) that (point-of-difference).

对（目标细分市场和需要）而言，我们的（品牌）意味着（概念），其不同点是（差异点）。

Positioning Statements


“To busy mobile professionals who need to always be in the loop, Blackberry is a wireless connectivity solution that allows you to stay connected to data, people, and resources while on the go, more easily and reliably than the competing technologies.”

对那些总是需要在社交圈内忙碌奔走的专业人士而言，黑莓手机就是一种无线连接的解决方案，他的特点是使你更便捷、更可靠地与数据、人和资源保持联系。


§ Company must take strong steps to deliver and communicate the desired position to target consumers.§ The marketing mix efforts must

support the positioning strategy.§ Must monitor and adapt the position

over time to match changes in consumer needs and competitors’ strategies.

Communicating and Delivering the Chosen Position


Task: 以小组为单位，实地考察丹麦Bestseller集团旗下Only,Vero Moda, Jack Jones, Selected四个品牌在日照银座商城的专柜，观察这四个品牌的产品，目标消费群体及他们的消费行为。分析该公司是如何进行市场细分的，采用何种目标营销策略，每个品牌的市场定位是怎样的。

market segmentation, market targeting, and

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