1. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–1 UNIT 4 TARGET MARKET

2. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–2 1.Explain what market segmentation is. 2.Understand what target market means. 3. Describe the process of finding target market. 4.Understand positioning. AFTER LEARNING THIS UNIT YOU SHOULD BE ABLE TO:

3. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–3 I. What Is Market Segmentation? How many kinds of toothpaste can you list under the brand Crest? Eliciting question:

4. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–4 Connecting to the Internet Why are these different kinds of toothpaste developed?

5. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–5 Slide 9-7

6. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–6

7. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–7

8. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–8

9. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–9

10. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–10 Welcome to our presentation Segmentation Questions: 1. What is a market? 2. Why do we need to segment a market? 3. How to segment a market?

11. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–11 Market A market is formed by a group people with needs and wants. Their needs and wants are different. It is rarely possible to satisfy all customers by treating them alike.

12. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–12 Segmentation So the effective and efficient way of satisfying customers is to divide a market into subsets of people then satisfy them separately. This process is called segmentation.

13. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–13 How to segment? We can group people by their demographic features. We can group people by their different needs. We can group people by their different buying behaviors.

14. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–14 Targeting Targeting is a process of choosing the right segments to serve. The segment(s) you choose to serve is/are your Target Market(s)

15. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–15 By reading the third paragraph of Reading 2 of this unit, answer the following question: What to consider when choosing the segment(s) to serve?

16. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–16 Positioning Positioning is concerned with the perception customers hold regarding a product or a company

17. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–17 Positioning What kind of image do you want to create in the mind of your customers about your product? This image must be special so that your customers can easily differentiate your product from your competitors’.

18. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–18 The process of creating this special image is called positioning.

19. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (4)–19 Key Points of This Unit Segmentation is dividing a market into several parts. Targeting is choosing the part (s) to serve. Positioning is creating a special image of a product in the mind of customers.