1. 1 Part Three: Market Segmentation Targeting & Psitioning ( Chapter8)

2. 2 Market segmentation 1. Identify bases for segmenting the market. 2. Develop profiles of resulting segments. Market segmentation 1. Identify bases for segmenting the market. 2. Develop profiles of resulting segments. Market targeting 3.Develop measures of segment attractiveness. 4.Select the target segment(s). Market targeting 3.Develop measures of segment attractiveness. 4.Select the target segment(s). Market positioning 5. Develop positioning for each target segment. 6.Develop marketing mix for each target segment. Market positioning 5. Develop positioning for each target segment. 6.Develop marketing mix for each target segment. STP Strategies (P.239)

3. 3 Major Segmentation Variables for Consumer Markets (P.240) Geographic Region Country size City size Density Climate Geographic Region Country size City size Density Climate Demographic Age Gender Life cycle Family size Income Occupation Education ……. Demographic Age Gender Life cycle Family size Income Occupation Education ……. Psychographic Social class Lifestyle Personality Psychographic Social class Lifestyle Personality Behavioral Purchase occasion Benefits sought User status Usage rate Loyalty status Behavioral Purchase occasion Benefits sought User status Usage rate Loyalty status

4. 4 Major Segmentation Variables for Business Markets (P.249) Demographic Industry Company size Location Demographic Industry Company size Location Operating variables Technology User/nonuser status Customer capabilities Operating variables Technology User/nonuser status Customer capabilities Purchasing approaches Purchasing function organization. Power structure. Nature of existing relationships. General purchase policies. Purchasing criteria. Purchasing approaches Purchasing function organization. Power structure. Nature of existing relationships. General purchase policies. Purchasing criteria. Situational factors Urgency Specific application Size of order. Situational factors Urgency Specific application Size of order. Personal characteristics Buyer-seller similarity Attitudes toward risk Loyalty. Personal characteristics Buyer-seller similarity Attitudes toward risk Loyalty.

5. 5 The characteristics of market segments: (P.250) Measurable; ( 可测定性 ) Accessible; ( 可进入性 ) Substantial; ( 可获利性 ) Differentiable; ( 可区分性） Actionable. ( 可操作性 )

6. 6 Target Marketing Evaluating Market Segments (P.251) Segment Size and Growth Segment Size and Growth Segment Structural Attractiveness Segment Structural Attractiveness Company Objectives and Resources Company Objectives and Resources Target Markets

7. 7 Target market (P.251) Target market is a set of buyer sharing common needs or characteristics that the company decides to serve.

8. 8 Market Segmentation Levels of market segmentation (P.252) Mass marketing Mass marketing Segment marketing Segment marketing Niche marketing Niche marketing Micro- marketing Micro- marketing

9. 9 Mass (Undifferentiated) marketing （无差异营销） A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. Segment (Differentiated) marketing （ 差异营销） A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each.

10. 10 Selecting Market-coverage strategies Undifferentiated Marketing Company marketing mix Company marketing mix Market

11. 11 Selecting Market-coverage strategies Differentiated Marketing Company marketing mix1 Company marketing mix2 Company marketing mix3 Segment1 Segment2 Segment3

12. 12 Concentrated marketing （集中营销） A market-coverage strategy in which a firm goes after a large share of one or a few market segments. Niche marketing （缝隙营销） Focusing on sub-segments or niches with distinctive traits that may seek a special combination of benefits.

13. 13 Selecting Market-coverage strategies Concentrated marketing Company marketing mix Company marketing mix Segment1 Segment2 Segment3

14. 14 Micro-marketing ( 精细营销） The practice of tailoring products and marketing programs to suit the the tastes of specific individual and locations.(includes local marketing & individual marketing). Individual-marketing ( 定制营销） Tailoring products and marketing programs to the needs and preferences of individual customers.

15. 15 The Factors of Choosing a Market-Coverage Strategy (P.257) 1.Company resources; 2.Product variability; 3.Product’s stage in the life cycle 4. Market variability ; 5. Competitors’ marketing strategy.

16. 16 Market Positioning Product position (P.259) The way the product is defined by consumers on important attributes ——the place the product occupies in consumers’ minds relative to competing products 。

17. 17 Choosing a positioning strategy (P.270) Choosing the right competitive Advantage Choosing the right competitive Advantage Selecting an Overall Position Strategy Selecting an Overall Position Strategy Identifying possible Competitive Advantage

18. 18 Competitive advantages Product Differentiation Product Differentiation Services Differentiation Services Differentiation Personnel Differentiation Personnel Differentiation Image Differentiation Image Differentiation Channel Differentiation Channel Differentiation

19. 19 Choosing the right competitive advantages How many differences to promote ? Which differences to promote? Important( 重要） Distinctive （特色） Superior( 领先） Communicable( 沟通） Preemptive( 独有） Affordable( 可购） Profitable( 有利） Which differences to promote? Important( 重要） Distinctive （特色） Superior( 领先） Communicable( 沟通） Preemptive( 独有） Affordable( 可购） Profitable( 有利）

20. 20 Selecting a overall positioning strategy (P.263) Value proposition: The full positioning of a brand — the full mix of benefits upon which it is positioned.

21. 21 Possible value propositions （ P.263 ） More for more More for the same More for less The same for less Less for much less More The same Less Price Benefits

22. 22 Positioning statement (P.265) A statement that summarizes company or brand positioning – it takes this form: To (target segment and need) Our (brand) Is (concept) That (point-of-difference)

23. 23 Communicating & delivering the chosen position (P.267) Company Chosen position Target customer Target customer Product, Price, Place, Promotion Communicating Delivering