Part Three:
Market Segmentation
Targeting & Psitioning
( Chapter8)
1
STP Strategies (P.239)
Market positioning
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).
5. Develop positioning
for each target segment.
6.Develop marketing
mix for each target
segment.
2
Major Segmentation Variables for
Consumer Markets (P.240)
•
Geographic
Demographic
Psychographic
Behavioral
Region
Country size
City size
Density
Climate
Age Gender
Life cycle
Family size
Income
Occupation
Education
…….
Social class
Lifestyle
Personality
Purchase occasion
Benefits sought
User status
Usage rate
Loyalty status
3
Major Segmentation Variables for
Business Markets (P.249)
Demographic
•Industry
Company size
Location
Operating variables
Technology
User/nonuser status
Customer capabilities
Purchasing approaches
Purchasing function
organization.
Situational factors
Power structure.
Urgency
Nature of existing
Specific application
relationships.
Size of order.
General purchase
policies.
Personal characteristics
Purchasing criteria.
Buyer-seller similarity
Attitudes toward risk
Loyalty.
4
• 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)
5
Target Marketing
• Evaluating Market Segments (P.251)
Segment Size
and Growth
Segment Structural
Attractiveness
Company Objectives
and Resources
Target Markets
6
Target market (P.251)
Target market is a set of buyer sharing
common needs or characteristics that the
company decides to serve.
7
Market Segmentation
Levels of market segmentation (P.252)
Mass
marketing
Segment
marketing
Niche
marketing
Micromarketing
8
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.
9
Selecting Market-coverage strategies
Company
marketing
mix
Market
Undifferentiated Marketing
10
Selecting Market-coverage strategies
Company marketing mix1
Segment1
Company marketing mix2
Segment2
Company marketing mix3
Segment3
Differentiated Marketing
11
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.
12
Selecting Market-coverage strategies
Segment1
Company
marketing
mix
Segment2
Segment3
• Concentrated marketing
13
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.
14
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.
15
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。
16
Choosing a positioning strategy (P.270)
Identifying
possible
Competitive
Advantage
Choosing
the right
competitive
Advantage
Selecting an
Overall
Position
Strategy
17
Competitive advantages
Product
Differentiation
Services
Differentiation
Personnel
Differentiation
Channel
Differentiation
Image
Differentiation
18
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）
19
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.
20
Possible value propositions（P.263）
Price
More
Benefits
The same
Less
More
The same
More
for
more
More
for the
same
Less
More
for
less
The same
for
less
Less for
much
less
21
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)
22
Communicating & delivering the chosen position
(P.267)
Communicating
Company
Chosen position
Product, Price, Place, Promotion
Target
customer
Delivering
23