Market Segmentation and Targeting(英文版)(ppt 26页)_17
市场营销Ch7 Market Segmentation, Targeting, and Positioning
1.Introduction
Companies today recognize that they cannot appeal to all buyers in the marketplace, or at least not to all buyers in the same way. Most companies are being more choosy about the customers with whom they wish to connect. Most have moved away from mass marketing and toward market segmentation and targeting . Buyers are too numerous, too widely scattered, and too varied in their needs and buying practices. They may difflocations, buying attitudes, and buying practices. Moreover, the companies themselves vary widely in their abilities to serve different segments of the market. sometimes against superior competitors, each company must identify the parts of the market that it can serve best and most profitably.
Market segmentation and targeting — identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each. Instead of scattering their marketing efforts (the "shotgun" approach), firms are focusing on the buyers who have greater interest in the values they create best (the "rifle" approach).
市场细分的英文作文
市场细分的英文作文Market segmentation is the process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors.The purpose of market segmentation is to better understand and meet the needs of specific customer groups, allowing companies to tailor their products, services, and marketing strategies to the unique preferences of each segment.Segmentation can be based on various factors such as demographics, psychographics, behavior, and geography. By identifying and targeting specific segments, companies can improve the effectiveness of their marketing efforts and increase customer satisfaction.For example, a clothing retailer may segment its market based on age, offering different styles and designs to appeal to teenagers, young adults, and older consumers.This allows the company to better meet the diverse fashion preferences of each group.Another example of market segmentation is seen in the automotive industry, where car manufacturers target different segments based on income levels, lifestyle, and preferences for features such as fuel efficiency or luxury.In the hospitality industry, hotels and resorts often segment their market based on traveler types, such as business travelers, families, or luxury seekers, offering tailored services and amenities to meet the specific needs of each group.Market segmentation is a valuable tool for businesses to identify and capitalize on opportunities in the market, allowing them to effectively reach and serve diverse customer groups with precision and relevance.。
国际营销英文课件chapter 7 Market Segmentation
7.2.2 Demographic variables
Gender
Age Income
Stereotyping
Occupation
Education
Household size
Stage of family life cycle
Discussion
Site examples for each of the demographic variables in consumer markets
Risks: raised costs including production costs, inventory costs, promotion costs.
Dividing an overall market into homogeneous groups on the basis of their locations.
Attentions are paid to geographical differences in needs and wants . (localization)
There are three approaches:
Three approaches
Segment by benefits • Functional • Psychological
Segment by usage rates • 80/20 principle • Repeated /regular customers
Rationales for market segmentation
World with 200 counties
6.3 billion people
Human National commonalitydifferences
市场营销(英文版)
Marketing (English Version) In today's fastpaced business world, marketing plays a pivotal role in the success of any organization. It is theart and science of understanding customer needs and creating products or services that satisfy those needs. Effective marketing strategies can differentiate a brand, increase customer loyalty, and drive business growth. Let's delve into the key aspects of marketing and explore how it can benefit your business.Marketing (English Version)The Heart of Business GrowthAt its core, marketing is about building relationships.It's about connecting with your audience in a way that resonates with their values and aspirations. To achieve this, a holistic approach is essential, one that integrates traditional tactics with digital innovation to create a seamless and engaging customer experience.Understanding the Customer JourneySegmentation and TargetingNot all customers are created equal, and effective marketing acknowledges this diversity. Segmenting your audience based on demographics, psychographics, behaviors, or other relevant factors allows you to tailor your message todifferent groups. This targeted approach ensures that your marketing efforts are more relevant and, consequently, more effective.The Power of StorytellingStories are a universal language that can evoke emotions and create lasting memories. In marketing, storytelling is a powerful tool that can humanize your brand and make it more relatable. By crafting narratives that align with yourbrand's values and mission, you can forge a deeper connection with your audience and inspire them to take action.Leveraging Digital ChannelsMeasuring SuccessMarketing is an investment, and like any investment, it needs to be measured for return. Key performance indicators (KPIs) such as conversion rates, customer acquisition costs, and customer lifetime value provide a clear picture of your marketing efforts' effectiveness. By analyzing these metrics, you can refine your strategies, optimize your budget, and ensure that your marketing activities contribute to your business's bottom line.Continuous ImprovementMarketing (English Version)The Art of Persuasion and EngagementThe essence of marketing lies in its ability to persuade and engage. It's not just about selling products; it's about selling an experience, a lifestyle, and a vision. Here's how businesses can harness the full potential of marketing to achieve their goals.Crafting a Compelling Brand IdentityInfluencing Consumer BehaviorUnderstanding the psychology behind consumer behavior is crucial for marketers. By identifying the triggers that lead to purchasing decisions, you can design campaigns that nudge potential customers towards conversion. This involves not only the rational aspects of product features and benefits but also the emotional appeal that can often be the deciding factor in a consumer's choice.The Role of Content MarketingContent marketing is the strategic creation and distribution of valuable, relevant, and consistent content to attract and retain a clearly defined audience. It's about educating your customers, entertaining them, and providing solutions to their problems. From blog posts to videos, infographics to podcasts, highquality content can establish your brand as an authority in your industry and build trust with your audience.Collaborating with InfluencersCustomer Engagement and Retention Ethical Marketing Practices。
市场营销策略外文文献及翻译
市场营销策略外文文献及翻译Marketing StrategyMarket Segmentation and Target StrategyA market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-marketstrategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency.The three alternative strategies for selecting a target market are market aggregation,single segment,and multiplesegment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, acompany still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entailsselecting two or more segments and developing a separate marketing mix to reach segment.Positioning the ProductManagement's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:1.Positioning in Relation to a competitorFor some products,the best position is directly against the competition.This strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intelunched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,"Intel Inside" in their ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match anyclever,effective marketing moves made by its primary competitor.2.Positioning in Relation to a Product Class or AttributeSometimes a company's positioning strategy entails associating its product with or distancing it from a product class or attributes.Some companies try to place their products in a desirable class,such as"Madein the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of their products in the U.S..3.Positioning by Price and QualityCertain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-qualitycontinuum.Discount stores such as Target and Kmart are at theother.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired―and for the most part succeeded in―repositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrowerterms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark isrecognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant canned and frozen vegetable products and Arm&Hammer baking soda are both brand names and brand marks.A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law RevisionAct,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand alsoinfluences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities Sunkist oranges,Morton salt,and Domino sugar,for example .PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.Pricing strategies usually change as a product passes through itslife cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the imum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situations.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented pricing, where the company sellers a product at two or more prices to allow for differences in customers, products, or locations. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about the product's quality or value.In promotional pricing,companies temporarily sell their product bellow list price as a special-event to draw more customers,sometimes even selling below cost.With value pricing, the company offers just the night combination of quality and good service at a fair price. Another approach is geographical pricing, whereby the company decides how to price distant customers, choosing fromalternative as FOB pricing,uniform delivered pricing, zone pricing, basing-point pricing, and freight-absorption pricing. Finally,international pricing means that the company adjusts its price to meet different world markets.Distribution ChannelsMost producers use intermediaries to bring their products to market.They try to forge a distribution channel―a set of interdependent organizations involved in the process of marking a product or service available for use or consumption by the consumers or business user.Why do producers give some of the selling job tointermediaries?After all,doing so means giving up some control over how and to whom the products are sold.The use of intermediaries results from their greater efficiency in marking goods available to targetmarkets.Through their contacts, experience, specialization, and scales of operation,intermediaries usually offer the firm move value than it can achieve on its own efforts.A distribution channel moves goods from producers to customers.Itovercomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to complete transactions:rmation.2.Promotion.3.Contact:finding and communicating with prospective buyers.4.Matching:fitting the offer to the buyer's needs, including such activities as manufacturing and packaging.5.Negotiation:reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to fulfill the completed transferred.1.Transporting and storing goods.2.Financing.3.Risk taking:assuming the risk of carrying out the channel work.The question is not whether these functions need to be performed, but rather who is to perform them. All the functions have three things in common:They use up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these functions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to intermediaries, the producer's costs and prices may be lower, but the intermediaries must charge more to cover the costsof their work. In dividing the work of the channel, the various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channellevels involved. Each layer of marketing intermediaries that performs some work in brining the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel.When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate the the channel member's years in business, other lines carried, growth and profit record, co-operativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of the other lines carried, and the size andquality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the company will want to evaluate the store's customers, location, and future growth potential.Understanding the nature of distribution channels is important, as choosing among distribution channels is one of the most challenging decisions facing the firm. Marketing intermediaries are used because they provide greater efficiency in marking goods available to target markets.The key distribution channel function is moving goods from producers to consumers by helping to complete transactions and fulfill the completed transaction. Distribution channels can be described by the number of channel levels, which can include no intermediaries in adirect channel, or one to several intermediaries in indirect channels.PromotionPromotion is one of the four major elements of the company's marketing mix. The main promotion tools――advertising, sales promotion, public relations, and personal selling――work together to achieve the company'scommunications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surrounding marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling, and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers.市场营销策略一、市场细分和目标市场策略具有需求，具有购买能力并愿意花销的个体或组织构成了市场。
第五章 定位战略
• 分析教辅材料上的两个案例各运用了哪 些细分标准?
4.How to select target market
• Target market(p265):A set of buyers sharing common needs or characteristics that the company decides to serve. • Evaluating market segments: segment size and growth, segment structural attractiveness, and company objectives and resources.
why • 1). Buyers are too numerous,too widely scattered,and too varied in their needs and buying practices. 2). Instead of scattering their marketing efforts (the “shotgun” approach), they can focus on the buyers who have greater purchase interest (the “rifle” approach.)for competitive advantage .
3. Major segmentation variables for consumer markets
• Table 7.1 (p252) • The is no single way to segment market. A marketer has to try different segmentation variables, alone and in combination, to find the best way to view the market structure.
市场营销课件Marketsegmentation,targeting,andpositioning课
Market segmentation:
Levels of market segmentation
• Each customer have his or her different needs and wants, so ideally sellers might design a separate marketing program individually
• Many companies are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, or cities.
• Other companies are seeking to cultivate as-yet untapped territory.
Mass marketing
Segment marketing
Niche marketing
Compleeting
• Mass marketing:
➢For most of the 1900s, major consumer products companies held fast to mass marketing
Demographic segmentation
• Demographic segmentation is the most popular method to segment the market
• There are several variables to conduct demographic segmentation
• Niche marketing
Chapter-7Market-Segmentation-and-Targeting
Targeting
Professor Jason C. H. Chen, Ph.D. School of Business Administration
Gonzaga University Spokane, WA 99223 chen@
Two Cases for this chapter (Making Marketing Decisions ): Case 7-1: PRIZM by Claritas: You Are Where You Live Case 7-2: Marriott International: “Suite Deals”
be a market driven organization = STRATEGIC PLANNING
Company-Wide Level
Impact of Competition
and other Environmental
Evaluating Opportunities
Focusing marketing Strategy
S.W.O.T Analysis
Develop product market Screening criteria
Defining generic markets and
product-markets
Political & Legal Cultural & Social
A Marketing Strategy – showing the 4 P’s of a Marketing
C
Price
Promotion
7-6
Irwin/McGraw-Hill & Dr. Chen
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Market Segmentation
Definition:
A market segments are groups of high-potential prospective customers with common characteristics and needs that distinguish them from other high-potential market segments.
Market Segmentation and Targeting(英文版)(ppt 26页)
Market Segmentation
Markets can be huge and diverse entities made up of individuals. Since individual wants and needs tend to differ, trying to mass market to a whole market often is inefficient. Costing too much time and money, and hurting profit potential. Therefore, a company should focus or target specific groups or segments of individuals to enhance profit opportunities.
Market Segmentation
Geographic Segmentation:
This basis for segmentation calls for dividing the market into different geographic units (i.e. provinces, counties, cities, towns, neighborhoods, etc.).
Market Segmentation
Demographic Segmentation:
This basis of segmentation calls for dividing the markets into groups based on age and/or other variables.
Market Segmentation
Types of Segmentation: • Segment (general): focuses on customers who
share a similar set of wants. • Niche: focuses on customers who seek a distinct
Think of this task as trying to take advantage of the cost savings of mass marketing, but on a smaller scale. Or, conducting mass marketing to groups instead of the market as a whole.
• Age and life-cycle stage • Life stage • Gender • Income • Social class • Generation • Ethnicity
Market Segmentation
Psychographic Segmentation:
This basis of segmentation groups potential customers according to psychological/ personality traits, lifestyles, or values.
Demographic segmentation is popular, because the variables are easier to measre.
Market Segmentation
Some of the variables considered in Demographic Segmentation:
However, unless almost everyone is buying your product/service, the lower expenses will not necessary mean higher profits.
Market Segmentation
As a marketer, defining and identifying groups of individuals who will pay for your product or service is an important task.
Market Segmentation
Some will argue that mass marketing is better, because lower overall production costs are achieved. Lower expenses then leads to higher profits.
product or service to fit the customer’s specific wants (the ultimate in segmentation).
Market Segmentation
Bases for Segmenting Customer Markets: • Geographic • Demographic • Psychographic • Behavioral
set of benefits (often called sub-segmentation). • Local: focuses on the wants of customers in a
specific location. • merization: focuses on customizing the