Segmentation, targeting and positioning
新视野商务英语综合教程3_U4教师用书
Unit 4Market Analysis Lead-inTask 11. strength, weakness, opportunity, threat2. structure, conduct, performance3. segmentation, targeting, positioning4. political, economic, social, technologicalTask 2Key1. 市场份额2. 现存市场3. 目标市场4. 市场分割5. 市场调查6. 产品定位Reading AStarting PointTask 1Suggested Answers●Anyone who owns an Apple product can attest to its simplicity.●They are also beautifully designed and easy to use.●Apple has been able to masterfully combine the form and function of its products. Translation对苹果公司的SWOT分析苹果公司的优势、劣势、机会和威胁苹果公司致力于个人电脑、媒体设备和移动电子音乐播放器的设计、研发、制造和销售；也销售各种相关软件、服务、外部设备、网络解决方案以及第三方电子内容和应用。
通过这一纵向与横向相结合的综合模式，苹果公司形成了自己不可复制的、可持续的竞争优势。
然而，随着新兴市场的发展，苹果的定价策略会影响其竞争力。
优势苹果公司生产个人电脑、平板电脑、智能手机及其他电子设备，旨在实现全套产品和设备之间的横向整合。
通过其硬件、软件、内容、服务及其他零售产品，苹果实现了不同设备之间用户体验的同步，从而实现了纵向整合。
通过生产硬件，苹果完全把握了其产品的设计和产品质量。
此外，公司强大的软件和内容业务也使苹果更具竞争优势。
4-Market-Segmentation教学文稿
Requirements for Effective Segmentation
Measurable Accessible Substantial Differential Actionable
Target Market
• A market is a set of all actual and potential buyers • A target market is a group of people toward whom a
firm markets its goods, services, or ideas with a strategy designed to satisfy their specific needs and preferences. • Any marketing strategy must include a detailed (specific) description of this.
• Size, purchasing power, profiles of segments can be measured.
• Segments can be effectively reached and served.
• Segments are large or profitable enough to serve.
UNIT FOUR Hotel Market Segmentation, ng and Positioning
Lesson Objectives
segmentationtargetingpositioning -回复
segmentationtargetingpositioning -回复Segmentation, Targeting, and Positioning, commonly referred to as STP, is a marketing strategy that allows businesses to identify specific customer segments, target them with tailored marketing messages, and position their products or services in a way that meets the needs, wants, and desires of their ideal customers. In this article, we will provide a step-by-step breakdown of the STP process and explore how it can help businesses achieve success in today's highly competitive market.Step 1: SegmentationThe first step in the STP process is segmentation. Segmentation involves dividing the market into distinct groups of customers who share similar characteristics, needs, or behaviors. This allows businesses to better understand their customers and develop targeted marketing strategies.There are various approaches to segmentation, including demographic, geographic, psychographic, and behavioral segmentation. Demographic segmentation involves categorizing customers based on factors such as age, gender, income, and occupation. Geographic segmentation divides customers based on their geographic location. Psychographic segmentation focuses on customers' attitudes, values, interests, and lifestyles. Behavioralsegmentation classifies customers based on their purchasing behavior, usage patterns, and brand loyalty.By segmenting the market, businesses can identify which customer groups are most profitable and tailor their marketing efforts accordingly. For example, a luxury cosmetic brand may segment its market based on income and lifestyle to target affluent customers who value high-end products.Step 2: TargetingOnce the market has been segmented, the next step is targeting. Targeting involves selecting the most attractive customer segments to focus on based on their potential for profitability and the company's ability to meet their needs.To determine which customer segments to target, businesses must consider several factors, including the segment's size, growth potential, competition, and its fit with the company's capabilities and resources. By selecting the right target segments, businesses can allocate their marketing resources more effectively and maximize their return on investment.For example, a sports company may decide to target the millennial segment due to its large size and significant spending power in the sports industry. The company may then develop marketing campaigns that resonate with this segment's uniquepreferences and behaviors, such as digital advertising and partnerships with popular influencers.Step 3: PositioningThe final step in the STP process is positioning. Positioning refers to the way a business intends to create a unique and favorable image of its products or services in the minds of its target customers, relative to its competitors. Effective positioning allows a company to differentiate itself from its competitors and appeal to its target customers.To develop an effective positioning strategy, businesses must identify their unique selling proposition (USP). The USP is a distinctive feature or benefit that sets the company apart from its competitors. It could be superior quality, competitive pricing, exceptional customer service, or innovative features. The USP should align with the needs and desires of the target segments.Once the USP is established, businesses can communicate their positioning through various marketing channels, such as advertising, branding, packaging, and customer service. Consistency is vital in positioning, as it helps build brand recognition and loyalty.Continuing with the sports company example, it could position itself as the premium brand for performance-enhancing sportswear,emphasizing its use of advanced technologies, exceptional quality, and endorsement by professional athletes.In conclusion, segmentation, targeting, and positioning are essential elements of a successful marketing strategy. By segmenting the market, selecting the right target segments, and positioning their products or services effectively, businesses can better understand their customers, meet their needs, and gain a competitive advantage in the market. The STP process provides a systematic approach to marketing that ensures businesses maximize their resources and achieve sustainable growth in today's dynamic business environment.。
SegmentationTargetingandPositioning.ppt
Geographic Segmentation
Localize 4P to fit the needs of individual regions
Starbucks, Home Depot, and Wal-Mart KFC in Japan: mash potatoes, fried fish and smoked
Card), 雀巢奶粉
Demographic Segmentation – 女性市場
Demographic Segmentation – Age and Life-Cycle
Consumer needs and wants change with age, e.g. Sony → walkman for children, Coca Cola → Qoo, 克寧 → 銀養奶粉, 善存 → 銀寶善存.
Geographic Segmentation
康師傅 麗嬰房
中國市場太廣闊，人文、消費習性、所得差異非常大，南北 溫差甚至達數十度，換季時間有大幅度差別。
將中國市場劃分成華東、華南、華中、華北、西南和東北六 個區域，以反應這些區域對童裝顏色、款式、質料的偏好差 異。
捷安特
大陸 → 民生必需品（耐久財）→ 少樣多量 歐美 → 運動休閒品（消費財）→ 多樣少量
chicken. McDonald’s in Taiwan – 米堡 南部：搏感情、俗擱大碗；北部：愛嚐鮮、感時髦。
World region or country, country region, city or metro size, density, or climate
Cultivate as-yet untapped geographic territory, e.g. Hampton Inns, IS Coffee → 科學園區廠商.
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
市场营销(3)
Segmentation, targeting and positioning
❖. The core of marketing strategy is STP marketing: segmentation, targeting, and positioning.
❖
Hale Waihona Puke 17、儿童是中心，教育的措施便围绕 他们而 组织起 来。上 午8时25分7秒 上午8时 25分08:25:0721.7.11
❖ 2、Our destiny offers not only the cup of despair, but the chalice of opportunity. (Richard Nixon, American President )命运给予我们的不是失望之酒，而是机会之杯。二〇二一年六月十七日2021年6月17日星期四
❖
11、一个好的教师，是一个懂得心理 学和教 育学的 人。21.7.1108:25:0708:25Jul- 2111-J ul-21
❖
12、要记住，你不仅是教课的教师， 也是学 生的教 育者， 生活的 导师和 道德的 引路人 。08:25:0708:25:0708:25Sunday, July 11, 2021
❖
5、You have to believe in yourself. That's the secret of success. ----Charles Chaplin人必须相信自己，这是成功的秘诀。-Thursday, June 17, 2021June 21Thursday, June 17, 20216/17/2021
13、He who seize the right moment, is the right man.谁把握机遇，谁就心想事成 。21.7.1121.7.1108:25:0708:25:07Jul y 11, 2021
商务英语(市场营销专业英语)课程教学大纲
《商务英语》（市场营销专业英语）课程教学大纲一、课程基本信息课程代码：060651课程名称：商务英语英文名称：Specialized English in Marketing课程类别：专业选修课学时：36学分：2适用对象:市场营销专业考核方式：考查先修课程：市场营销原理，管理学原理二、课程简介《商务英语》（市场营销专业英语）培养学生在市场营销的实际工作以及研究工作中运用英语的能力，课程通过阅读和分析内容广泛的材料，扩大学生的知识面，加深学生对商务英语的理解，培养学生对国际商务活动（主要指市场营销活动）的了解和熟悉程度，提高分析能力、逻辑思维与独立思考的能力，巩固和提高学生在商务领域（主要指市场营销）里运用英语语言技能的能力。
内容主要包括市场营销概况、市场调研、营销战略、品牌战略、广告、电子商务等领域。
三、课程性质与教学目的《专业英语》是市场营销专业的一门专业选修课程。
通过本课程的学习，目的在于培养和提高市场营销专业本科生在营销活动中英语的听、说、读、写等实际应用能力，使学生了解和掌握营销专业英语词汇，通过课文阅读训练使学生能够用英文描述营销活动，熟悉营销用语，并提高实际翻译的能力。
本课程的安排力求与国际接轨，在教材选择，内容安排与考核方式上突出应用性与实践性；在教学方法上，主要采取讲授、案例分析、课堂讨论、小组讨论、学生授课等多种形式，注重创设教学情境。
四、教学内容及要求第一讲营销概述（Unit 1 Introduction to Marketing）（一）目的与要求1.本讲要求学生掌握市场营销的一些基本概念，如市场营销、市场营销战略、4P等；2.要求熟悉市场营销的历史发展阶段；3.要求了解市场营销每个历史发展阶段的特点。
（二）教学内容1．主要内容：1）S ome concepts in marketing;2）The evolution of marketing：production era，sales era, marketing era, relationship marketing era3）Case study: strategic issues in Chinese marketing2．基本概念和知识点：基本概念：marketing，marketing strategy，position，segmentation，target market, 4Ps(product, place, price, promotion ), brand value知识点：have some knowledge of the 4Ps in Chinese market3．问题与应用（能力要求）: 无。
营销英语 unit 4
differentiated strategy
差异性市场策略
fill up
填补，装满
down to
……的责任
Section II
Text Study
TOYOTA
丰田
commodity
n. (大宗) 商品
partially
adv. 部分地
bunch
v. (使) 聚成堆 (群)
LEXUS
2. In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. For example, some airlines target price sensitive consumers who will have meals prior to boarding and assigned seating for low prices. 3. In contrast, most airlines follow the differentiated strategy: They offer high priced tickets to those who cannot tell in advance when they need to fly. These travelers—usually business travelers—pay high fares but can only fill the planes up partially. The same airlines then sell some of the remaining seats to more price sensitive customers who can buy two weeks in advance.
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
Geographic segmentation
Back
Demographic segmentation
• Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality.
• ◆ occasions 购买时机 • It can help firms build up product usage. E.g. orange juice • Holidays products e.g. Candy, flowers, cards or other gifts
◆ Benefit sought segmentation 追求利益
Target marketing
★ Selecting target market segments
Target market: a set of buyers who share common needs or characteristics that the company decides to serve.
Segmentation
Select the segment(s) to enter
Targeting
Create value for targeted customers
Differentiate the market offering to create superior customer value
• ◆ Gender segmentation • Clothing, cosmetics, toiletries, magazines, etc.
• ◆Income segmentation • Automobiles, boats, clothing, cosmetics, financial services, and travel
• It is based on the different benefits that buyers seek from the products. • e.g. P&G, laundry detergent • Cleaning, bleaching, fabric softening, fresh smell, lots of suds, economy
Differential差异性 Actionable行动的可能性
Target marketing
★ Evaluating market segments 评估细分市场
Segment Size and Growth市场规模/市场增长的潜力 Analyze current segment sales, growth rates and expected profitability for various segments. Segment Structural Attractiveness市场吸引力 Consider effects of: competitors, availability of substitute products and, the power of buyers & suppliers.
Back
Behavioral segmentation
• It divides buyers into groups based on their knowledge, attitudes, uses or responses to a product. (best starting point)
• Why does this super marketer compete with itself on supermarket by marketing five different brands of shampoo?
• The answer lies in the fact that different people want different mixes of benefits from the products they buy. P&G has identified at least 5 important shampoo segments.
• The most popular bases for segmentation.
◆ Age and life-cycle segmentation
• e.g. McDonald targets different age groups from children and teens to adults and seniors with different ads and media. • Age is a poor predictor of life cycle, health, work or family status, needs and buying power. Be careful to guard against the stereotypes when using age and life-cycle segmentation.
Differentiation
Position the market offering in the minds of target customers
Positioning
Segmenting Consumer Markets
Geographic
Nations, Region, City or Metro Size, Density, Climate
• e.g. toothpaste
• ◆User status 使用者状况 • Non-users, ex-users, potential users, first-time users and regular users of a product. • Market share leaders focus on attracting potential users, whereas smaller firms focus on attracting current users away from the market leader. • ◆Usage rate 使用频率 • Light, medium and heavy product users. • Heavy users are often a small percentage of the market but account for a high percentage of total consumption. • Attract one heavy user rather than several light users. • ◆Loyalty status 忠诚度 • Consumers may loyal to brands (Tide), stores (Wal-Mart), and companies (Ford). • Completely loyal, somewhat loyal, no loyalty
Using multiple segmentation bases
Marketers use multiple segmentation bases to identify smaller, better-defined target groups. Companies may begin by segmenting their markets using a single base, then expand using other bases. e.g. ―geodemographic segmentation ―
Company Objectives and Resources企业本身的目标和资源 The company should enter only segments in which it can offer superior value and gain advantages over competitors.
Steps in Market Segmentation, Targeting, and Positioning
Select customers to serve
Decide on a value proposition
Divide the total market into smaller segments
Effective Segmentation
Measurable可衡量性 Substantial可盈利性 Accessible可进入性
• Size, purchasing power, profiles of segments can be measured. • Segments must be large or profitable enough to serve. • Segments can be effectively reached and served. • Segments must respond differently to different marketing mix elements & actions. • Must be able to attract and serve the segments.
Demographic
Age, Gender, Family size and Life cycle, Race, Occupation, or Income ...
Psychographic
Social class, Lifestyle or Personality