Chapter 5 Target marketing
Introduction to market segmentation
Market segmentation is the process of dividing the total market for
goods or service into several smaller, internally homogeneous groups.
ocalterina their marketina resouroae
mass market
It creates the largest potential market, which leads to the lowest costs, which in turn can translate into either lower prices or higher marains
one size fits all marketing
niche marvat
Effective segmentation criteria
Measurable， Substantial，Accessible，Differentiable， Actionable
Bases for segmenting business markets
Bases for segmenting consumer markets
Geographic segmentation
groups of nations，states，regions，countries，cities
Demographic segmentation
age, family size，family life cycle，gender, race，occupation，education，religion
Psychographic segmentation
life style
personality
masculine
Behavioral segmentation
occasions, benefits, user status ,usage rate loyalty status
Differentiated marketing
A differentiated marketing strategy is used when a company creates compaigns that appeal to at least two market segments or target groups
Marketing position
positioning
Marketing posotioning process
identifying the competitors
primary competitors
secondary competitors
determining how the competitors perceived and evaluated
determinging the competitor's positions
analyzing the customer
making the positioning decision