2025/5/17 郭虹 wishg@126.com Chapter 5 Segmentation,Targeting, and Positioning Building the right relationships with the right customers
2025/5/17 郭虹 wishg@126.com 1 Chapter 5 Segmentation, Targeting, and Positioning Building the right relationships with the right customers
Steps in Market Segmentation, Targeting,and Positioning Market Segmentation 1.Identify bases for segmenting the market 2.Develop segment profiles Market Targeting 3.Develop measure of segment attractiveness 4.Select target segments Market positioning 5.Develop positioning for target segments 6.Develop a marketing mix for each segment 2025/5/17 郭虹wishg@12o.com
2025/5/17 郭虹 wishg@126.com 2 Steps in Market Segmentation, Targeting, and Positioning Market Segmentation 1. Identify bases for segmenting the market 2. Develop segment profiles Market Targeting 3. Develop measure of segment attractiveness 4. Select target segments Market positioning 5. Develop positioning for target segments 6. Develop a marketing mix for each segment
Market Segmentation 1.Geographic Segmentation World Region or Country City or Metro Size Density or Climate 2025/5/17 郭虹wishg(@126.com 3
2025/5/17 郭虹 wishg@126.com 3 Density or Climate City or Metro Size World Region or Country 一． Market Segmentation 1. Geographic Segmentation
2.Demographic Segmentation Dividing the market into groups based on variables such as: Age Gender Family size or life cycle Income Occupation Education Religion Race Generation 6o8ab能e Nationality wishg@126.com
2025/5/17 郭虹 wishg@126.com 4 2. Demographic Segmentation Dividing the market into groups based on variables such as: – Age – Gender – Family size or life cycle – Income – Occupation – Education – Religion – Race – Generation – Nationality
3.Psychographic Segmentation Divides Buyers Into Different Groups Based on: Social glass 工fS5j Personality 2025/5/17 郭虹wshg@126.com
2025/5/17 郭虹 wishg@126.com 5 3. Psychographic Segmentation Divides Buyers Into Different Groups Based on: