文档介绍：,-1ApproachMarketMarket SegmentationDefinitionTarget ,valueperceptions,-2ApproachMassMarketingAsinglemarketingmixfortheentiremarketSegment MarketingDescriptionExamplesIndividual MarketingPhoneservice,WEBpagesNicheMarketingAsinglemarketingmixforonesegmentofthemarketWomen'sWorkoutWorld(exercisefacilitiesforwomen);AmericanAssociationforRetiredPersons(lobbyingandmembershipservicesforpeopleover50)McDonald’s(HappyMealsforyoungchildren,BigMacsforTeens,ArchDeluxeforadults);Toshibacopiers(severalsizesandfeaturestomeetdifferentlevelsofbusinessneeds)PersonalizedamenitiesforrepeatguestsatRitz-Carltonhotels;anization’anizationDifferentiatedMarketingSeparatemarketingmixesfortwoormoresegmentsofthemarketMarketSegmentation petitiveadvantageMarketPotential-thetotalpurchasesthatbuyersinasegmentwilllikelymakeduringaspecifiedperiodoftime,givenaspecifiedlevelofmarketingactivityMeasurability-beabletomeasureitssizeandcharacteristicsResponsiveness-essibility-essfulMarketSegmentationSlide8-3P&GSegmentation-DetergentMarket 53%marketshareofthe$-“Tide’sin,dirtout”CHEER-“alltemperature-Cheer”BOLD-“cleans,soften,andcontrolsstatic”GAIN-“freshenslikesunshine”ERA-“built-instainremover”DASH-“attacktoughdirt”OXYDOL-“makesclothesbright”SOLO-“liquiddetergentwithfabricsoftenerDREFT-“acleanyoucantrust”IVORYSNOW-“mild,gentlesoapforbabyclothesARIEL-“toughcleaner”Slide8-4Mass/UndifferentiatedMarketingSlide8-5PricePromotionPlacementProductTheMarketEveryoneNicheMarketingSlide8-6PricePromotionPlacementProductTheMarketMarket SegmentDifferentiatedMarketingSlide8-7PricePromotionPlacementProductTheMarketMarket SegmentMarket SegmentPricePromotionPlacementProductIndividualMarketingSlide8-8PricePromotionPlacementProductTheMarketCustomerPricePromotio