文档介绍：principles of MARKETING Chapter 7 Market Segmentation, Targeting, and Positioning petitive Advantage
principles of MARKETING
Chapter 7
Market Segmentation, Targeting, and Positioning petitive Advantage
Presented by Zhou Yanfeng Business School, Zhongshan University
Chapter Objectives
Define the three steps of target marketing
Identify the major segmentation bases for consumer and business markets
Explain how to identify attractive market opportunities and choose market strategies
Explain positioning and its relationship petitive advantage
Presented by Zhou Yanfeng Business School, Zhongshan University
Steps in Market Segmentation, Targeting, and Positioning
Market segmentation
13>. Identify bases for
segmenting the market
2. Develop profiles of
resulting segments
Market targeting
3. Develop measures of
segment attractiveness
4. Select the target
segment(s)
Market positioning
6. Develop marketing mix
for each target segment
5. Develop positioning
for each target segment
Presented by Zhou Yanfeng Business School, Zhongshan University
Market Segmentation:
Levels of Market Segmentation
Mass Marketing
Presented by Zhou Yanfeng Business School, Zhongshan University
Levels of Market Segmentation:
Mass Marketing
Mass producing, mass distributing and mass promoting the same product in the same way to all consumers
Largest potential market helps lower costs equalling lower prices or higher margins
Difficult to access fragmented markets
Problems in selecting from multiple ad media and distribution channels
Presented by Zhou Yanfeng Business School, Zhongshan University
Market Segmentation:
Levels of Market Segmentation
Segment Marketing
Presented by Zhou Yanfeng Business School, Zhongshan University
Levels of Market Segmentation:
Segmented Marketing
Marketing recognizes buyers differ in needs, perceptions, and buying behaviours
Isolate broad prising a market
Adapt offers to best match segment needs
Market more efficient