文档介绍：国际市场营销
Ahead
Procter & Gamble (P&G) sells eight brands of laundry detergent in the United States (Tide, Cheer, Bol场的是（ ）
①白糖市场 ②食盐市场
③服装市场 ④煤炭市场
Why Segment?
Consumers needs and preferences vary
It is impossible for firms to satisfy everyone’s needs with a single offering
Discussion Question
Can you think of a single product that satisfies everyone’s needs/preferences?
Consider the following:
A 12 ounce can of Pepsi
Magic Kingdom at Disney World
A Ritz Carlton Hotel
What is Segmentation?
Segmentation
Breaking the heterogeneous market into smaller, homogeneous markets
Segment
A group of customers who share similar inclinations toward a brand
Groups of Customers
Groups of Customers
Mass Marketing
All customers are treated the same
Customer needs are not met
But…less expensive to implement
One-to-one Marketing
Each customer serves as own segment
More expensive to implement
But…customer needs are better met
One-to-one Marketing
Micromarketing
Products to suit the tastes of individuals and locations
Local Marketing
Tailoring brands/ promotions to local customer groups
Individual Marketing
Tailoring products and programs to the needs of individual customers, . Dell
Individual marketing has also been labeled one-to-one marketing, customized marketing, or markets-of-one marketing.
Groups of Customers
Marketing Segmentation
Customers are broken into more homogeneous groups
Groups are small enough that customer needs are met
But…large enough to be profitable
Niche marketing
A segment is broken into smaller customer groups with particular needs that the company can serve well
Falls between segmenting and one-to one
Niche Marketing
Different products to subgroups within segments
Market segments are normally large, identifiable groups within a market—for example, luxury car buyers, performance car buyers, utility car buyers, and economy car buyers.
Niche marketing focuses on subgroups w