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1、Chapter 3,Selecting Target Markets,Marketing & Selling the Travel Product,Chapter 1 Understanding Marketing and Sales Chapter 2 Analyzing the Travel Product Chapter 3 Selecting Target Markets Chapter 4 Positioning the Product Chapter 5 Creating Marketing Strategies Chapter 6 Implementing the Marketi
2、ng Plan Chapter 7 Chapter 8 Chapter 12 Satisfying the Customer,Market segmentation (市场细分),TargetsWhy markets are segmented? What are the methods of market segmenting? *How to use demographic, geographic and behavioristic segmenting? What are the Characteristics of a Market Segment,Key Terms,segment
3、v 分割；n 部分 target market 目标市场 target marketing 选择目标市场 market segmentation=market segmenting 市场细分 market segment 细分市场 Demographic segmenting 人口细分 Geographic segmenting 地理细分 Psychographic segmenting 心理细分 Behavioristic segmenting 行为细分 Variable 变量 Luxury 豪华的，奢侈的,Is it possible to buy a bankrupted company
4、 with 1$ and become a 550 million dollarmillionaire? 1美元买来的破产公司让自己成为5.5亿美元的亿万富翁？,Excellent Case,1975,Ted Arison,What would you do?,A. Send as many salesmen as possible all over the country . B. Advertise on newspapers, journals and other media. C. Invite a movie star to advertise for the cruise. D.
5、Use the methods mentioned in A.B.C, but only to the most possible buyers.,What did Ted do?,Target markets：(正确的目标市场） Middle-income, low-income people young peopleno- cruise-experience travelers image: “Interesting Cruise Trip” 趣味巡游的形象策划 Travel period: 3-4day-trip (cut the cost) 降低成本 Future plan: More
6、 new travel products 开发新产品,Las Vegas,A Wiseman Once Said:,You can please some people all of the time and all people some of the time, but you cannot please all people all of the time-this is the basis for one of marketings core principles-market segmentation.,Why travel markets need to be segmented?
7、,Smaller segments are easier to manage and communicate with easier for us to find the most possible buyerstarget markets.,Smaller -easier,Age,IncomeLow,Middle,high,Young middle-aged senior,Why markets are segmented?,Definition of target marketing,The process of which the marketers aim their products
8、 and promotion messages toward one or several groups of the most possible buyers is called target marketing. 营销人员将产品和促销信息瞄准一类或者某几类潜在顾客群体的过程被称为目标营销。,Definition of Market Segmentation,The process of which the total market is divided into groups of potential customers with similar characteristics is ma
9、rket segmentation (将市场分成具有相似特征的潜在顾客群体的过程) The groups themselves are called market segments（每个顾客群).,FIGURE3-1 What? Methods of Segmenting Travel markets市场细分的方法,Population人口,Demographic 人口细分age incomefamily size/life cycleoccupation education,Psychographic 心理细分 values Attitudes lifestyles interests Ac
10、tivities personalities,Behavioristic 行为细分 habits and preferences purpose benefits,Geographic 地理细分climate region of country urban/rural,How? Demographic segmenting 人口细分,Use the following variables: age income education occupation family size/life cycle 家庭生命周期 other variables: gender, religion, ethnic
11、 background, social class, etc.,Young People Like Excitement,bungee-jump 瓦努阿图,Young People Like Excitement,Young People Like Excitement,Young People Like Excitement,age,What groups can we divide people into ?,Age categories 年龄类别,Under 6 preschoolers 学龄前儿童 6-11 children 小孩 12-19 teenagers 青少年 20-34 y
12、oung people 青年 35-49 middle-aged 中年 50-60 mature adults 中老年 65 and older senior citizens 老年,65 and older senior citizens 老年,Attractive demographic segment The U.S. Census Bureau a 137% increase 1999-2050 34million-82million,Family Planning/Birth control/Population Control,Since 1990s, the base of th
13、e Chinese population pyramid is getting smaller and smaller. 中国经济蔡肪、林毅夫 中国财政经济出版社 2004年4 月,How? Demographic segmenting 人口细分,Use the following variables: age Income Education Occupation family size/life cycle 家庭生命周期 Other Demographic variables: gender, religion, ethnic background, social class, etc.,
14、FIGURE3-2 Per Capita GDP (1993-2001) Major Outbound Markets,How? Demographic segmenting 人口细分,Use the following variables: Age Income Education Occupation family size/life cycle 家庭生命周期 Other Demographic variables: gender, religion, ethnic background, social class, etc.,Educational categories,Grade sc
15、hool or less. 小学以下文化水平 Some high school. Completed high school. Some college. Completed college. Some graduate school. Completed graduate school.,How? Demographic segmenting 人口细分,Use the following variables: Age Income Education Occupation family size/life cycle 家庭生命周期 Other Demographic variables: g
16、ender, religion, ethnic background, social class, etc.,Occupation categories,Professional 专业人员 Manager 管理人员 Proprietor 业主 Clerical 办事员 Sales 推销人员 Retired 退休人员 Student 学生 Homemaker 家庭主妇,How? Demographic segmenting 人口细分,Use the following variables: Age Income Education Occupation family size/life cycle 家庭生命周期 Other Demographic variables: gender, religion, ethnic background, social class, etc.,
