营销管理（亚洲版第5版课件

An Asian Perspective(5th edition)Marketing Management:8Philip Kotler,Kevin Lane Keller,Swee Hoon Ang,Siew Meng Leong,&Chin Tiong Tan8-1Copyright 2009 Pearson Education South Asia Pte LtdCopyright 2009 Pearson Education South Asia Pte LtdIdentifying Market Segments and TargetsSlides adapted by Geoffrey da SilvaCopyright 2009 Pearson Education South Asia Pte LtdCopyright 2009 Pearson Education South Asia Pte Ltd8-2Copyright 2009 Pearson Education South Asia Pte Ltd8-3nKnow what are the different levels of market segmentationnKnow how a company can divide a market into segmentsnKnow how a company should choose the most attractive target marketsnKnow what are the requirements for effective segmentationLearning Objectives:Copyright 2009 Pearson Education South Asia Pte Ltd8-4China Attractive target marketWHY?Its huge populationOr is size not necessarily the key factor?Market Segments&TargetsCopyright 2009 Pearson Education South Asia Pte Ltd8-5The logic of Market SegmentationnCompanies cannot connect with all customers in large,broad,or diverse markets.nBut they can divide such markets into groups of consumers or segments with distinct needs and wants.n A company then needs to identify which market segments it can serve effectively.This decision requires a keen understanding of consumer behavior and careful strategic thinking.nTo develop the best marketing plans,managers need to understand what makes each segment unique and different.Copyright 2009 Pearson Education South Asia Pte Ltd8-6Target Marketing:nTo compete more effectively,many companies are now embracing target marketing.Effective target marketing requires that marketers:1.Identify and profile distinct groups of buyers who differ in their needs and preferences.2.Select one or more market segments to enter.3.For each target market,establish and communicate the distinctive benefit(s)of the companys market offering.Copyright 2009 Pearson Education South Asia Pte Ltd8-7Mass MarketingnThe starting point for discussing segmentation is mass marketing.nIn mass marketing,the seller engages in the mass production,mass distribution,and mass promotion of one product for all buyers.nThe argument for mass marketing is that it creates the largest potential market,which leads,to the lowest costs that in turn can lead to lower prices or higher margins.Copyright 2009 Pearson Education South Asia Pte Ltd8-8Segment MarketingnA market segment consists of a group of customers who share a similar set of needs and wants.nThe marketer does not create the segments.nThe marketers task is to identify the segments and decide which one(s)to target.Copyright 2009 Pearson Education South Asia Pte Ltd8-9Segment MarketingnSegment industry sectornSegment marketing better satisfy target market&reflect competitors marketingnOne way-identify preference segmentsCopyright 2009 Pearson Education South Asia Pte Ltd8-10Segment MarketingnA flexible market offering consists of two parts:A naked solution containing the product and service elements that all segment members valueDiscretionary options that some segment members value Copyright 2009 Pearson Education South Asia Pte Ltd8-11Market SegmentsnMarket segments can be defined in many different ways:nOne way to carve up a market is to identify preference segmentsnHomogeneous preferencesnDiffused preferencesnClustered preferences Copyright 2009 Pearson Education South Asia Pte Ltd8-12Figure 8.1 Basic Market Preference PatternsCopyright 2009 Pearson Education South Asia Pte Ltd8-13Niche MarketingnA niche is a more narrowly defined customer group seeking a distinctive mix of benefits.nMarketers usually identify niches by dividing a segment into sub-segments.A.Niche marketers presumably understand their customers needs so well that the customers willingly pay a premium.B.Globalization has facilitated niche marketing.C.The low cost of setting up shop on the Internet has led to many small business start-ups aimed at niches Copyright 2009 Pearson Education South Asia Pte Ltd8-14Niche MarketingnAn attractive niche:Distinct set of needsPay premium for itDo not attract competitorsEconomies through specializationSize,profit&growth potentialCopyright 2009 Pearson Education South Asia Pte Ltd8-15Local MarketingnTarget marketing is leading to marketing programs tailored to the needs and wants of local customer groups.nLocal marketing reflects a growing trend called grassroots marketing.Getting as close to customers possible-experiential marketing connect to unique experiencesNokia in IndiaCopyright 2009 Pearson Education South Asia Pte Ltd8-16Breakthrough Marketing:HSBCnHighlights how HSBC wants to be known as the“worlds local bank”,and how it pulls its worldwide businesses together under a single global brand.Copyright 2009 Pearson Education South Asia Pte Ltd8-17Individual MarketingnThe ultimate level of segmentation leads to“segments of one”,“customized marketing”,or“one-to-one marketing”nToday customers are taking more individual initiative in determinin