1、2000 Prentice Hall2000 Prentice Hall1.Identifysegmentationvariables andsegment themarket2.Develop profiles ofresultingsegments3.Evaluateattractivenessof eachsegment4.Select thetargetsegment(s)5.Identifypossiblepositioningconcepts foreach targetsegment6.Select,develop,andcommunicatethe chosenposition
2、ingconcept2000 Prentice Hall2000 Prentice Hall2000 Prentice HallOccasions,Benefits,Uses,or AttitudesBehavioralGeographicRegion,City or MetroSize,Density,ClimateDemographicAge,Gender,Family size and Life cycle,Race,Occupation,or Income.Lifestyle or PersonalityPsychographic2000 Prentice Hall2000 Prent
3、ice Hall MeasurableAccessibleSubstantialDifferential Segments must be large or profitable enough to serve.Segments can be effectively reached and served.Actionable Size,purchasing power,profiles of segments can be measured.Segments must respond differently to different marketing mix elements&actions.Must be able to attract and serve the segments.2000 Prentice Hall75%71%25%29%79%21%75%25%17%17%83%83%13%5%87%19%81%95%2000 Prentice Hall2000 Prentice HallM1 M2 M3 P1P2P3M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3P1P2P3M1 M2 M3 2000 Prentice Hall2000 Prentice Hall
