清华MBA系列课件：消费行为学—Lec2.ppt

1、Lecture 2Michael R.SolomonMarket SegmentationMarketing Strategy Selection of target markets(segments)Development of effective marketing programs to“win”these marketsThe process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to

2、be reached with a distinct marketing mix.Three Phases of Marketing Strategy Phase 1:Market Segmentation Phase 2:Target Market and Marketing Mix Selection Phase 3:Product/Brand PositioningBases for Segmentation Geographic Segmentation Demographic Segmentation Psychological Segmentation Psychographic

3、Segmentation Sociocultural Segmentation Use-Related Segmentation Usage-Situation Segmentation Benefit Segmentation Hybrid Segmentation ApproachesThe division of a total potential market into smaller subgroups on the basis of geographic variables(e.g.,region,state,or city).Demographic Segmentation Ag

4、e Sex Marital Status Income,Education,and OccupationAge Age Effect Occurrences due to chronological age Cohort Effects Occurrences due to growing up during a specific time periodSex Traditional roles of men and women in purchases Changing sex roles Dual-income households Working women less accessibl

5、e through traditional mediaMarital Status Households as a consuming unit Singles Divorced Single parents Dual-income marriedIncome,Education,and Occupation Income often combined with other variables for segmentation The three variables tend to be correlatedPsychological Segmentation Motivations Pers

6、onality Perceptions Learning AttitudesPsychographic(lifestyle)variables that focus on activities,interests,and opinions.Table 2.1 Excerpts from AIO InventoryInstructions:Please read each statement and place an“x”in the box that best indicates how strongly you“agree”or“disagree”with the statement.I f

7、eel that my life is moving faster and faster,sometimes just too fast.If I could consider the“pluses”and“minuses,”technology has been good for me.I find that I have to pull myself away from e-mail.Given my lifestyle,I have more of a shortage of time than money.I like the benefits of the Internet,but

8、I often dont have the time to take advantage of them.1 2 3 4 5 6 71 2 3 4 5 6 71 2 3 4 5 6 71 2 3 4 5 6 71 2 3 4 5 6 7Agree CompletelyDisagree CompletelyTable 2.2 A Hypothetical Psychographic Pro the Techno-Road-WarriorSends and/or receives 15 or more e-mail messages a weekRegularly visits Web sites

9、 to gather information and/or to comparison shopOften buys personal items via 800 numbers and/or over the InternetMay trade stocks and/or make travel reservations over the InternetEarns$100,000 or more a yearSociocultural Segmentation Family Life Cycle Social Class Culture,Subculture,and Cross-Cultu

10、reFamily Life Cycle Phases a family goes through in their formation,growth,and final dissolution Bachelorhood Honeymooners Parenthood Post-parenthood Dissolution Explicit basis:marital status,family status Implicit basis:age,income,employmentUse-Related Segmentation Rate of Usage Heavy vs.Light Awar

11、eness Status Aware vs.Unaware Brand Loyalty Brand Loyal vs.Brand SwitchersUsage-Situation Segmentation Segmenting on the basis of special occasions or situationsBenefit Segmentation Segmenting on the basis of the most important and meaningful benefit Toothpaste can be bought for Good taste Fresh bre

12、ath White teeth Cavity protectionHybrid Segmentation Approaches Psychographic-Demographic Profiles Geodemographic Segmentation SRI Consultings Values and Lifestyle System(VALSTM)Table 2.3 Demographic-Psychographic Pro Newsweek Total adult readers 19,593,000 Men Professionals/Managers Age 35-49 House

13、hold income$100,000 Married Own laptop PC Spent$3000+on vacation last year%Index100.0 10055.9 11735.3 17436.5 11425.1 17262.4 10912.0 15012.3 164STRUGGLERSFULFILLEDSBELIEVERSACHIEVERSEXPERIENCERSSTRIVERSMAKERSLow ResourcesHigh ResourcesAction OrientedStatus OrientedPrinciple OrientedACTUALIZERSVALSV

14、ALS 2 Segments and Participation in Selected SportsPercent of adults in each VALS 2 type who participated in selected sports in 1995.02468101214StrugglersBelieversStriversFulfilledsMakersAchieversExperiencersActualizersMountain/rock climbingJet skiing/wave running/water bikingInline skatingCriteria

15、For Effective Targeting of Market Segments Identification Sufficiency Stability Accessibility ResponsivenessTable 2.4 Market SegmentationOccupationGeographic SegmentationClimateDensity of areaCity SizeRegionSouthwest,Mountain States,Alaska,HawaiiMajor metropolitan areas,small cities,townsUrban,subur

16、ban,exurban,ruralTemperate,hot,humid,rainyDemographic SegmentationIncomeMarital statusSexAgeUnder 11,12-17,18-34,35-49,50-64,65-74,75-99,100+Male,femaleSingle,married,divorced,living together,widowedUnder$25,000,$25,000-$34,999,$35,000-$49,999,$50,000-$74,999,$75,000-$99,999,$100,000 and overEducati

17、onSome high school,high school graduate,some college,college graduate,postgraduateProfessional,blue-collar,white-collar,agricultural,militaryTable 2.5,continuedPsychological SegmentationLearning-involvementPerceptionPersonalityNeeds-motivationShelter,safety,security,affection,sense of self-worthExtr

18、overts,novelty seeker,aggressives,low dogmaticsLow-risk,moderate-risk,high-riskLow-involvement,high-involvementPsychographicSubcultures(Race/ethnic)ReligionCultures(Lifestyle)SegmentationEconomy-minded,couch potatoes,outdoors enthusiasts,status seekersAmerican,Italian,Chinese,Mexican,French,Pakistan

19、iCatholic,Protestant,Jewish,Moslem,otherAfrican-American,Caucasian,Asian,HispanicFamily life cycleSocial classLower,middle,upperBachelors,young married,full nesters,empty nestersAttitudesPositive attitude,negative attitudeSociocultural SegmentationUse-Related SegmentationBrand loyaltyAwareness statu

20、sUsage rateHeavy users,medium users,light users,non usersUnaware,aware,interested,enthusiasticNone,some,strongUsage-Situation SegmentationLocationObjectiveTimeLeisure,work,rush,morning,nightPersonal,gift,snack,fun,achievementHome,work,friends home,in-storePersonSelf,family members,friends,boss,peers

21、Benefit SegmentationConvenience,social acceptance,long lasting,economy,value-for-the-moneyGeodemographics“Money and Brains,”“Black Enterprise,”“Old Yankee Rows,”“Downtown Dixie-Style”Demographic/PsychographicsCombination of demographic and psychographic profiles of consumer segments profilesSRI VALS

22、TMActualizer,fulfilled,believer,achiever,striver,experiencer,maker,strugglerHybrid SegmentationCase:Mingming and LilyTypes of Consumer Decision Making Initial Purchases Complex Decision Making Limited Problem Solving Habitual Purchases Brand loyalty Inertia Determinants of active reasoning and problem solving Involvement The level of perceived personal importance and/or interest evoked by a stimulus Differentiation Time Pressure