1、Chapter 9global market segmentation,targeting and positioning一.Global market segmeetationThere are different markets,these market includes some basic features:1).people or organization2).needs or wants3).purchasing power4).willing to buy1.Definition of global market segmentationmaIt may be defined a
2、s the processs of identifying groups or subnational levels who are likely to exhibit similar buying behavior.Steps in market segmentation,targeting and positioning:market segmentationmarket targetingmarket positioning(1).Identify segmentation variables and segment the market(2).Develop profiles of r
3、esulting segment3).Evaluate the attractiveness of each segment(4).Select the target segment(5).Identify possible positioning concepts for each target segment(6).Select,develop and communicate the choosen positioning concept2.Key criteria for global market segmentationA.Geographical segmentationAccor
4、ding to different countries or regions、market size、market density or climate,marketers segment global markets.B.demographic segmentationIt is based on measurable characteristics of population Such as age,gender,income,education and occupation etc.Eg:in terms of national income:euro-us market;African
5、 market;emerging market;a number of global demographic trends Swatch:Swiss watch and second watch C.psychological segmentation it is the process of grouping people in terms of their attitudes,Values and lifestyles.The underlying value structures to warrant a common overall Communication strategy.in
6、each country appeared to bear sufficient similarity Eg:celebrity研究表明具有不同价值观的人热衷于不同的活动，购买不同的物品并且偏爱不同的媒体。不同的目标顾客群需要具有相应价值观的企业为其服务。因此，企业要赢得特定的目标顾客群，必须培育内含相应价值观的企业文化。服务于 不同目标市场的不同企业，即使在同一产业竞争，其价值观也应有所区别。比如，瑞士手表业的劳力士和天美时品牌就分别塑造了不同的价值观。劳力士：高收入顾客群；塑造一种强调它的 制造质量、卓越乘诺和良好声誉及开发能力的价值观。天美时：大众消费群；强调实用、可靠、低成本和守时，因
7、此，它文化中强调大规模制造和低成本的价值观。一般来说成功企业的价值观总是体现了目标顾客群所追求的核心价值。D.Behavior segmentationit focus on whether or not people buy and use a product,as well as how often,and how much they use it.(1).usage rate:heavy,medium,light and nonuser(2).User status:potential user,nonuser,ex-user,regular,First-timer and user o
8、f competitors productsEg:英国公司流行“顾客分级”：利用邮政编码，根据拨打呼叫中心者的贫富程度，确定相应的区别对待的态度。先进的技术自动“识别”顾客来电，并将他们的问题转给受过专门训练的员工，公司以不同方式将其客户或潜在客户分类，最富有的人不用排队，可以同能使他们受到优待的员工交谈，大多数银行、移动电话公司、主要零售商、和旅行社纷纷采用这一技术。例如，银行根据客户的社会地位、文化程度及收入水平确定每一个人的“终身”价值，最高一档的客户可能为银行带来25万美元的利润。3.Steps in global market segmentation1.选择要研究的市场或产品范畴s
9、elect the scope of market or product2.选择市场细分的基础或依据select segmentation criterion 3.选择细分描述符 specify the criterion 4.描述和分析市场describe and analyze market 5.选择目标市场select target market 6.设计、实施、保持合适的营销组合devise and Implement a proper marketing mix二.Selecting target market1.Concept of targetingTargeting is th
10、e act if evaluating and comparing the identified groups and then selecting one or more of them as the prospects with the highest potential.A marketing mix is then devised2.criterion for selecting a target market a.substantiality b.measurability c.accessibility d.actionability3.process of selecting t
11、arget market a.creating the profiles of customers in target market b.direct evaluating market size c.indirect evaluating market size d.accept or abandomAcceptabandan 市场年增长率市场现实规模高中低小大中4.selecting international target market strategyThere are three categories of target marketing strategies:Undifferen
12、tiated marketing;concentrated marketing and differentiated marketingA.undifferentiated marketing strategyit involves creating marketing mix product、price、distribution and communications for a broad mass market of potential buyers.The appeal is that standardized products mean lower production costs a
13、nd create a uniform image.Drawbacks:this strategy calls for extensive distributio-n in the maximum number outlets;it also cant meet the needs of each market segment.EG:McDonaldsB.concentrated marketing strategy it involves devising a marketing mix to reach a single segment of the global market.eg:Sh
14、arp co Chanel 5 and House of lauder target the upscale,prestige segment of the market.C .differentiated marketing strategyIt entails targeting two or more distinct markets with multiple marketing mix offeringsMerits:this strategy allows an organization to achieve wider Market coverage.eg1:Unilever i
15、nc markets Calvin Klein and Elizabeth Taylors Passion(targeted at the luxury market)Wind Song and Brut are its mass market brands.eg2:Olay in China in UK in IndiaMarketing Mixsegment market 1segment market 2segment market 3Marketing Mix1Marketing Mix2Marketing Mix3segment market 1segment market 2seg
16、ment market 3Marketing Mixsegment market 1(abandan)segment market 2segment market 3(abandan)123三.product positioning1.ConceptBy Alries(艾尔.里斯）&J.Trout（杰.屈特），in 1969定位是人们在今日模仿主义市场所玩的竞赛中首次使用“定位”一词。In 1981,定位论广告攻心战略，从理论到实践对定位理论进行了详尽的说明。Positioning means finding a way to fix the products in the minds of
17、potential buyers in the target market by devising the appro-priate marketing mix.Positioning works by associating products with product attributes(finding the distinct attributes by comparing with other products)spiritstastesfreshbitterhighlowD BAC某啤酒定位图某啤酒定位图2.High tech positioning and high touch p
18、ositioningHigh tech positioning:some products are frequently purchased on the basis of concrete product features.buyers typically already possess or wish to acquire considerable technical information.Including three types:(1)technical products;(2)special interest products;(3)products that demonstrat
19、e well High touch positioning:marketing of high-touch products requires less emphsis on specialized informati-on and more emphasis on image.Buyers of high-touch products also share a common language and set of symbols relating to themes of wealth,materialism and romance.Eg:products such as spring wa
20、ter,perfume,fashion,Levis jean and Marllboro,etc.Including:(1)global village products (2)solve common problem (3)products with a universal theme 1.Marlboro Men always remember love because of romance onlySupplementary:miscalculation of positioning 2.parker penFrom high end to low end 3.Volkswagan“小一点”实用主义面孔，消费者心中的可靠性和高质量，中等价位
