Market segmentation

1By segmenting marketers identify groups of consumers with similar wants and needs.世界经理人管家y2x3v3F e1c f
2There is no single way to segment a market.A marketer can try different segmentation variables to find the best way to view the market structure.世界经理人管家E,w |!P9g*n^^
3The major variables that might be used in segmenttation consumer markets include demographics(age and life-cycle stage,gender,income,and social class),psychographics(values,persnality,and lifestyles),behavioral characteristics(user status,occasion,usage rate,loyalty status).
)l/n Lm??(j0 4Demographic segmentation is based on measurable characteristics of populations such as age,gender,income,education,and occupation.世界经理人管家Gtj,_v-U
5Most companies will segment a market by combining two or more demographic variables.世界经理人管家*`%G*T*YS{
6Demographic variables are the most popular bases for distinguishing customer groups.One reason is that consumer wants,preferences,and usage rates are often highly associated with demographic variables.Another is that demographic variables are easier to measure than most other types of variables.世界经理人管家o3mzt lCB/u
7For most consumer and industrial products,national income is the single most important segmentation variable and indicator of market potential in international market segmentation.
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Nu"R0 8Data of psychographic segmentation are obtained by means of questionaires that respondents indicate the extent to which they agree or disagree with a series of statement.世界经理人管家9?'_:Kt7bl/`f
9People in the same demographic group can have very different psychographic makeup.
e.E$j;[*TgQ|0 10To achieve the goal of identifying attitudes that could help explain and predict purchase behavior for different product categories,the researchers studied consumer's attitudes and values,as well as media viewership/readership,buying patterns,and product use.
3E_a*b g0 11Behavior segmentation focuses on whether or not people buy and use a product,as well as how often,and how much they use it.世界经理人管家{H/CEh~]O
12When market segments are first defined using other bases,such as personality or behavior,their demographic characteristics must be know in order to assess the size of the target market and to reach it efficiently.
#O/` o$Hf4S6cT^c'f0 13Consumer and business marketers use many of the same variables to segment their markets.Yet,business marketers also use some additional variables such as demographics(industry,company size);operating characteristics;purchasing approaches;situational factors;and personal characteristics.
){EpdM:F3]T&_'{?0 14Targeting is the act of evaluating and comparing the identified groups and then selecting one or more of them as the prospect(s) with the highest potential.
| V;j%ltQ"Z0 15The three basic criteria for assessing opportunity in target markets:current size of the market,segment and anticipated growth potential;competition;and the compatibility of the target with the compnay's objectives and the feasibility of successfully reaching it.世界经理人管家y:E oR,wnd2c
16The company must examine several major structural factors that affect long-run segment attractiveness such as competitors substitute products,power of buyer,powerful suppliers.For example,a segment is less attractive if already contains many strong and aggressive competitors.
5t.QJ*Zv*E0 17Marketers should develop segment-segment invasion plans,entering one segment at a time and concealing the grand plan.Thus,the competitors must not know to what segments the firm will move next.
0ey'T`0[#kG'`0 18In choosing which segments to target,the company can choose to focus on a single segment,several segment,a special product,a special market,or the full market.
!BUu3s"ztu0 19There are three basic categories of target marketing strategies:undifferentiated marketing,concentrated marketing,and differentiated marketing.
iD'R4q$Q2zZ0 20Undifferentiated marketing is to mass marketing by creating the same marketing mix-product price,distribution,and communications-for a broad mass market of potential buyers.
*V)e$V-L:T"xG5~{0 21Undifferentiated marketing is a strategy that calls for extensive distribution in the maximum number of retail outlets.世界经理人管家^ V _EvZ
22Concentrated marketing devises a marketing mix to reach a single segment of the broad mass market.世界经理人管家 |_Axco$W#~
23Differentiated marketing entails targeting two or distinct market segments with multiple marketing mix offerings.世界经理人管家T&dcV7\&q/G
24Differentiated marketing typically creats more total sales than undifferentiated marketing,but it also increases the costs of doing business.Thus,the company must weigh increased sales against increased costs when deciding on a differentiated marketing strategy.世界经理人管家};\/M N+P
25To reach the target(s),marketers use positioning,a process whereby a company establishes an image for its product in the minds of consumers relative to the image of competitors' product offerings.世界经理人管家!E+w\V+M r+Xy
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26By going after segments instead of the whole market,companies have a much better chance to deliver value to consumers and to receive maximum rewards for close attention to consumer needs.
#\/YHJ mkK0 27What appear to be brand-loyal purchase patterns may reflect habit,indifference,a low price,a high switching cost,or the non-availability of other brands.Thus,a company must carefully interpret what is behind the observed purchase patterns.
;GOmxc0 28 In selecting more than one segment to serve,the company should pay close attention to segment interrelationship on the cost,performance,and technology side.
K%@#P]XW0 29Many companies fail to develop a long-term invasion plan in which they plotted the sequence and timing of market-segment entries.
Z5FM~ r0|0 30The company's invasion plans can be thwarted when it confronts blocked markets.The invader must then figure out a way to solve the marketing-mix problem.
3^t;wGH]2e.Sxx0 31The advantage of solving the positioning problem is that it enables the company to solve the marketing-mix problem.The marketing mix-product,price,place,and promotion-is essentially the working out of the tactical details of the positioning strategy.
"qH'kTk0 32There are many different positioning strategies such as attribute positioning,benefit positioning,use/application positioning,user positioning,competitor positioning,product category positioning,and quality/price positioning.世界经理人管家]9X:n3jxE M
33Once the company has developed a clear positioning strategy,it must communicate that positioning effectively.世界经理人管家7Q U2e3{G @`G
34It must closely monitor and adapt the position over time to match changers in consumer needs and competitors' strategies.A product's position should evolve gradually as it adaptes to the ever-changing marketing environment.世界经理人管家,Uk~yK hm
35Many marketers advocate promoting only one product benefit,thus creating a unique selling proposition as they position their product.世界经理人管家0U ~,_7b1?EI!zf
36Single-benefit position is not always the best.But double-benefit position and triple-benefit position can also be successful,as lone as marketers take steps to ensure that they do not under-position,over-position,or create confused or doubtful position.
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G#N6|0 37Rather than trying to compete into an entire market,sometimes against superior competitors,each company must identify the parts of the market that it can serve best.Sellers' thinking has passed through three stages:mass marketing,product-variety marketing,target marketing.世界经理人管家 B4x!UJ}Cv-o;y+Q d
38The different countries of the world,even those that are close together,can vary dramatically in their economic,cultural,and political markeup.Thus just as they do with their domestic markets,international firms need to group their world markets into segments with distinct buying needs and behaviors.世界经理人管家1t2} ec m(}g(N
39Countries can be segmented by political and legal factors such as the type and stability of government,receptivity to foreign firms,monetary regulations,and the amount of bureaucracy.Such factors can play a crucial role in a company's choice of which countries to enter and how.
2B!F"f:ra:{x!a0 40Today's companies are moving away from mass marketing and product-variety marketing toward target marketing.Target marketing can better help sellers find their marketing opportunities.
_Kvz6ZqG7?0 41A segment should be the largest possible homogeneous group worth pursuing with a tailored marketing program.世界经理人管家2}m5{6h|
42.Some attractive segments could be dismissed quickly because they do not mesh with the company's long-run objectives.Even if a segment fits the company's objectives,the company then must decide whether it possesses the skills and resources needed to succeed in the segment.世界经理人管家i,?!|_i`G
43The firm selects a number of segments.This multi-segment coverage strategy has the advantage of diversifying the firm's risk.Even if one segment becomes unattractive, the firm can continue to earn money in other markets.
u4Pe2_UT9v,_0 44Undifferentiated marketing provides cost economics.The narrow product line keeps down production,inventory,advertising,management,marketing research,and transportation costs.世界经理人管家{ C.{O$r#Q9[
45Firms using undifferentiated marketing typically develop an offer aimed at the largest segments in the market.
;|0E(Lj"jk1u2Gn0 46When choosing a market-coverage strategy,many factors need to be considered such as company resources,product variability,product's stage in the life style,market variability,and competitors' marketing strategy.世界经理人管家:h
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47A prodcut can be positioned directly against a computer,or away from competitors,or differnt product classes,or combination.世界经理人管家f*tN |U6ba*n|
48The positioning task consists of three steps:identifying a set of possible competitive advantages,in which to build a position,selecting the right competitive advantages,and effectively communicating and delivering the chosen position to the market.
_#lUQiA-M$O0 49A company can be differentiated along the lines of product,service,personnel,or image.
7h {l6d4Ko7X0 50Suppose a company is fortunat enough to discover several potential competitive advantages.It now must choose the ones on which it will build its positioning strategy.It must decide howmany differences to promote and which ones.
[1A8Te9ux%Mf9GD0 51Not all brand differences are meaningful or wothwhile.Not every difference makes a good differentiator.Each difference has the potential to create company costs as well as customer benefits.Therefore,the company must carefully select the way in which it will distinguish itself from competitors.

I$d5Yk;a*rv%R}t0Professional terms世界经理人管家6D"xkwX
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1market segmentation世界经理人管家kB
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2mass marketing世界经理人管家 E2A8f
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3product-variety marketing/產品差異性營銷
@[8v#mE7sN0 4target marketing/目標市場營銷世界经理人管家{tT M8b"ee
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5homogeneous preferences/同質偏好世界经理人管家"Akr6H
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6diffused preferences/分散偏好
7peM}:EI%t&l0 7clustered preferences/集群偏好世界经理人管家gA%n(|&UN:G!n/x
8hard-core loyal/絕對忠誠世界经理人管家:]It[{#c1p:@ c!jv%k
9split loyal/不堅定忠誠
&|U-^7q/D&J0 10shifting loyal/轉移型忠誠
WZ y7xg.f;Jg4Z9o0 11switchers/易變者
U{Gi?$V.D0 12brand-attribute segmentation/品牌忠誠者市場世界经理人管家n9s4`v`}X/N|
13multi-attribute segmentation/多變量細分
T]x?&R!k3Wl0 14single-segment concentration/單一市場集中化世界经理人管家Z&w
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15selective specialization/選擇專業化
+LI2c V:C.zOi0 16product specialization
3JT3S!Az7| G4xV-Er0 17market specialization世界经理人管家 t*q-Dx?
18ful market coverage
nk6h+Z$mj,x,Cu0 19supersegment世界经理人管家J?^0^.u.Bal
20age and life-cycl segmentation世界经理人管家 W3te0^4`| @ `7g3@2c
21gender segmentation世界经理人管家`/NB|
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22behavior segmentation
9tbm m \/`){.}0 23geographic segmentation
c(f&_"l])f0 24occasion segmentation
.}4h%Tj6T"p-a d0 25benefits segmentation世界经理人管家)S Z2V'r9on?
26income segmentation世界经理人管家O\p:ndvH|!M+t
27product segmentation
]JpcwWa+s"f7[0 28competitive advantage
2wNLD7hNsw\0 29psychographic segmentation世界经理人管家]f0}q t2yt[
30concentrated marketing世界经理人管家E"q#D}1c3YOg*`
31markeit positioning世界经理人管家/HnD.WI(?"y"` c7I
32target positioning世界经理人管家%z#Vl9F8u&lF\
33demographic segmentation
Cr/_7@Cs3Q{0 34undifferentiated marketing
P6?!QPS.B;Y `-J0 35differentiated marketing世界经理人管家+pR;JC$F
36market targeting
$Ub9q dT"@&i0 37segment structural attractiveness世界经理人管家 g'zFq3wLT9Cyj
38segment-by-segment invasion plans
V:T{'eRq0 39product differentiation
.G.c m~}'C2_}0 40sevices differentiation世界经理人管家;a"]},WI{{B&p"?kc
41personnel differentiation

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`0 42image differentiation世界经理人管家*ER?hl5sp%W%H9H
43channel differentiation世界经理人管家5E"Dz3D)h(G'D5O
44underpositioning世界经理人管家TLC X]/n|$R
45overposition世界经理人管家^;Q!N;E+b3R
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46confused position
%B*e4w/s-_ J0 47doubtful positioning
fc`6bOB0 48attribute positioning世界经理人管家z(T$C(gYj
49benefit positioning
~x-qjaf0 50use/application positioning世界经理人管家ys!p5S_~'T
51user positioning
0M!R}^UaG*OJ0 52product category positioning世界经理人管家;Px7cd#a(V^
54quality/price positioning世界经理人管家0L3yA'[RZ N:E