1、Lecture Six,Marketing segmentation, targeting, and positioning for competitive advantage,At a glance,List and discuss the major levels of market segmentation and bases for segmenting consumer and business marketsExplain how companies identify attractive market segments and choose a market-coverage s
2、trategyDiscuss how companies can position their products for maximum competitive advantage in the marketplace,Stages in Market Orientation,Steps in Segmentation, Targeting, and Positioning,Segmentation,The process of identifying specific segments whether they be country groups or individual groupsof
3、 potential customers with homogeneous attributes who are likely to exhibit similar buying behavior.,Levels of marketing segmentation,Mass marketing,Segment marketing,Niche marketing,Micro-marketing,Complete segmentation,No segmentation,Bases for Segmenting Consumer Markets,CHARACTERISTICS,Demographi
4、c,Geographic,Behavior,Psychographics,Characteristics,Geographic location:Population by countryPopn. by RegionPopn. by City sizePopn. by SuburbsPopn. by Districts,Demographics:GenderAgeIncomeOccupationMarital statusHousehold sizeRaceReligionEducation levelSocioeconomic statusLifecycle stage,Bases for
5、 identifying homogenous groups of consumersthat are measurable, accessible, substantial and, actionable,Geo-demographics,Segmenting Business Markets,Signodes Segmentation Variables,1,2,3,4,5,6,7,8,Single-factor segmentation,5,6,4,3,gender,2,1,Age,female,male,children,Double-factor segmentation,youth
6、,aged,gender,Income,career,Three-factors segmentation,Manufacturer A,users,application,User size,price,Multi-segmentation,Effective Segmentation,Targeting,A set of buyers sharing common needs or characteristics that the company decides to serve.,Evaluating Market Segments,Market Coverage Strategies,
7、Choosing a Market-Coverage Strategy,Positioning,The way the product is defined by consumers on important attributes the place the product occupies in consumers minds relative to competing products.,Product Positioning,Positioning for Competitive Advantage,Promoting Differences,Product positioning,Hi
8、gh,Productivity,Marketing innovation,Once market share is gained, differentiated products are developed,low,high,Swiss luxury watches,SEIKO,SWATCH,Fashion-based low-cost production,Low-cost volume production,Low,Developing a competitive position in the watch industry,Source: The essence of marketing
9、, Simon majaro, Prentice Hall Europe,1993,Cheap,Mapping of cigarettes in the German market (illustration only-positions shown are not necessarily correct today),Source: The essence of marketing, Simon majaro, Prentice Hall Europe,1993,P197,Luxury,Young,Old,Lord,B&H,Marlborough,Prince,HB,Peter Stuyve
10、sant,Camel,West,Possible value propositions,More,The same,Less,More,The same,Less,Price,Benefits,More for more,More for the same,More for less,The same for less,Less for much less,Next week,Product and services strategyAssignment:Reviewing the lecture 6Text book (chapter 7)Case study: enterprise rent-a-car:selling the sream(Page 285-287)getting information and writing the outlet on the product and service sreategyText book (chapter 8-9),
