chapter 5 Target Marketing（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）

BASIC MARKETING Chapter Five Target Marketing Learning Objectives After studying this chapter, you should be able to: Define the major steps in target marketing List and discuss the major bases for segmenting consumer and business markets. Explain how companies identify attractive market segments and choose a market targeting strategy. Discuss how companies differentiate and position their products for maximum competitive advantage. 2 Chapter Concepts: Market Segmentation Marketing Target Differentiation and Positioning Positioning for Competitive Advantage 3 Market Segmentation Market segmentation is the process that companies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs. 4 Market Segmentation Segmenting consumer markets Segmenting business markets Segmenting international markets Requirements for effective segmentation 5 Market Segmentation Segmenting Consumer Markets Geographic Demographic Psychographic Behavioral 6 Market Segmentation Segmenting Consumer Markets Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities. 7 Geographic Segmentation - by nations 8 Market Segmentation Segmenting Consumer Markets Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. 9 Market Segmentation Segmenting Consumer Markets Age and life-cycle stage segmentation is the process of offering different products or using different marketing approaches for different age and life-cycle groups. Gender segmentation divides the market based on sex (male or female). 10 Market Segmentation Segmenting Consumer Markets Income segmentation divides the market into affluent or low-income consumers. 11 Market Segmentation Segmenting Consumer Ma