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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Chapter 8Market Segmentation,Targeting,and Positioning,“The mythological,homogeneous America is gone.We are a mosaic of minorities.-Joel Weiner,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Chapter Objectives,Explain market segmentation and identify several possible bases for segmenting markets,List and distinguish among the requirements for effective segmentation,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Chapter Objectives,Outline the process of evaluating market segments,Illustrate the concept of positioning for competitive advantage,Discuss choosing and implementing a positioning strategy,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Markets,A,market,is all actual and potential buyers of a product or service,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Stages of Marketing,Mass marketing,Product-variety marketing,Target marketing,Micromarketing,Customized marketing,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Market Segmentation,Geographic Segmentation,Demographic Segmentation,Psychographic Segmentation,Behavior Segmentation,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Geographic Segmentation,Dividing the market into different geographic units,Nations,States,Regions,Counties,Cities,Neighborhoods,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Demographic Segmentation,Dividing the market into groups based on demographic variables,Age,Gender,Income,Occupation,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Psychographic Segmentation,Dividing buyers into different groups based on,social class,lifestyle,and,personality characteristics,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Behavior Segmentation,Buyers are divided into groups based on their,knowledge,attitude,and,use,or,response,to a product,The best starting point for building market segments,Types,Special occasion segmentation,Benefits sought,User status,Usage rate,Loyalty status,Buyer readiness stage,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Requirements for Effective Segmentation,Measurability,Accessibility,Substantiality,Actionability,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Size,purchasing power,profiles,of segments can be measured.,Segments can be effectively,reached and served.,Segments are large or profitable enough to serve.,Measurable,Accessible,Substantial,Actionable,Effective programs can be designed to attract and serve the segments.,Requirements for Effective Segmentation,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Market Targeting,Evaluating Market Segments,Selecting Market Segments,Choosing a Market-Coverage Strategy,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Evaluating Market Segments,Segment Size and Growth,Segment Structural Attractiveness,Company Objectives and Resources,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Selecting Market Segments,Undifferentiated Marketing,Bifurcated Marketing,Differentiated Marketing,Concentrated Marketing,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Choosing a Market Coverage Strategy,Company resources,Degree of product homogeneity,Market homogeneity,Competitors strategies,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Positioning Strategies,Products can be positioned on specific attributes or against another product class,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Choosing and Implementing a Positioning Strategy,Identifying a set of possible,competitive adva
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