科特勒营销管理(12)课件

科特勒营销管理(12)课件Identifying MarketSegments and SelectingMarketing ManagementTenth Edition科特勒营销管理(12)课件科特勒营销管理(12)课件1. Identifysegmentationvariables andsegment themarket2. Develop profiles ofresultingsegments3. Evaluateattractivenessof eachsegment4. Select thetargetsegment(s)5. Identifypossiblepositioningconcepts foreach targetsegment6. Select,develop, andcommunicatethe chosenpositioningconcept科特勒营销管理(12)课件科特勒营销管理(12)课件科特勒营销管理(12)课件Occasions, Benefits, Uses, or AttitudesBehavioralGeographicRegion, City or MetroSize, Density, ClimateDemographicAge, Gender, Family size and Life cycle, Race, Occupation, or Income .Lifestyle or PersonalityPsychographic科特勒营销管理(12)课件科特勒营销管理(12)课件 MeasurableAccessibleSubstantialDifferential Segments must be large or profitable enough to serve. Segments can be effectively reached and served.Actionable Size, purchasing power, profiles of segments can be measured. Segments must respond differently to different marketing mix elements & actions. Must be able to attract and serve the segments.科特勒营销管理(12)课件75%71%25%29%79%21%75%25%17%17%83%83%13% 5%87%19%81%95% 科特勒营销管理(12)课件科特勒营销管理(12)课件M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3P1P2P3M1 M2 M3 科特勒营销管理(12)课件科特勒营销管理(12)课件科特勒营销管理(12)课件