1. Part Three: Market Segmentation Targeting & Psitioning
( Chapter7)

2. STP Strategies (P.195) Market positioning 5. Develop positioning
for each target segment.
6.Develop marketing
mix for each target
segment.
Market targeting
3.Develop measures of
segment attractiveness.
4.Select the target
segment(s).
Market segmentation
1. Identify bases for
segmenting the
market .
2. Develop profiles of
resulting segments .

3. Major Segmentation Variables for Consumer Markets (P.196)
Geographic
Region
Country size
City size
Density
Climate
Demographic
Age Gender
Life cycle
Family size
Income
Occupation
Education
…….
Psychographic
Social class
Lifestyle
Personality
Behavioral
Purchase occasion
Benefits sought
User status
Usage rate
Loyalty status

4. Requirement for effective segmentation (P.208)
Measurable; (可测定性)
Accessible; (可进入性)
Substantial; (可获利性)
Differentiable; (可区分性）
Actionable (可操作性)

5. Target Marketing Evaluating Market Segments (P.209) Target Markets
Segment Size
and Growth
Segment Structural
Attractiveness
Company Objectives
and Resources
Target Markets

6. Target market (P.210)
Target market is a set of buyer sharing common needs or characteristics that the company decides to serve.

7. Market Segmentation Target marketing strategies (P.210)
Undifferentiated
(mass)
marketing
Differentiated
(segmented)
marketing
Concentrated
(niche)
marketing
Micro-marketing
(local or individual
Marketing)
Targeting
narrowly
Targeting
broadly

8. Undifferentiated) ( Mass) marketing （无差异营销）
A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer .
Differentiated ( Segmented ) marketing （差异营销）
A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each.

9. Undifferentiated Marketing
Selecting Market-coverage strategies
Undifferentiated Marketing
Company
marketing
mix
Market

10. Differentiated Marketing
Selecting Market-coverage strategies
Differentiated Marketing
Company marketing mix1
Segment1
Company marketing mix2
Segment2
Company marketing mix3
Segment3

11. Concentrated (niche) marketing （集中营销）
A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches. .

12. Concentrated marketing
Selecting Market-coverage strategies
Concentrated marketing
Segment1
Company
marketing
mix
Segment2
Segment3

13. Micro-marketing (精细营销）(P.212)
The practice of tailoring products and marketing programs to suit the the tastes of specific individual and locations.(includes local marketing & individual marketing).
Individual-marketing (定制营销）(P.213)
Tailoring products and marketing programs to the needs and preferences of individual customers-also labeled ‘markets-of-one marketing’ ,‘one-to-one marketing’ and ‘one-to-one marketing’.

14. The Factors of Choosing a Market-Coverage Strategy (P.214)
1.Company resources;
2.Product variability;
3.Product’s stage in the life cycle
4. Market variability ;
5. Competitors’ marketing strategy.

15. Market Positioning Product position (P.216)
The way the product is defined by consumers on important attributes ——the place the product occupies in consumers’ minds relative to competing products。

16. Choosing a positioning strategy (P.218-220)
the right
competitive
Advantage
Selecting an
Overall
Position
Strategy
Identifying
possible
Competitive
Advantage

17. Competitive advantages
Services
Differentiation
Channel
Differentiation
Product
Differentiation
Image
Differentiation
Personnel
Differentiation

18. How many differences to promote ? Which differences to promote?
Choosing the right competitive advantages
How many differences to promote ?
Which differences to promote?
Important(重要）Distinctive（特色）Superior(领先）
Communicable(沟通） Preemptive(独有）
Affordable(可购） Profitable(有利）

19. Selecting a overall positioning strategy(P.221)
Value proposition:
The full positioning of a brand — the full mix of benefits upon which it is positioned.

20. Possible value propositions（P.221）
Price
More
The same
Less
More
for
more
for the
same
less
The same
Less for
much
More
Benefits
The same
Less

21. Positioning statement (P.224)
A statement that summarizes company or brand positioning – it takes this form:
To (target segment and need)
Our (brand)
Is (concept)
That (point-of-difference)

22. Communicating & delivering the chosen position
Company
Target
customer
Chosen position
Product, Price, Place, Promotion
Delivering