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Market segmentation Tourism Marketing

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Presentation on theme: "Market segmentation Tourism Marketing"— Presentation transcript:

1 Market segmentation Tourism Marketing
Good afternoon ,boys and girls,how are you today? Fine,good. what are you going to do this weekend, where are you going? I am goint to ningbo, good , now ,I show you some hotel pictures of ningbo, shangri-la hotel Tourism Marketing

2 This is shangri-la hotel, ningbo ,china, it is a five star hotel, it is located in cbd of ningbo, it is one of the most luxurious hotel in ningbo.

3 It is room.

4 It is tianxing yuyuan hotel, you know it is located in beilun, it is a three star-rate hotel

5 It is his room

6 It is home in , it is one of the biggest budget hotel chains .

7 It is the room

8 Look,it is the lee’s youth hostel, can you imagine its room,

9 Youth hostel The room is simple enough,it just provides a little basic service,apart from the four hotel, there are many hotels in ningbo , now it is time for discussion

10 Discussion questions Consider what kind of hotel you will choose when you travel to Ningbo : ---what are the reasons you choose a hotel --- What advertising media makes sense for the segments of your group? Clean , neatness, safety , cheap .near the train station,convenience Maybe interactive , display romantic and fashionable experiential ial 时尚 经验的

11 conclusions Strictly speaking , everyone has its own needs and wants, they need different product or service to meet them. On the other hand, they can be divided into different groups according to age or income and so on, each group has some common features. That is our today’s topic

12 For companies have limited resources it is impossible to produce all possible products for all the people all the time. The best way is to provide selected offerings for selected groups of people most time.

13 Instructional objectives
Market segmentation Instructional objectives By the end of this lesson, you should: Be able to Identify the definition of market segmentation; Be able to grasp the bases for segmentation and apply it into practice. 无论对你还是对你的公司

14 Market segmentation Market segmentation is the division of a market into different groups of customers with similar needs. Or to express it in another way, market segmentation is the division of a mass market into identifiable and distinct groups or segments, and each has common characteristics and needs and displays similar response to marketing actions.

15 The purpose of market segmentation is to leverage scarce resources;
or to ensure that the elements of marketing mix (price, distribution, products and promotion) are designed to meet specific needs of different customer groups. For a company,if it can concentrate all its resources on a group or several groups , this is the only and best way to make profit

16 Three phases of marketing strategy
Product/brand positioning Phase 2 Target market and marketing mix selection Phase 1 Market segmentation

17 Segmentation studies Discover the needs and wants of groups of consumers to develop specialized products to satisfy group needs ---- identify “gaps” in the market Used to identify the most appropriate media for advertising There are two steps in segmentation studies, the first step is, the second is to

18 Customer segmentation
You know , the origin of tourism marketing is identify the demands of customers, now that customers are different, we should see it s different needs and wants,

19 Bases for segmentation
Geographic Usage-situation Demographic Benefit sought Psychological Psychographic Sociocultural Now that segmentation is very important , how to segment the whole market,what are the bases ? Maybe you will think it is very difficult, but , in fact, we often use them, for example ,the human being can be divided into male and female according to gender, and according to nationality, you maybe a chinese or a foreigner, can you tell me ,the bases should be

20 Geographic segmentation
The division of a total potential market into smaller subgroups on the basis of geographic variables (e.g.,region,city,area)

21 Geographic segmentation
Region: central, wangfujing street(Beijing),Nanjing road (Shanghai ),marginal City size: Major metropolitan areas, small cities, towns Density of area: Urban, suburban, exurban, rural Climate: Temperate, hot, humid, rainy 边缘的 seaside

22 Demographic segmentation
Age: Under 12, 12-17,18-34,35-49,50-64,65-74,75-99,100+ Gender: Male,female Marital status: Single,married,divorced,living together,widowed Income: Under$25,000, , , , ,100000and over Education: Some high school,high school graduate,some college,college graduate,postgraduate Occupation: Professional,blue-collar,white-collar,agricultural,military,government

23 Psychological segmentation
Motivations ----Intrinsic needs personality ----Introvert/Extrovert perceptions ---- Individual “frame of reference” Learning ---- Learning stytles: visual, audio, etc Attitudes Positive attitude,negative attitude Bthere was a old lady ,she has two daughters ,elder daughter was umbrella shop owner's wife,the other was cleaners owner's wife .so the lady always worried. when the day was sunny, she worried about the elder daughter's business was not good,when the day was rainy,she worried about her younger daughter's business. you can imagine the old lady was unhappy everyday . one day ,someone told her :"oh ,you are a lucky lady ,in sunny ,you younger daughter will have a good business,in rainy your elder daughter will have a good business. " so the old lady feels better and happier.

24 Psychographic segmentation
All known as lifestyle analysis Psychographic variables include: --- activities --- interests,and --- opinions

25 Pluses minuses pull myself away from , given my lifestyle, I have more of a shortage of time than money inventory excerpt 减 分minuses

26 Sociocultural segmentation
cultures American,Italian , Chinese,Mexican,French,Pakistani religion Catholic,protestant,jewish,moslem,other Subcultures(race/ethnic) African American,Caucasian高加索的 ,Asian, Hispanic西班牙的 Social class Lower ,middle, upper Family life cycle Bachelors, young married , full nesters, empty nesters

27 Family life cycle advertising
Disneyland Hong Kong is often visited by couples with children.

28 After watching the video, what first in your mind?

29 Usage-Situation Segmentation
Segmenting on the basis of special occasions or situations. Example statements: --- whenever our daughter gets a raise, we always take her out to dinner. --- when I’m away on business, I try to stay at a suites hotel. --- I always take my wife for a dinner in a famous restaurant on Valentine’s Day. Celebrating stand for

30 Benefit Segmentation Segmenting on the basis of the most important and meaningful benefit: -- Functional quality -- Value for money -- Social benefit -- Emotional benefit (positive or negative) -- Lifestyle benefit Used to position various brands within the same product category What is a company’s core strength? Why/How will the consumer benefit? Core strength?

31 Brain storming: What benefits does this Radisson Hotel advertising convey
VEDIO test

32 Brain storming: What benefits does this Radisson Hotel advertising convey? Enthusiastic Sincere 热情的 professional staff

33 Market segmentation Segmentation base Selected segmentation variables
Geographic segmentation region Central, tsim sha tsui,尖沙咀 mong kok,旺角 City size Major metropolitan areas, small cities,towns Density of area Urban, suburban, exurban,rural climate Temperate, hot,humid,rainy Demographic segmentation age Under 12, 12-17,18-34,35-49,50-64,65-74,75-99,100+ gender Male,female Marital status Single,married,divorced,living together,widowed income Under$25,000, , , , ,100000and over education Some high school,high school graduate,some college,college graduate,postgraduate occupation Professional,blue-collar,white-collar,agricultural,military,government hinterland

34 continued Segmentation base Selected segmentation variables
Psychological segmentation Needs-motivation Shelter,safety,security,affection喜爱, sense of self-worth personality Extroverts,novelty seeker,aggressive,innovators perception Low-risk,moderate-risk,high-risk 敢冒险 Learning-involvement Low–involvement, high-involvement 低参与的 attitudes Positive attitude,negative attitude Psychographic消费心态 (lifestyle)segmentation Economy-minded, couch potatoes电视迷, outdoors enthusiasts,status seekers Sociocultural segmentation cultures American,Italian , Chinese,Mexican,French,Pakistani religion Catholic,protestant,jewish,moslem,other Subcultures(race/ethnic) African american,caucasian高加索的 ,asian, hispanic西班牙的 Social class Lower ,middle, upper Family life cycle Bachelors, young married , full nesters, empty nesters

35 continued Segmentation base Selected segmentation variables
Use-related segmentation Usage rate 使用率 Heavy users,medium users,light users,non users Awareness status意识状态 Unaware, aware,interested, enthusiastic Brand loyalty None, some,strong Use-situation segmentation使用情况 time Leisure,work,rush,morning, night objective Personal , gift, snack, fun, achievement location Home,work,friend’s home, in-store person Self,family members, friends,boss, peers同辈,同事 Sociocultural segmentation Convenience, social acceptance,long lasting, economy,value-for-the-money Hybrid segmentation Demographic/ psychographics Combination of demographic and psychographic profiles of consumer segments profiles Prizm ne geodemographics “movers&shakers.””new empty nests,””boomtown singles,” bedrock america Sri vals Innovators,thinkers, believer,achievers,strivers,experiencer,makers, survivors

36 Market segmentation Two-step process
Market segments---deciding how to group all potential visitors Target market----selecting specific groups from among these to pursue

37 group task : matching A. Young couple with children of 2 to 5 years old B. Single college student C. Middle-aged couple D. The old E. Young and wealthy couple F. Football team travelling in school 1) Holiday skimming in Austria 2) Hostels in several towns 3) Caravan accommodation at seaside holiday villages 4) 2 or 3 star hotels and coach journey 5) Quiet and luxurious apartment houses at tourist spots 6) Interactive train tickets plus hostels or tourist camps How to express

38 Revision questions What are the bases for marketing segmentation?
What are the three phases of marketing strategy? What is the most significant thing you’ve learned today?

39 thanks

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