清華mba系列課件：消費(fèi)行為學(xué)—lec2(已修改)
2025-03-13 12:23 本頁面
【正文】 Lecture 2 Consumer Behavior Buying, Having, and Being Michael R. Solomon Market Segmentation Marketing Strategy ? Selection of target markets (segments) ? Development of effective marketing programs to “win” these markets Market Segmentation The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix. Three Phases of Marketing Strategy ? Phase 1: Market Segmentation ? Phase 2: Target Market and Marketing Mix Selection ? Phase 3: Product/Brand Positioning Bases for Segmentation ? Geographic Segmentation ? Demographic Segmentation ? Psychological Segmentation ? Psychographic Segmentation ? Sociocultural Segmentation ? UseRelated Segmentation ? UsageSituation Segmentation ? Benefit Segmentation ? Hybrid Segmentation Approaches Geographic Segmentation The division of a total potential market into smaller subgroups on the basis of geographic variables (., region, state, or city). Demographic Segmentation ? Age ? Sex ? Marital Status ? Ine, Education, and Occupation Age ? Age Effect – Occurrences due to chronological age ? Cohort Effects – Occurrences due to growing up during a specific time period Sex ? Traditional roles of men and women in purchases ? Changing sex roles – Dualine households ? Working women less accessible through traditional media Marital Status ? Households as a consuming unit – Singles – Divorced – Single parents – Dualine married Ine, Edu
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