【正文】 t have enough of it to meet their desires. favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead. active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow 注重形象，可支配收入有限，但尚能保持收支平衡，花費于衣服和個人護(hù)理， 喜歡看電視勝過閱讀 2 66 Chapter Four Market Segmenting, Targeting Positioning VALSTM2的八類人群（續(xù)） ? Experiencers—— motivated by selfexpression. As young, enthusiastic, and impulsive consumers, quickly bee enthusiastic about new possibilities but are equally quick to cool. seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. avid consumers and spend a paratively high proportion of their ine on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having cool stuff 行動導(dǎo)向，追隨時尚，可支配收入多用于社交，憑沖動購買，聽搖滾樂 2 67 Chapter Four Market Segmenting, Targeting Positioning VALSTM2的八類人群（續(xù)） ? 知足者 Makers—— motivated by selfexpression. express themselves and experience the world by working on itbuilding a house, raising children, fixing a car, or canning vegetablesand have enough skill and energy to carry out their projects successfully. practical people who have constructive skills and value selfsufficiency. live within a traditional context of family, practical work, and physical recreation and have little interest in what lies outside that context. suspicious of new ideas and large institutions such as big business.. unimpressed by material possessions other than those with a practical or functional purpose. prefer value to luxury, buy basic ，為舒適、耐久、價值而采購，對奢侈品不感冒， 閱讀汽車、居家 (home mechanics) 、釣魚雜志 2 68 Chapter Four Market Segmenting, Targeting Positioning VALSTM2的八類人群（續(xù)） ? Survivors—— live narrowly focused lives. With few resources with which to cope, they often believe that the world is changing too quickly. They are fortable with the familiar and are primarily concerned with safety and security. Because they must focus on meeting needs rather than fulfilling desires, Survivors do not show a strong primary motivation. Survivors are cautious consumers. They represent a very modest market for most products and services. They are loyal to favorite brands, especially if they can purchase them at a discount. 消費有限、關(guān)心安全、品牌忠誠、相信廣告、?？措娨? 2 69 Chapter Four Market Segmenting, Targeting Positioning 例 49：鐵城啤酒利用 VASL ? 鐵城啤酒是美國匹茨堡的一個著名品牌，面臨銷量下降 —— 核心顧客因年歲增長而減少消費、年輕顧客不認(rèn)賬 ? 據(jù) VALS調(diào)查，飲用啤酒最多的是 experiencers，其次是strivers。全美國平均每對夫妻 $2,000購買嬰兒用品，每年 01歲嬰兒用品花費開支 $130億 2 55 Chapter Four Market Segmenting, Targeting Positioning 例 48(續(xù) )：家庭生命周期對營銷的影響 —— Older married with/without dependent children ? 中年夫婦有小孩 ? 經(jīng)濟(jì)狀況改善 ? 更多妻子外出工作 ? 不易受廣告影響 ? 購買： new more tasteful furniture, auto travel, unnecessary appliances, boats, dental services, magazines ? 中年夫婦小孩已獨立 ? Empty nesters ? 家庭財富頂峰 ? 對旅行、娛樂、自我教育感興趣 ? 對新產(chǎn)品不感興趣 ? 購買： vacations, luxuries, home improvements 2 56 Chapter Four Market Segmenting, Targeting Positioning 心理細(xì)分 Psychographic Segmentation 2 依據(jù)個性、動機(jī)、生活方式、 價值觀和社會階層等細(xì)分市場 Market segmentation on the basis of personality, motives, lifestyles, values Geodemographics 心理細(xì)分比地理、人口細(xì)分提供更有血有肉的目標(biāo)消費者描述，為公司迎合特定消費者制定營銷組合更有助益 57 Chapter Four Market Segmenting, Targeting Positioning 心理細(xì)分的基礎(chǔ) Bases for Psychographic Segmentation Psychographic Segmentation Personality Motives Lifestyles Geodemographics 2 58 Chapter Four Market Segmenting, Targeting Positioning 圖42：VALSTM心理細(xì)分系統(tǒng) 2 59 Chapter Four Market Segmenting, Targeting Positioning VALSTM心理細(xì)分系統(tǒng)說明 由 SRI國際公司開發(fā)的針對美國消費者的心理分類系統(tǒng)， VALS代表“價值觀和生活方式 (Value and Life Style)”，最早于 1978年開發(fā) ? 兩個維度 ? 八類人群 2 60 Chapter Four Market Segmenting, Targeting Positioning VALSTM的兩個維度 ? 資源 resources—— 縱向維度 ? 收入、教育、健康、自信、信息、購買欲望、和精力等 ? 根本動機(jī) PrimaryMotivation—— 橫向維度 ? Ideals ： guided by knowledge and principles ? Achievement： look for products and services that demonstrate success to their peers ? selfexpression： desire social or physical activity, variety, and risk 2 61 Chapter Four Market Segmenting, Targeting Positioning VALSTM的八類人群 ? Innovators —— successful, sophisticated, takecharge people with high selfesteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services 自信，享受“精品 (finerthings)”，善于接受新產(chǎn)品和新技術(shù)，對廣告抱有戒心 2 62 Chapter Four Market Segmenting, Targeting Positioning VALSTM的八類人群 ? Thinkers—— motivated by ideals. mature, satisfied, fortable , and reflective people who value order, knowledge, and responsibility. tend to be well educated. wellinformed about world and national events. alert to opportunities to broaden their knowledge. open to consider new ideas. Although their ines allow them many choices, Thinkers are conservative, practical consumers。 $15,000。 21% of population ? First large group經(jīng)歷 day care和 parental divorce。 3549。 611。山姆會員店也開始涉足一些高端商品，但它還無法確定自己的核心顧客是否對奢侈品感興趣 ……“山姆會員店是建立在這樣的顧客（抱怨在百貨店賣 $59但在山姆店內(nèi)標(biāo)價$39的 Polo牌 T恤昂貴）基礎(chǔ)之上的，他們很