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2025-03-08 10:06 本頁(yè)面
【正文】 examination of wider marketing environment 2023/3/29 26 Creating market segments: — automatic interaction detection — cluster analysis a. Two techniques used to determine the most appropriate variables 2023/3/29 27 Creating market segments: — description of the segments — evaluation of the segments b. Segmentation of the market — selection of appropriate segments 2023/3/29 28 Targeting: — undifferentiated segmentation marketing segmentation targeting Three generic strategies: — Differentiated segmentation marketing — Concentrated segmentation marketing 2023/3/29 29 1. undifferentiated segmentation marketing Three generic strategies: — there is no basis for segmenting a market and develops a destination or tourism offering suitable for the entire market 2023/3/29 30 2. Differentiated segmentation marketing Three generic strategies: — several market segments are delineated and the core service offering is embellished accordingly, to suit the requirements of each specific segment. 2023/3/29 31 3. Concentrated segmentation marketing Three generic strategies: — to segment smaller specialist segments which are associated with niche marketing — aiming to dominate a small market corner which others do not consider worthwhile pursuing 2023/3/29 32 Positioning: — the way in which a pany, tourism offering, destination or country is viewed in relation to other panies or anisations, by customer segments. Definition: Britian:“ a trendy place with stylish clothes, shopping, music and clubs” 2023/3/29 33 Positioning: — positioning lies ultimately in the eyes of the consumer. — a pany positions itself in the marketplace through its service offering and the munication of this to various market segments. — how the market perceives the anization rather than how it perceives itself. 2023/3/29 34 Positioning task: 1. petitive advantages Three key steps (by Kotler): — Step one: identification of a set of petitive advantages to choose from, such as price, superior acmodation, speedy journey times, highly motivated and professional staff. This is often referred to as differentiation. 2023/3/29 35 Three key steps (by Kotler): 2. prioritizing these advantages — Step two: prioritizing these advantages in order to select an optimum
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