清华MBA系列课件消费行为学Lec2

2020年6月1日星期一清华MBA系列课件消费行为学—Lec2MarketingStrategy?Selectionoftargetmarkets(segments)?Developmentofeffectivemarketingprogramsto“win”thesemarkets??MarketSegmentation?Theprocessofdividingapotentialmarketintodistinctsubsetsofconsumersandselectingoneormoresegmentsasatargetmarkettobereachedwithadistinctmarketingmix.?ThreePhasesofMarketingStrategy?Phase1:MarketSegmentation?Phase2:TargetMarketandMarketingMixSelection?Phase3:Product/BrandPositioning?BasesforSegmentation?GeographicSegmentation?DemographicSegmentation?PsychologicalSegmentation?PsychographicSegmentation?SocioculturalSegmentation?Use-RelatedSegmentation?Usage-SituationSegmentation?BenefitSegmentation?HybridSegmentationApproaches??GeographicSegmentation?Thedivisionofatotalpotentialmarketintosmallersubgroupsonthebasisofgeographicvariables(e.g.,region,state,orcity).?DemographicSegmentation?Age?Sex?MaritalStatus?Income,Education,andOccupation?Age?AgeEffect–Occurrencesduetochronologicalage?CohortEffects–Occurrencesduetogrowingupduringaspecifictimeperiod?Sex?Traditionalrolesofmenandwomeninpurchases?Changingsexroles–Dual-incomehouseholds?Workingwomenlessaccessiblethroughtraditionalmedia??MaritalStatus?Householdsasaconsumingunit–Singles–Divorced–Singleparents–Dual-incomemarried?Income,Education,andOccupation?Incomeoftencombinedwithothervariablesforsegmentation?Thethreevariablestendtobecorrelated?PsychologicalSegmentation?Motivations?Personality?Perceptions?Learning?Attitudes?????AIOs?Psychographic(lifestyle)variablesthatfocusonactivities,interests,andopinions.??Table2.1ExcerptsfromAIOInventory?Instructions:Pleasereadeachstatementandplacean“x”intheboxthatbestindicateshowstronglyyou“agree”or“disagree”withthestatement.?Ifeelthatmylifeismovingfasterandfaster,?sometimesjusttoofast.?IfIcouldconsiderthe“pluses”and“minuses,”?technologyhasbeengoodforme.?IfindthatIhavetopullmyselfawayfrome-mail.?Givenmylifestyle,Ihavemoreofashortageof?timethanmoney.?IlikethebenefitsoftheInternet,butIoftendon't?havethetimetotakeadvantageofthem.?[1][2][3][4][5][6][7]?[1][2][3][4][5][6][7]?[1][2][3][4][5][6][7]?[1][2][3][4][5][6][7]?[1][2][3][4][5][6][7]?Agree?Completely?Disagree?Completely??Table2.2AHypotheticalPsychographicProfileoftheTechno-Road-Warrior?Sendsand/orreceives15ormoree-mailmessagesaweek?RegularlyvisitsWebsitestogatherinformationand/ortocomparisonshop?Oftenbuyspersonalitemsvia800numbersand/orovertheInternet?Maytradestocksand/ormaketravelreservationsovertheInternet?Earns$100,000ormoreayear??SocioculturalSegmentation?FamilyLifeCycle?SocialClass?Culture,Subculture,andCross-Culture?FamilyLifeCycle?Phasesafamilygoesthroughintheirformation,growth,andfinaldissolution–Bachelorhood–Honeymooners–Parenthood–Post-parenthood–Dissolution?Explicitbasis:maritalstatus,familystatus?Implicitbasis:age,income,employment?Use-RelatedSegmentation?RateofUsage–Heavyvs.Light?AwarenessStatus–Awarevs.Unaware?BrandLoyalty–BrandLoyalvs.BrandSwitchers?Usage-SituationSegmentation?Segmentingonthebasisofspecialoccasionsorsituations??BenefitSegmentation?Segmentingonthebasisofthemostimportantandmeaningfulbenefit–Toothpastecanbeboughtfor?Goodtaste?Freshbreath?Whiteteeth?Cavityprotection??HybridSegmentationApproaches?Psychographic-DemographicProfiles?GeodemographicSegmentation?SRIConsulting'sValuesandLifestyleSystem(VALSTM)?Table2.3Demographic-PsychographicProfileofNewsweek?Totaladultreaders19,593,000?Men?Professionals/Managers?Age35-49?Householdincome>$100,000?Married?OwnlaptopPC?Spent$3000+onvacationlastyear?%Index?100.0100?55.9117?35.3174?36.5114?25.1172?62.4109?12.0150?12.3164??STRUGGLERS?FULFILLEDS?BELIEVERS?ACHIEVERS?EXPERIENCERS?STRIVERS?MAKERS?LowResources?HighResources?ActionOriented?StatusOriented?PrincipleOriented?ACTUALIZERSVALS??VALS2SegmentsandParticipationinSelectedSports?CriteriaForEffectiveTargetingofMarketSegments?Identification?Sufficiency?Stability?Accessibility?Responsiveness??Table2.4MarketSegmentation?Occupation?SEGMENTATIONBASE?SELECTEDSEGMENTATIONVARIABLES?GeographicSegmentation?Climate?Densityofarea?CitySize?Region?Southwest,MountainStates,Alaska,Hawaii?Majormetropolitanareas,smallcities,towns?Urban,suburban,exurban,rural?Temperate,hot,humid,rainy?DemographicSegmentation?Income?Maritalstatus?Sex?Age?Under11,12-17,18-34,35-49,50-64,65-74,75-99,100+?Male,female?Single,married,divorced,livingtogether,widowed?Under$25,000,$25,000-$34,999,$35,000-$49,999,$50,000-$74,999,$75,000-$99,999,$100,000andover?Education?Somehighschool,highschoolgraduate,somecollege,collegegraduate,postgraduate?Professional,blue-collar,white-collar,agricultural,military??Table2.5,continued?SEGMENTATIONBASE?SELECTEDSEGMENTATIONVARIABLES?PsychologicalSegmentation?Learning-involvement?Perception?Personality?Needs-motivation?Shelter,safety,security,affection,senseofself-worth?Extroverts,noveltyseeker,aggressives,lowdogmatics?Low-risk,moderate-risk,high-risk?Low-involvement,high-involvement?Psychographic?Subcultures(Race/ethnic)?Religion?Cultures?(Lifestyle)Segmentation?Economy-minded,couchpotatoes,outdoorsenthusiasts,statusseekers?American,Italian,Chinese,Mexican,French,Pakistani?Catholic,Protestant,Jewish,Moslem,other?African-American,Caucasian,Asian,Hispanic?Familylifecycle?Socialclass?Lower,middle,upper?Bachelors,youngmarried,fullnesters,emptynesters?Attitudes?Positiveattitude,negativeattitude?SocioculturalSegmentation??SEGMENTATIONBASE?SELECTEDSEGMENTATIONVARIABLES?Use-RelatedSegmentation?Brandloyalty?Awarenessstatus?Usagerate?Heavyusers,mediumusers,lightusers,nonusers?Unaware,aware,interested,enthusiastic?None,some,strong?Usage-SituationSegmentation?Location?Objective?Time?Leisure,work,rush,morning,night?Personal,gift,snack,fun,achievement?Home,work,friend'shome,in-store?Person?Self,familymembers,friends,boss,peers?BenefitSegmentation?Convenience,socialacceptance,longlasting,economy,value-for-the-money?Geodemographics?“MoneyandBrains,”“BlackEnterprise,”“OldYankeeRows,”“DowntownDixie-Style”?Demographic/?Psychographics?Combinationofdemographicandpsychographicprofilesofconsumersegmentsprofiles?SRIVALSTM?Actualizer,fulfilled,believer,achiever,striver,experiencer,maker,struggler?HybridSegmentation?Case:MingmingandLily?TypesofConsumerDecisionMaking?InitialPurchases–ComplexDecisionMaking–LimitedProblemSolving?HabitualPurchases–Brandloyalty–Inertia?