Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Market Segmentation,Targeting andPositioning,Tourism Marketing Unit,Delivered by:Amy Li,Market Segmentation,Targeting,Learning Outcomes,After this session,you should be able to:,1.Define what is meant by segmentation,targeting and positioning.,2.List and understand the major bases for segmentation.,3.Conduct an STP analysis to your business.,Learning OutcomesAfter this,Different customers are looking for different benefits from the goods and services they purchase.,I prefer natrual scenic spots.,I prefer historical sites,I like the service here.,This is too expensive.,Different customers are lookin,The resources and capabilities of a company are limited,Customer Demand,Companys Resources,Ive tried the best,but still cant satisfy the customer.,The resources and capabilities,TARGET MARKETING,The key steps in target marketing are:,Market segmantation,Market targeting,Market positioning,TARGET MARKETINGThe key ste,Market segmantation,The process of dividing the total market,for a good or service,into,several smaller groups,each of which tends to be homogeneous,(or similar),in all significant aspects.,Market segmantationThe proc,Benifits of Market Segmentation,By using the strategy of market segmentation,a company can design products that closely match the,demands,of particular groups;,a small firm with limited resources can,compete,very effectively in one or two market segments;,marketers can make more efficient use of,budget,;,marketers can use advertising media and,promotional methods,more effectively;,How do we segment consumer markets?,Benifits of Market Segmenta,Segmentation Bases,Geographic,Examples of typical market segments,Region,districts,postcode areas,blocks,City size,under25000,25000-100000.,Urban/rural,urban,suburban,country town,rural,Climate,hot,temperate,cold,Segmentation BasesGeographi,Segmentation Bases,Demographic,Examples of typical segments,Age,Gender,Family lifecycle stage young single,young married no,children,full nest family,Education high school,bachelor,master,Occupation manager,professional,clerial,student,technician,sales,Income,Religion Protestant,Moslem,Buddism,Segmentation BasesDemograph,Segmentation Bases,Phycographic,Examples of typical segments,Social class upper,upper middle,lower middle,blue collar,Personality ambitious,self-confident,introverted,extroverted,sociable,Lifestyle Family-focused,adventurous,health-and-fitness-oriented,Segmentation BasesPhycograp,Segmentation Bases,Behavioural(or product-related bases),Benifits desired (,wide variation,depending on product),Usage rate non-user,light-user,heavy user,Loyalty status always buy one brand or from one,supplier;,buy from a narrow range of preferred,brands or suppliers;,buy on price,convenience or impulse,Segmentation BasesBehaviour,Bases for segmenting markets,Bases for seg,Market Segmentation,A practical segmentation requires the following:,The customers in a segment must be,accessible,to the firm.,Each targeted segment must be,large enough,to produce a return on the firms investment in marketing to them.,Market SegmentationA practical,segment3,Which one to choose?,Market targeting,segment2,segment1,segment3Which one to choose?,Market targeting,Once a firm has segmented the total market for its product,its next task is to select one or more segments as its target market(s).,The firm can follow one of the strategies below:,Market aggregation.,Single-segment strategy.,Multiple-segment strategy.,Market targetingOnce a firm,Market Aggregation,无差异策略,可口可乐,致力于顾客需求的共同点,appeal to a wide range of consumers with a generic product/service,不管细分市场有什么区别，我只用这一种产品打遍所有市场,不管细分市场有什么区别，我只用这一种产品打遍所有市场,Market Aggregatio,segment,segment,Market Mix,这么多细分市场，我只做一个,Single-segment Strategy,单,一目标市场,策略,provide a product specifically tailored to a certain target market,segmentsegmentMarket Mix这么多细分市,Single-segment Strategy,Contiki Tours,Contiki是一种半自助旅行方式，选择好欧洲、北美、东南亚的旅游线路之后，自己办理签证，购买机票，飞赴集合地，然后大家一起旅行。,年轻，是可不可参加Contiki的首要条件，具体到,18岁以上，35岁以下,，不论你是什么身份，过了35岁，哦，对不起，倒贴钱，你也不能参加什么Contiki了。甚至连导游和司机，都是来自世界各地18至35岁的朝气蓬勃的年轻人。完全是个年轻人的嘉年华会，一起疯一起闹，兴趣趋同，少了代沟的烦恼。,Single-segment StrategyCont,segment,segment,segment,Market Mix,1,Market Mix,2,Market Mix,3,致力于顾客需求的不同点,这些细分市场我都要，我要为每个细分市场设计一个营销组合,Multiple-segment Strategy,差异策略,segmentsegmentsegmentMarket Mi,旅游市场营销STP分析课件,Target Marketing Strategies,single marketing mix,market segment A,market segment B,market segment C,Single-segment,Strategy,market segment A,market segment B,market segment C,market mix A,market mix B,market mix C,Multiple-segment Strategy,Market,Aggregation,single marketing mix,one mass,undifferentiated market,Target Marketing Strategies,Market segmentation and targeting,Project,Please identify specific groups of potential cus