清華MBA系列課件：消費行為學(xué)—Lec2Lecture2ConsumerBehavior

Buying,Having,andBeing

MichaelR.SolomonMarketSegmentationMarketingStrategySelectionoftargetmarkets(segments)Developmentofeffectivemarketingprogramsto“win”thesemarketsMarketSegmentationTheprocessofdividingapotentialmarketintodistinctsubsetsofconsumersandselectingoneormoresegmentsasatargetmarkettobereachedwithadistinctmarketingmix.ThreePhasesofMarketingStrategyPhase1:MarketSegmentationPhase2:TargetMarketandMarketingMixSelectionPhase3:Product/BrandPositioningBasesforSegmentationGeographicSegmentationDemographicSegmentationPsychologicalSegmentationPsychographicSegmentationSocioculturalSegmentationUse-RelatedSegmentationUsage-SituationSegmentationBenefitSegmentationHybridSegmentationApproachesGeographicSegmentationThedivisionofatotalpotentialmarketintosmallersubgroupsonthebasisofgeographicvariables(e.g.,region,state,orcity).DemographicSegmentationAgeSexMaritalStatusIncome,Education,andOccupationAgeAgeEffectOccurrencesduetochronologicalageCohortEffectsOccurrencesduetogrowingupduringaspecifictimeperiodSexTraditionalrolesofmenandwomeninpurchasesChangingsexrolesDual-incomehouseholdsWorkingwomenlessaccessiblethroughtraditionalmediaMaritalStatusHouseholdsasaconsumingunitSinglesDivorcedSingleparentsDual-incomemarriedIncome,Education,andOccupationIncomeoftencombinedwithothervariablesforsegmentationThethreevariablestendtobecorrelatedPsychologicalSegmentationMotivationsPersonalityPerceptionsLearningAttitudesAIOsPsychographic(lifestyle)variablesthatfocusonactivities,interests,andopinions.Table2.1ExcerptsfromAIOInventoryInstructions:Pleasereadeachstatementandplacean“x”intheboxthatbestindicateshowstronglyyou“agree”or“disagree”withthestatement.Ifeelthatmylifeismovingfasterandfaster,sometimesjusttoofast.IfIcouldconsiderthe“pluses”and“minuses,”technologyhasbeengoodforme.IfindthatIhavetopullmyselfawayfrome-mail.Givenmylifestyle,Ihavemoreofashortageoftimethanmoney.IlikethebenefitsoftheInternet,butIoftendon’thavethetimetotakeadvantageofthem.[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]AgreeCompletelyDisagreeCompletelyTable2.2AHypotheticalPsychographicProfileoftheTechno-Road-WarriorSendsand/orreceives15ormoree-mailmessagesaweekRegularlyvisitsWebsitestogatherinformationand/ortocomparisonshopOftenbuyspersonalitemsvia800numbersand/orovertheInternetMaytradestocksand/ormaketravelreservationsovertheInternetEarns$100,000ormoreayearSocioculturalSegmentationFamilyLifeCycleSocialClassCulture,Subculture,andCross-CultureFamilyLifeCyclePhasesafamilygoesthroughintheirformation,growth,andfinaldissolutionBachelorhoodHoneymoonersParenthoodPost-parenthoodDissolutionExplicitbasis:maritalstatus,familystatusImplicitbasis:age,income,employmentUse-RelatedSegmentationRateofUsageHeavyvs.LightAwarenessStatusAwarevs.UnawareBrandLoyaltyBrandLoyalvs.BrandSwitchersUsage-SituationSegmentationSegmentingonthebasisofspecialoccasionsorsituationsBenefitSegmentationSegmentingonthebasisofthemostimportantandmeaningfulbenefitToothpastecanbeboughtforGoodtasteFreshbreathWhiteteethCavityprotectionHybridSegmentationApproachesPsychographic-DemographicProfilesGeodemographicSegmentationSRIConsulting’sValuesandLifestyleSystem(VALSTM)Table2.3Demographic-PsychographicProfileofNewsweekTotaladultreaders19,593,000MenProfessionals/ManagersAge35-49Householdincome>$100,000MarriedOwnlaptopPCSpent$3000+onvacationlastyear% Index100.010055.911735.317436.511425.117262.410912.015012.3164STRUGGLERSFULFILLEDSBELIEVERSACHIEVERSEXPERIENCERSSTRIVERSMAKERSLowResourcesHighResourcesActionOrientedStatusOrientedPrincipleOrientedACTUALIZERSVALSVALS2SegmentsandParticipationinSelectedSportsCriteriaForEffectiveTargetingofMarketSegmentsIdentificationSufficiencyStabilityAccessibilityResponsivenessTable2.4MarketSegmentationOccupationSEGMENTATIONBASESELECTEDSEGMENTATIONVARIABLESGeographicSegmentationClimateDensityofareaCitySizeRegionSouthwest,MountainStates,Alaska,HawaiiMajormetropolitanareas,smallcities,townsUrban,suburban,exurban,ruralTemperate,hot,humid,rainyDemographicSegmentationIncomeMaritalstatusSexAgeUnder11,12-17,18-34,35-49,50-64,65-74,75-99,100+Male,femaleSingle,married,divorced,livingtogether,widowedUnder$25,000,$25,000-$34,999,$35,000-$49,999,$50,000-$74,999,$75,000-$99,999,$100,000andoverEducationSomehighschool,highschoolgraduate,somecollege,collegegraduate,postgraduateProfessional,blue-collar,white-collar,agricultural,militaryTable2.5,continuedSEGMENTATIONBASESELECTEDSEGMENTATIONVARIABLESPsychologicalSegmentationLearning-involvementPerceptionPersonalityNeeds-motivationShelter,safety,security,affection,senseofself-worthExtroverts,noveltyseeker,aggressives,lowdogmaticsLow-risk,moderate-risk,high-riskLow-involvement,high-involvementPsychographicSubcultures(Race/ethnic)ReligionCultures(Lifestyle)SegmentationEconomy-minded,couchpotatoes,outdoorsenthusiasts,statusseekersAmerican,Italian,Chinese,Mexican,French,PakistaniCatholic,Protestant,Jewish,Moslem,otherAfrican-American,Caucasian,Asian,HispanicFamilylifecycleSocialclassLower,middle,upperBachelors,youngmarried,fullnesters,emptynestersAttitudesPositiveattitude,negativeattitudeSocioculturalSegmentationSEGMENTATIONBASESELECTEDSEGMENTATIONVARIABLESUse-RelatedSegmentationBrandloyaltyAwarenessstatusUsagerateHeavyusers,mediumusers,lightusers,nonusersUnaware,aware,interested,enthusiasticNone,some,strongUsage-SituationSegmentationLocationObjectiveTimeLeisure,work,rush,morning,nightPersonal,gift,snack,fun,achievementHome,work,friend’shome,in-storePersonSelf,familymembers,friends,boss,peersBenefitSegmentationConvenience,social