清华MBA系列课件：消费行为学—Lec2

1-1Lecture2ConsumerBehaviorBuying,Having,andBeingMichaelR.SolomonMarketSegmentation1-2MarketingStrategy•Selectionoftargetmarkets(segments)•Developmentofeffectivemarketingprogramsto“win”thesemarkets1-3MarketSegmentationTheprocessofdividingapotentialmarketintodistinctsubsetsofconsumersandselectingoneormoresegmentsasatargetmarkettobereachedwithadistinctmarketingmix.1-4ThreePhasesofMarketingStrategy•Phase1:MarketSegmentation•Phase2:TargetMarketandMarketingMixSelection•Phase3:Product/BrandPositioning1-5BasesforSegmentation•GeographicSegmentation•DemographicSegmentation•PsychologicalSegmentation•PsychographicSegmentation•SocioculturalSegmentation•Use-RelatedSegmentation•Usage-SituationSegmentation•BenefitSegmentation•HybridSegmentationApproaches1-6GeographicSegmentationThedivisionofatotalpotentialmarketintosmallersubgroupsonthebasisofgeographicvariables(e.g.,region,state,orcity).1-7DemographicSegmentation•Age•Sex•MaritalStatus•Income,Education,andOccupation1-8Age•AgeEffect–Occurrencesduetochronologicalage•CohortEffects–Occurrencesduetogrowingupduringaspecifictimeperiod1-9Sex•Traditionalrolesofmenandwomeninpurchases•Changingsexroles–Dual-incomehouseholds•Workingwomenlessaccessiblethroughtraditionalmedia1-101-11MaritalStatus•Householdsasaconsumingunit–Singles–Divorced–Singleparents–Dual-incomemarried1-12Income,Education,andOccupation•Incomeoftencombinedwithothervariablesforsegmentation•Thethreevariablestendtobecorrelated1-13PsychologicalSegmentation•Motivations•Personality•Perceptions•Learning•Attitudes1-141-151-161-17AIOsPsychographic(lifestyle)variablesthatfocusonactivities,interests,andopinions.1-18Table2.1ExcerptsfromAIOInventoryInstructions: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]AgreeCompletelyDisagreeCompletely1-19Table2.2AHypotheticalPsychographicProfileoftheTechno-Road-Warrior•Sendsand/orreceives15ormoree-mailmessagesaweek•RegularlyvisitsWebsitestogatherinformationand/ortocomparisonshop•Oftenbuyspersonalitemsvia800numbersand/orovertheInternet•Maytradestocksand/ormaketravelreservationsovertheInternet•Earns$100,000ormoreayear1-201-21SocioculturalSegmentation•FamilyLifeCycle•SocialClass•Culture,Subculture,andCross-Culture1-22FamilyLifeCycle•Phasesafamilygoesthroughintheirformation,growth,andfinaldissolution–Bachelorhood–Honeymooners–Parenthood–Post-parenthood–Dissolution•Explicitbasis:maritalstatus,familystatus•Implicitbasis:age,income,employment1-23Use-RelatedSegmentation•RateofUsage–Heavyvs.Light•AwarenessStatus–Awarevs.Unaware•BrandLoyalty–BrandLoyalvs.BrandSwitchers1-24Usage-SituationSegmentation•Segmentingonthebasisofspecialoccasionsorsituations1-251-26BenefitSegmentation•Segmentingonthebasisofthemostimportantandmeaningfulbenefit–Toothpastecanbeboughtfor•Goodtaste•Freshbreath•Whiteteeth•Cavityprotection1-271-28HybridSegmentationApproaches•Psychographic-DemographicProfiles•GeodemographicSegmentation•SRIConsulting’sValuesandLifestyleSystem(VALSTM)1-29Table2.3Demographic-PsychographicProfileofNewsweek•Totaladultreaders19,593,000•Men•Professionals/Managers•Age35-49•Householdincome$100,000•Married•OwnlaptopPC•Spent$3000+onvacationlastyear%Index100.010055.911735.317436.511425.117262.410912.015012.31641-30STRUGGLERSFULFILLEDSBELIEVERSACHIEVERSEXPERIENCERSSTRIVERSMAKERSLowResourcesHighResourcesActionOrientedStatusOrientedPrincipleOrientedACTUALIZERSVALS1-31VALS2SegmentsandParticipationinSelectedSportsPercentofadultsineachVALS2typewhoparticipatedinselectedsportsin1995.02468101214StrugglersBelieversStriversFulfilledsMakersAchieversExperiencersActualizersMountain/rockclimbingJetskiing/waverunning/waterbikingInlineskating1-32CriteriaForEffectiveTargetingofMarketSegments•Identification•Sufficiency•Stability•Accessibility•Responsiveness1-33Table2.4MarketSegmentationOccupationSEGMENTATIONBASESELECTEDSEGMENTATIONVARIABLESGeographicSegmentationClimateDensityofareaCitySizeRegionSouthwest,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,military1-34Table2.5,continuedSEGMENTATIONBASESELECTEDSEGMENTATIONVARIABLESPsychologicalSegmentationLearning-involvementPerceptionPersonalityNeeds-motivationShelter,safety,security,