Chiến lược marketing

Bài 5: Phân khúc thị trường và

định vị

Nội dung
1. Phân tích khách hàng hiện tại và tương lai
2. Các yếu tố ảnh hưởng đến hành vi khách
hàng
3. Nguyên lý định vị cạnh tranh
4. Nguyên lý phân khúc thị trường
5. Thực hiện việc phân khúc thị trường

1
Figure 4.1
Who is the customer?

Figure 4.2
Understanding customers – the key questions

2
Factors affecting customer behaviour

• Customer characteristics & psychology

• Buying decision process
• Buying situations
• Customer involvement

Figure 4.3
Marketing research methods

3
Figure 7.1
Competitive positioning and market
segmentation

Figure 7.2
Stages in segmentation and positioning

4
Figure 7.3
Positioning risks and errors

Underlying requirements for market

segmentation

• Customers must differ from one another in

some important respect
• Segment targets can be identified by
measurable characteristics
• Selected segments be isolated from the
remainder of the market, enabling them to be
targeted with a distinct market offering

5
Major issues in market segmentation

• The methodology of market segmentation;

• The criteria for testing segments as robust
market targets;
• The strategic segmentation decision itself;
• The implementation of segmentation strategy
in the company.

Figure 7.4
Background customer characteristics

6
Customer attitudinal and behavioural
characteristics

• Benefit segmentation
• Perceptions and preferences
• Purchase behavior
• Consumption behavior
• Communication behavior
• Response to elements of the marketing mix
• Relationship-seeking characteristics

Segmenting business markets

• Background company characteristics;

• Attitudinal characteristics;
• Behavioural characteristics.

7
Figure 7.5
Levels of segmentation

Figure 7.6
Market segment attractiveness and
organisational resource strength