1、市場營銷專業英語電子教案第五章市場營銷專業英語電子教案第五章市場營銷專業英語電子教案第五章Chapter 5 Segmentation, targeting and positioning一、教學目標1. 了解市場細分理論及其重要性；2理解市場細分；3掌握目標市場策略和市場定位策略；二、課時分配共三節，每節安排4個課時三、教學重點難點1. 市場細分的概念2. 目標市場選擇策略3市場定位四、教學大綱第一節Segmentation1. Mass Marketing2. Segment Marketing3. Niche Marketing4. Micromarketing第二節Targeting1

2、. Evaluating Market Segments2. Targeting Strategy第三節Positioning1. What Is Market Positioning?2. Positioning Strategy五、主要概念1. segmentation2. targeting3. positioning六、教學案例（注：不要與教材的案例重復）A Product Positioning Case Study: Southwest Airlines Is Sitting PrettyHave you ever flown on Southwest Airlines? They

3、re a terrific, low-cost outfit that has a marvelous safety record and gets you where you want to go on time. In order to keep things simple and offer low prices, Southwest doesnt provide assigned seating. You have to arrive at the airport early or print out a boarding pass get on line at the gate, a

4、nd then board the plane on a first-come, first-served basis. Survival of the fittest. Very recently, Southwest has started designating your place on line. However, when boarding starts and you get on the plane, its every man, woman and child for themselves. On a crowded flight, when everyones got ca

5、rry-on luggage, it can be a bit like a rugby match. So how does Southwest handle the fact that they dont offer the convenience of reserved seating? In a brand new TV commercial, they turn it into a benefit! Heres how: The spot starts with HYPERLINK /search/?itc=p&action=filter&addFilter=entity_pn:%2

6、2Billy%22 o Billy Billy being put into a high chair. His mom tells him where to sit. Cut to Billy in school, where his teacher tells him where to sit . cut to Bills first day on the job in an office and his boss telling him where to sit . cut to Bill at the airport. The ticket agent, on some other a

7、irline, gives Bill his assigned seat number and tells him where to sit. That does it for the poor guy! The announcer tells us, So Bill switched to Southwest Airlines. Now Bill sits where Bill wants. Freedom to choose on Southwest Airlines. Terrific! By using some powerful advertising Jiu-jitsu, Sout

8、hwest turns a serious disadvantage into a benefit. The free-for-all scramble for a favorite seat is transformed into a liberating expression of individual freedom. This is an example of the power of positioningof how a marketer decides to best position their product or service in the consumers mind.

9、 Of course, Southwest Airlines, like all companies, can choose from a huge number of positions. For example, Southwest could have positioned themselves as: - The on-time airline - The no-frills airline - The low-cost airline - The safety-conscious airline - The friendly airline - The we-serve-the-We

10、st airline - The sexy flight-attendant airline (This is not my sordid idea. Years ago this was Southwest Airlines actual advertising positioning. In fact, all stewardesses were required to wear hot pants and go-go boots!) The bottom line? In the TV spot mentioned above, Southwest chose a free-to-sit

11、-anywhere positioning. Why did they go this route? (No pun intended.) We can only infer that they felt the need to counter an unpleasant customer perceptionthat Southwests free-for-all seating policy was a royal pain in the neck. The point of all this, of course, is not to investigate airline seating procedures, but to demonstrate how a fresh approach to positioning can be used to build a business. If you can