选择目标市场与市场定位(1)

,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,8-,*,Segmentation,Targeting,and Positioning:Building the Right Relationships with the Right Customers,市场细分、选择目标市场和市场定位,0,Objectives,目标,Beabletodefinethethreestepsoftargetmarketing:marketsegmentation,targetmarketing,andmarketpositioning.,Understandthemajorbasesforsegmentingconsumerandbusinessmarkets.,说明,目,目标,市,市场,营,营销,的,的三,个,个步,骤,骤：,市,市场,细,细分,、,、选,择,择目,标,标市,场,场和,市,市场,定,定位,列出并讨论,细,细分市场的,主,主要层次，,以,以及消费者,市,市场和产业,市,市场的细分,因,因素,1,Objectives,目标,Knowhow companies identify attractive marketsegmentsand how they choosea target marketing strategy.,Comprehendhowcompaniesposition theirproducts for maximumcompetitive advantage.,解释公司如,何,何识别有吸,引,引力的细分,市,市场并选择,市,市场覆盖策,略,略,论述公司如,何,何定位自己,的,的产品，使,其,其在市场上,具,具有最大的,竞,竞争优势,2,Sellsmultiplebrands within the same productcategoryfor avariety of products,Brands featurea different mixof benefits and appeal to different segments,Has also identifieddifferentniches,within,certain segments,Product modifications areuseful:Tide offersseven different productformulations toserve different nichesneeds,Procter&Gamble,宝洁,CaseStudy,案例研究,3,Definition,定义,Market Segmentation:,Dividing amarket into distinct groups with distinct needs,characteristics,orbehavior who might require separateproductsor marketing mixes.,市场细分：,根据消费者,的,的不同需求,、,、特征和行,为,为，将一个,市,市场分为几,个,个有明显区,别,别的消费者,群,群体，他们,可,可能需要不,同,同的产品和,市,市场营销组,合,合。,4,SegmentingConsumerMarkets,消费者细分,市,市场,地理细分,营销组合因,地,地理差异而,不,不同,人口细分,最常见的细,分,分方式,人口与需要,、,、需求和使,用,用率密切相,关,关,心理细分,基于生活方,式,式、社会阶,层,层和人格的,细,细分,行为细分,通常首先进,行,行,Geographical segmentation,Marketingmixesarecustomized geographically,Demographic segmentation,Mostpopular segmentation,Demographics are closelyrelated toneeds,wants and usage rates,Psychographic segmentation,Lifestyle,social class,and personality-based segmentation,Behavioralsegmentation,Typicallydonefirst,5,GeographicSegmentation Variables,地理细分变,量,量,WorldRegion orCountry,U.S.region,State,City,Neighborhood,Cityor Metro Size,Density,Climate,世界地区或,国,国家,国内地区,州,城市,周边地区,城市或交通,规,规模,人口密度,气候,6,Age,Gender,Family size,Family life cycle,Income,Occupation,Education,Religion,Race,Generation,Nationality,年龄,性别,家庭人口,家庭生活周,期,期,职业,教育,宗教,民族,年代,国籍,GeographicSegmentation Variables,地理细分变,量,量,7,Occasions,Benefits,UserStatus,UserRates,Loyalty Status,ReadinessStage,Attitude TowardtheProduct,购买时机,寻求利益,使用者情况,使用程度,忠诚度,购买准备阶,段,段,品牌崇信,BehavioralSegmentation Variables,行为细分变,量,量,8,SegmentingBusinessMarkets,产业市场细,分,分,客户情况,行业、公司,规,规模、地点,经营特点,技术、使用,者,者和非使用,者,者、客户能,力,力,购买方式,形势因素,紧迫性、具,体,体应用、订,货,货规模,个性特点,买卖双方相,似,似性、风险,态,态度、忠诚,度,度,Demographic segmentation,Industry,company size,location,Operatingvariables,Technology,usage status,customercapabilities,Purchasingapproaches,Situational factors,Urgency,specific application,sizeof order,Personal characteristics,Buyer-seller similarity,attitudestoward risk,loyalty,9,SegmentingInternationalMarkets,国,际,际,市,市,场,场,细,细,分,分,地,理,理,细,细,分,分,处,所,所,或,或,区,区,域,域,经,济,济,因,因,素,素,收,或,或,经,经,济,济,发,发,展,展,水,水,平,平,政,策,策,和,和,法,法,律,律,因,因,素,素,政,府,府,的,的,稳,稳,定,定,度,度/,类,类,型,型,、,、,金,金,融,融,政,政,策,策,、,、,官,官,僚,僚,程,程,度,度,文,化,化,因,因,素,素,语,言,言,、,、,宗,宗,教,教,、,、,价,价,值,值,观,观,、,、,态,态,度,度,、,、,习,习,惯,惯,、,、,行,行,为,为,模,模,式,式,Geographicsegmentation,Locationorregion,Economicfactors,Populationincomeorlevelofeconomicdevelopment,Politicalandlegalfactors,Type/stabilityofgovernment,monetaryregulations,amountofbureaucracy,etc.,Culturalfactors,Language,religion,values,attitudes,customs,behavioralpatterns,10,RequirementsforEffectiveSegmentation,有,效,效,细,细,分,分,的,的,要,要,求,求,可,测,测,量,量,性,性,细,分,分,市,市,场,场,的,的,规,规,模,模,、,、,购,购,买,买,力,力,、,、,基,基,本,本,情,情,况,况,可,接,接,近,近,性,性,能,够,够,接,接,近,近,并,并,提,提,供,供,服,服,务,务,实,在,在,性,性,足,够,够,大,大,并,并,且,且,能,能,够,够,赢,赢,利,利,可,辨,辨,别,别,性,性,有,不,不,同,同,的,的,反,反,应,应,可,行,行,性,性,可,以,以,实,实,行,行,有,有,效,效,方,方,案,案,Measurable,Size,purchasingpower,andprofileofsegment,Accessible,Canbereachedandserved,Substantial,Largeandprofitableenoughtoserve,Differentiable,Responddifferently,Actionable,Effectiveprogramscanbedeveloped,11,TargetMarketing,确,定,定,目,目,标,标,市,市,场,场,EvaluatingMarketSegments,Segmentsizeandgrowth,Segmentstructuralattractiveness,Levelofcompetition,Substituteproducts,Powerofbuyers,Powerfulsuppliers,Companyobjectivesandresources,评,估,估,细,细,分,分,市,市,场,场,细,分,分,市,市,场,场,的,的,规,规,模,模,与,与,增,增,长,长,特,特,性,性,细,分,分,市,市,场,场,的,的,结,结,构,构,优,优,势,势,竞争水平,替代产品,购买力,有力,的,的供,应,应商,公司,目,目标,和,和资,源,源,12,TargetMarketing,确定,目,目标,市,市场,TargetMarketingStrategies,Undifferentiated(mass)marketing,Differentiated(segmented)marketing,Concentrated(niche)marketing,Micromarketing(localorindividual)marketing,选择,细,细分,市,市场,无差,异,异营,销,销,差异,化,化营,销,销,集中,营,营销,微市,场,场营,销,销,13,TargetMarketing,确定,目,目标,市,市场,ChoosingaTarget-MarketingStrategyRequiresConsiderationof:,Companyresources,Thedegreeofproductvariability,Productslife-cyclestage,Marketvariability,Competitorsmarketingstrategies,选择,目,目标,市,市场,要,要考,虑,虑：,公司,资,资源,产品,可,可变,程,程度,产品,生,生命,周,周期,阶,阶段,市场,可,可变,性,性,竞争,者,者的,营,营销,策,策略,14,TargetMarketing,确定,目,目标,市,市场,SociallyResponsibleTargeting,Somesegmentsa