市場營銷雙語 科特勒 亞洲版 期末總結(jié)_超詳細(xì)版.

1、Chapter 1Marketing: managing profitable customer relationships營銷：管理有價值的顧客關(guān)系 What is marketing?A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. 廣義上，營銷是通過創(chuàng)造和交換產(chǎn)品及價值，從而使個人或群體滿足欲望和需要的社會和管理過程。 狹義上

2、，營銷是指和顧客建立有利可圖、充滿價值的交換關(guān)系。 總之，營銷就是企業(yè)為了從顧客身上獲得利益回報、創(chuàng)造顧客價值和建立牢固顧客關(guān)系的過程。 營銷過程的五個步驟Understand the marketplace and customer needs and wants了解市場及顧客需求和欲望Design a customer-driven marketing strategy設(shè)計(jì)顧客驅(qū)動的營銷戰(zhàn)略Construct a marketing program that delivers superior value構(gòu)建傳遞卓越價值的營銷方案Build profitable relationships

3、 and create customer delight建立有利可圖的關(guān)系，并使顧客滿意Capture value from customers to create profits and customer quality從顧客身上收獲價值，從而創(chuàng)造利潤和顧客資產(chǎn)顧客驅(qū)動下的營銷戰(zhàn)略Selecting customers to serve 選擇效勞對象What customers will we serve?Marketers select customers that can be served profitably通過把市場劃分為不同的顧客和選擇它將要針對的那局部顧客來實(shí)現(xiàn)。營銷管理者必須

4、決定目標(biāo)顧客是誰，以及他們的需求水平、需求時間和性質(zhì)Choosing a value proposition選擇價值方案 How can we serve these customers best?Includes the set of benefits or values a company promises to deliver to consumers to satisfy their needs公司承諾傳遞給顧客用來滿足顧客需求的價值和利益的組合Understanding the MarketplaceNeeds, wants, and demandsMarketing offers:

5、 including products, services and experiencesValue and satisfaction Exchange, transactions and relationships MarketsDefinition should distinguish: Need, Want and DemandNeed: A state of felt deprivation.Want: The form taken by a human need as shaped by culture and individual personality.Demand: Human

6、 wants that are backed by buying power, or wants backed by ability and willingness to buy. 需要、欲望和需求需要：人們感到缺乏的一種狀態(tài)。 欲望：是由需要派生出的一種形式，它受社會文化和人們個性的限制。 需求：具有支付能力的欲望就是需求，人們依據(jù)他們的欲望和支付能力來選擇并購置能最大限度滿足其欲望的產(chǎn)品。 Marketing offerCombination of products, services, information or experiences that satisfy a need or w

7、ant. Offer may include services, activities, people, places, information or ideas.營銷供給物產(chǎn)品、效勞和體驗(yàn)營銷供給物是提供給某個市場來滿足某種需要和欲望的產(chǎn)品、效勞、信息和體驗(yàn)的組合。更廣義上，還包括人員、地點(diǎn)、組織、信息和思想等。 如果過多地注重實(shí)物產(chǎn)品本身，而無視產(chǎn)品所提供的利益，往往會導(dǎo)致錯誤，犯上“營銷近視癥。 Customer value and satisfactionCustomer value: the customers evaluation of the difference between

8、 all the benefits and all the costs of a marketing offer relative to those of competing offers.Customer satisfaction: the extent to which a products perceived performance matches a buyers expectations.顧客價值和顧客滿意顧客感知價值是指與其他競爭產(chǎn)品相比，顧客對擁有或使用某種產(chǎn)品的總利益和總本錢進(jìn)行衡量后的差額價值。 顧客滿意取決于產(chǎn)品的感知使用效果，如果產(chǎn)品的感知使用效果低于顧客的期望，他們就不

9、滿意；如果產(chǎn)品的感知使用效果與顧客的期望一致，他們就滿意；如果產(chǎn)品的感知使用效果高于顧客期望，他們會高度滿意或非?？鞓?。 Exchange and relationshipExchange: the act of obtaining a desired object from someone by offering something in return.One exchange is not the goal, relationships with several exchanges are the goal.Relationships are built through deliverin

10、g value and satisfaction.交換和關(guān)系交換是指從他人那里取得想要的物品，同時以某種物品作為回報的行為。 營銷包括與想要某種產(chǎn)品、效勞、思想或其他事物的目標(biāo)人群建立和保持合理交換關(guān)系的所有活動。 MarketThe set of all actual and potential buyers of a product or service.市場市場是指某種產(chǎn)品的實(shí)際購置者和潛在購置者的集合。這些購置者都具有某種購置欲望和需要，并且能夠通過交換得到滿足。 Marketing management philosophiesProduction conceptProduct co

11、nceptSelling conceptMarketing conceptSocietal marketing conceptProduction concept生產(chǎn)觀念The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency.顧客會接受任何他能買到并且買得起的產(chǎn)品。因此，管理的主要任

12、務(wù)就是提高生產(chǎn)和分銷的效率，這種觀念是最早的營銷思想。 容易導(dǎo)致營銷近視，因?yàn)楣具^度集中于自身運(yùn)作，而失去了對滿足顧客需求和建立顧客關(guān)系的真正目標(biāo)。 Product concept產(chǎn)品觀念The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements. 認(rèn)為

13、顧客喜歡質(zhì)量最好、操作性最強(qiáng)、創(chuàng)新功能最多的產(chǎn)品。因此，公司集中力量改進(jìn)產(chǎn)品。 例如，一些制造商相信，如果他們能生產(chǎn)出更好的捕鼠器，就會顧客盈門。 導(dǎo)致營銷近視。 Selling concept推銷觀念The idea that consumers will not buy enough of the organizations products unless the organization undertakes a large-scale selling and promotion effort.如果組織不進(jìn)行大規(guī)模的促銷和推銷，顧客就不會購置足夠多的產(chǎn)品，這種觀念在非渴求類商品的廠商中尤

14、為盛行。 所謂非渴求商品，是指在正常情況下，顧客不想購置的商品，例如保險。 Marketing concept營銷觀念The marketing management philosophy that holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.實(shí)現(xiàn)組

15、織目標(biāo)的關(guān)鍵在于正確確定目標(biāo)市場的欲望和需要，并不競爭者更有效地滿足顧客的欲望和需要。 在營銷觀念下，得到顧客的關(guān)注和顧客價值才是銷售和獲利之路。 Societal marketing concept社會營銷觀念The idea that the organization should determine the needs, wants, and interests of target markets and deliver the desired satisfactions more effectively and efficiently than do competitors in a

16、way that maintains or improves the consumers and societys well being.營銷戰(zhàn)略在給顧客傳遞價值時應(yīng)該保持或開展消費(fèi)者與社會的雙方面的利益。 社會營銷觀念要求營銷人員在公司利潤、顧客需要和社會利益三方面進(jìn)行平衡。 Chapter 2Company and marketing strategy: partnering to build customer relationships企業(yè)戰(zhàn)略和營銷戰(zhàn)略：協(xié)同構(gòu)建客戶關(guān)系 Strategic PlanningThe process of developing and maintainin

17、g a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.在組織的目標(biāo)和能力與組織不斷變化的營銷時機(jī)之間建立和保持戰(zhàn)略配適的過程。 Steps in strategic planning戰(zhàn)略方案的階段和步驟Corporate level公司層級 Defining the company mission定義公司使命 Setting company objectives and goals 設(shè)定公司目標(biāo) Designing the busin

18、ess portfolio, business unit, product, and market level規(guī)劃業(yè)務(wù),業(yè)務(wù)單位、產(chǎn)品和市場層級Planning marketing and other functional strategies 方案營銷和其他職能戰(zhàn)略The Business Portfolio業(yè)務(wù)組合A business portfolio is the collection of businesses and products that make up the company業(yè)務(wù)組合就是構(gòu)成公司的業(yè)務(wù)和產(chǎn)品的集合。 Business portfolio planning i

19、nvolves two steps:Analyzing the current business portfolio Shaping the future portfolio by developing strategies必須分析當(dāng)前的業(yè)務(wù)組合，對其進(jìn)行優(yōu)化； 制定成長戰(zhàn)略，塑造未來的業(yè)務(wù)組合Strategic business unit (SBU) 戰(zhàn)略業(yè)務(wù)單位A unit of the company that has a separate mission and objectives and that can be planned independently from other co

20、mpany businesses. An SBU can be a company division, a product line within a division, or sometimes a single product or brand.SBU就是在公司中有獨(dú)立的使命和目標(biāo)，獨(dú)立于公司其他業(yè)務(wù)之外制定方案的一個單元。一個SBU可以是公司的一個分部，可以是分部內(nèi)的一條產(chǎn)品線，有時也可以是一個單獨(dú)的產(chǎn)品或品牌。 Business portfolio analysis業(yè)務(wù)組合分析即評估各個SBU的吸引力，決定各項(xiàng)業(yè)務(wù)應(yīng)當(dāng)給予多大的支持。業(yè)務(wù)組合分析的原那么是堅(jiān)持緊密結(jié)合的原那么，專注于增

21、加與本公司核心哲學(xué)和競爭力密切匹配的產(chǎn)品和業(yè)務(wù)。 大多數(shù)標(biāo)準(zhǔn)的分析方法從兩個維度來評價：SBU所在的市場或產(chǎn)業(yè)的吸引力以及SBU在該市場或產(chǎn)業(yè)中的地位。 The BCG Growth-Share MatrixBCG矩陣Relative Market ShareHighLowMarketGrowthHighLowQuestion MarkStarCashCowDog縱軸上，市場增長率度量市場的吸引力；橫軸上，相對市場份額衡量公司在市場中的實(shí)力和地位，將SBU分為四種類型： 明星業(yè)務(wù)：需要大量資金投入以支持其快速增長。 現(xiàn)金牛業(yè)務(wù)：產(chǎn)生大量現(xiàn)金，支持其他業(yè)務(wù)。 問題業(yè)務(wù)：需要大量現(xiàn)金保持或增加其市

22、場份額。 廋狗業(yè)務(wù)：可能產(chǎn)生足夠現(xiàn)金來滿足自身的需要，但是缺乏以成為大量現(xiàn)金的源泉。 四種戰(zhàn)略投資：增加對業(yè)務(wù)的投入，開展其市場份額； 維持：保持當(dāng)前的投入水平，維持SBU的市場份額； 收獲：不考慮長期效果而是榨取短期現(xiàn)金流； 撤資：通過出售、淘汰或轉(zhuǎn)為他用來放棄某個SBU。 Developing Growth Strategies：Product-market expansion grid產(chǎn)品市場擴(kuò)展方格市場滲透：提高現(xiàn)有產(chǎn)品對現(xiàn)有顧客的銷售額。 市場開發(fā)：為現(xiàn)有產(chǎn)品識別、開發(fā)新的市場。 產(chǎn)品開發(fā)：向現(xiàn)有市場提供改進(jìn)的產(chǎn)品或新產(chǎn)品。 多元化：新產(chǎn)品、新市場。 4Ps vs 4CsProduc

23、tPricePlacePromotionCustomer solutionCustomer costConvenienceCommunication 4P是站在賣方的角度來看市場，4C是從買方來看。顧客感興趣的遠(yuǎn)不只是價格，而是包括取得、使用、處置一個產(chǎn)品在內(nèi)的全部本錢，而且盡可能方便的獲得產(chǎn)品或效勞，希望得到雙方的溝通和交流。 營銷人員首先通過4C來思考，然后用4P來實(shí)施。 Managing the Marketing EffortChapter 5Consumer Markets and Consumer Buyer Behavior消費(fèi)者市場與消費(fèi)者購置行為Consumer buyer

24、behaviorThe buying behavior of final consumers-individuals and households who buy goods and services for personal consumptionConsumer market All the individuals and households who buy or acquire goods and services for personal consumptionModel of consumer behavior 刺激反響模型Marketing and other stimuliMa

25、rketing otherProduct economicPrice technologicalPlace politicalPromotion culturalBuyers black boxBuyer buyerCharacter decision -istics process Buyer responsesProduct choiceBrand choiceDealer choicePurchase timingPurchase amountCharacteristics affecting consumer behaviorCharacteristics affecting cons

26、umer behaviorCulturalSocialPersonalpsychologicalCultureSubcultureSocial classGroups (Opinion leader)FamilyRoles and StatusAge and life-cycle stageOccupationEconomic situationLifestylePersonality and self-conceptMotivationPerceptionLearningBelief and attitudeCultural factors文化因素Culture: The set of ba

27、sic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions.Subculture: A group of people with shared value systems based on common life experiences and situations. They have their own distinct modes of behavior.文化是引發(fā)人類愿望和行為的最根本原因。人類通過家庭和

28、其他社會機(jī)構(gòu)獲得的根本的價值觀、觀念、喜好和行為。 亞文化是基于共同生活經(jīng)驗(yàn)和環(huán)境而帶來的明確的認(rèn)同感和集體感。亞文化包括民族、宗教、種族和地域等。 Social classes社會階層Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors.社會階層是在一個社會中具有相對的同質(zhì)性和穩(wěn)定性的群體，他們按等級排列，每個階層成員具有類似的價值觀、興趣愛好和行為方式。 Social factorsGroups and opin

29、ion leaderFamilyRoles and status Groups and Opinion leader群體和意見領(lǐng)袖Group: two or more people who interact to accomplish individual or mutual goals.Person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others.群體：但凡一個人所附屬并對他

30、有著直接影響的群體成為成員群體，參照群體是指對一個人的態(tài)度與行為有直接或間接影響的所有群體。 意見領(lǐng)袖是附屬于某參照群體，憑借特殊技能、學(xué)識、個性或其他特征，對他人施加影響的人。 FamilyThe family is the most important consumer buying organization in society. Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products an se

31、rvices. Roles and status角色和地位Roles define behavior that members of a group expect of individuals who hold specific positions within it.Status is the relative position of any individual member in a group.每個人在群體中的位置可以用角色和地位來界定。 角色是在群體中人們被期望進(jìn)行的活動內(nèi)容。 每個角色都具有一定的地位，反映著社會的綜合評價。 Personal factorsAge and life

32、-cycle stageOccupationEconomic situationLifestylePersonality and self-conceptLifestyleA persons pattern of living as expressed in his or her activities, interests, and opinions.生活方式是個人生活的模式，可以由其消費(fèi)心態(tài)表現(xiàn)出來，包括消費(fèi)者的活動、興趣和意見，即消費(fèi)者的AIO模式activities, interests, opinions。 PersonalityA persons distinguishing psy

33、chological characteristics that lead to relatively consistent and lasting responses to his or her own environment.個性是指個人獨(dú)特的心理特征，這種心理特征將使個人對環(huán)境作出相對一致和持久的反響。 Brand personalityThe specific mix of human traits that may be attributed to a particular brand.品牌個性是指某種品牌可以具有的人類特質(zhì)的具體組合。研究發(fā)現(xiàn)很多知名品牌都明顯趨向和某種特定個性有較強(qiáng)

34、的關(guān)聯(lián)，這些品牌會吸引那些與相應(yīng)個性特征高度匹配的人群。Self-concept or self-imageThe basic self-concept premise is that peoples possessions contribute to and reflect their identities; that is, “we are what we have. Marketers should understand the relationship between consumer self-concept and possessions.人們的擁有物決定和反映了其地位，“我們有什

35、么就是什么。因此，需要弄清自我觀念和擁有物之間的關(guān)系是什么。 Self-Concept TheoryThe consumers self-concepta persons multifaceted of himself/herselfplays an important role in consumer behavior. The self-concept has four components: real self, self-image, looking-glass self, and ideal selfPsychological factorsMotivationPerceptionL

36、earningBelief and attitudeNeeds and MotivesA need is an imbalance between the consumers actual state and desired state.Motive (drive): A need that is sufficiently pressing to direct the person to seek satisfaction of the need.Physiological NeedsSafety NeedsSocial/Belongingness NeedsEsteem NeedsSelf-

37、Actualization NeedsPerceptionsThe process by which people select, organize, and interpret information to form a meaningful picture of the world.感知是人們收集、整理并解釋信息，形成有意義的世界觀的過程。 Three perceptual processes 感知的篩選過程Selective attention: the tendency for people to screen out most of the information to which

38、they are exposed. 選擇性注意：人們會過濾大局部接觸到的信息，必須盡力吸引消費(fèi)者的注意。 Selection distortion: the tendency of people to interpret information in a way that will support what they already believe. 選擇性曲解：人們將信息加以扭曲，使之符合自己意愿的傾向。 Selective retention: the tendency to retain information that supports their attitudes and beli

39、efs and forget others. 選擇性記憶：人們只記住那些符合自己態(tài)度和信念的信息，忘記其他大量信息Learning學(xué)習(xí)Learning: Changes in an individuals behavior arising from experience.Learning in a marketing concept refers to immediate or expected changes in consumer behavior as a result of experience.學(xué)習(xí)是指由經(jīng)驗(yàn)所引起的個人行為的改變。 對營銷人員而言，學(xué)習(xí)的實(shí)際意義在于他們可以把產(chǎn)品與

40、強(qiáng)烈的驅(qū)動聯(lián)系起來，利用刺激性誘因提供正面強(qiáng)化手段，使人們產(chǎn)生產(chǎn)品需求。 Belief and attitude信念和態(tài)度Belief: A descriptive thought that a person holds about something.Attitude: A persons consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea.信念是人們對事物所持的具體看法，人們往往會按照自己的信念行動。 態(tài)度是指一個人對某些事物或觀念所持的相對

41、穩(wěn)定的評價、感受和傾向。態(tài)度導(dǎo)致人們喜歡或不喜歡某些事情，并對它們親近或是疏遠(yuǎn)。 Types of buying decision behaviorComplex buying behaviorConsumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands.復(fù)雜的購置行為：當(dāng)消費(fèi)者參與購置程度較高，并且覺察到品牌間的顯著差異時的購置行為。 Dissonance-red

42、ucing buying behaviorConsumer buying behavior in situations characterized by high involvement but few perceived differences among brands.尋求平衡的購置行為：當(dāng)消費(fèi)者參與購置程度較高，購置的產(chǎn)品很昂貴、購置不頻繁、有風(fēng)險，但品牌差異不明顯時的購置行為。 Habitual buying behaviorConsumer buying behavior in situations characterized by low consumer involvement

43、and few significant perceived brand differences.習(xí)慣性購置行為：當(dāng)消費(fèi)者參與程度不高，品牌間差異不大時的購置行為。 Variety-seeking buying behaviorConsumer buying behavior in situations characterized by low consumer involvement but significant perceived brand differences.尋求變化的購置行為：消費(fèi)者參與程度低，品牌間差異大，消費(fèi)者經(jīng)常改變品牌的選擇的購置行為。品牌的轉(zhuǎn)變是因?yàn)閷で笞兓?，而不是對產(chǎn)

44、品不滿意。 The buyer decision process購置決策過程N(yùn)eed recognitionThe first stage of the buyer decision process in which the consumer recognizes a problem or need.購置者意識到自己的實(shí)際狀態(tài)與期望值之間存在差異，產(chǎn)生了需要。 Information searchThe stage of the buyer decision process in which the consumer is aroused to search for more informat

45、ion; the consumer may simply have heightened attention or may go into active information search.信息收集取決于消費(fèi)者的動力、初始信息、獲得信息的難易程度、信息的價值和消費(fèi)者的滿足程度。 Information SearchInternal SourcesGroup SourcesMarketing SourcesPublic SourcesExperimental Sources Alternative evaluationThe stage of the buyer decision proces

46、s in which the consumer uses information to evaluate alternative brands in the choice set.方案評價是指消費(fèi)者是如何處理信息并選擇品牌的。消費(fèi)者通過評價過程對不同品牌形成一定的態(tài)度。 Purchase decisionThe stage of the buyer decision process in which the consumer actually buys the product.購置決策是指實(shí)際執(zhí)行或不選擇購置的活動。 Post-purchase behavior 購置后行為The stage

47、of the buyer decision process in which consumers take further action after purchase based their satisfaction or dissatisfaction.Cognitive dissonance: buyer discomfort caused by post-purchase conflict.購置后，消費(fèi)者的期望值與產(chǎn)品所表現(xiàn)的性能之間的關(guān)系。二者之間的差距越大，消費(fèi)者越發(fā)不滿。 不平衡感是指因購置后的矛盾而引起的不自在。 The adoption process for new prod

48、uctsThe mental process through which an individual passes from first hearing about an innovation to final adoption.采用是指個人初次聽到一種創(chuàng)新到最終采用的心理過程。 Stages in the adoption process Awareness知曉 Interest 興趣 Evaluation 評價 Trial 試用 Adoption 采用 Time of adoption of innovations 擴(kuò)散曲線2.5% innovators13.5% early adopte

49、rs34% early majority34% late majority16% laggards -2o -o +o 所有人都接受只是不同的階段Determinants of Adoption rateRelative advantageCompatibilityComplexityPossibility of trial useObservability 產(chǎn)品特征對采用率的影響優(yōu)勢程度：創(chuàng)新優(yōu)于現(xiàn)行產(chǎn)品的程度。 匹配程度：新產(chǎn)品與潛在消費(fèi)者的價值觀和經(jīng)驗(yàn)相吻合的程度。 復(fù)雜程度：了解和使用新產(chǎn)品的相對困難程度。 可分程度：人們有多少種方法可以購置新產(chǎn)品。 交流程度：使用新產(chǎn)品是否被他人看到

50、。 Chapter 7Customer-driven marketing strategy: creating value for target customers顧客驅(qū)動的營銷戰(zhàn)略：為目標(biāo)顧客創(chuàng)造價值Steps in market segmentation, targeting, and positioningSelect customers to serveSegmentationTargeting Decide on a value propositionDifferentiationPositioningCreate value for targeted customersSTPMar

51、ket segmentation市場細(xì)分Dividing a market into distinct groups of buyers on the basis of needs, characteristics, or behavior who might require separate products or marketing mixes. The division of the total market into smaller and relatively homogeneous groups in order to satisfy their needs better.根據(jù)消費(fèi)

52、者的不同需求、特征和行為，將一個市場分為幾個有明顯區(qū)別的消費(fèi)者群體，他們可能需要不同的產(chǎn)品和市場營銷組合。 公司設(shè)計(jì)市場細(xì)分的不同方法，并確定不同細(xì)分市場的大體情況。 Market targeting選擇目標(biāo)市場The process of evaluating each market segments attractiveness and selecting one or more segments to enter.評價每個細(xì)分市場的吸引力，選擇一個或多個細(xì)分市場進(jìn)入。Differentiation差異化Actually differentiating the firms market o

53、ffering to create superior customer value.將公司的產(chǎn)品與競爭者的產(chǎn)品進(jìn)行區(qū)分，創(chuàng)立較高的顧客價值。 Positioning市場定位Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.使產(chǎn)品處于有競爭力的地位，并設(shè)計(jì)詳細(xì)的市場營銷組合。 Segmenting Consumer MarketsSegmenting Consumer

54、MarketsDetailsGeographic segmentation 地理細(xì)分Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods.把市場分成不同的地理區(qū)域，如國家、地區(qū)、州、縣、城市或者街區(qū)。Demographic segmentation 人口細(xì)分Dividing a market into groups based on variables such as age, gender, family

55、size, family life cycle, income, occupation, education, religion, race, generation, and nationality.將市場按人口因素年齡、性別、家庭人口、家庭生命周期、收入、職業(yè)、教育、宗教、種族和國籍等分為多個群體。Psychographic segmentation 心理細(xì)分Dividing a market into different groups based on social class, lifestyle, or personality characteristics.根據(jù)社會階層、生活方式或個

56、性特點(diǎn)，將購置者分為不同的群體。Behavioral segmentation 行為細(xì)分Dividing a market into groups based on consumer knowledge, attitude, use, or response to a product根據(jù)人們對產(chǎn)品的了解、態(tài)度、反響和使用情況，將購置者分為不同的群體。上述四種市場細(xì)方法可綜合使用Behavioral segmentationOccasion: according to occasions when buyers get the idea to buy, actually make their p

57、urchase, or use the purchased item.Benefit: according to the different benefits that consumers seek from the product.User status: nonusers, ex-users, potential users, first-time users, and regular users Usage rate: light, medium, and heavy usersLoyalty status: according to the degree of loyalty 行為細(xì)分

58、時機(jī)：打算購置、實(shí)際購置或使用的時間。 利益：購置尋求的好處是什么。 使用者情況：非使用者、潛在使用者 使用率：輕量、中度、重度使用者 忠誠度：對品牌或公司的不同忠誠度來劃分 Criteria for Effective SegmentationMeasurable: The market segment must present measurable purchasing power and sizeAccessible: Marketers must find a way to effectively promote to and serve the market segmentSubst

59、antial: Marketers must identify segments sufficiently large to give them good profit potentialDifferentiableActionable: The firm must target a number of segments that match its marketing capabilities 有效細(xì)分的要求可測量性：細(xì)分市場的規(guī)模、購置力等可以測量。 可接近性：細(xì)分市場能夠接近并提供效勞。 重要性：細(xì)分市場足夠大，帶來足夠贏利 可區(qū)分性：細(xì)分市場對不同營銷組合有不同反響 可操作性：能夠設(shè)計(jì)

60、有效的方案吸引并效勞于細(xì)分市場。 Target marketA set of buyers sharing common needs or characteristics that the company decides to serve.目標(biāo)市場：一個消費(fèi)者群體，他們有共同的需求或特點(diǎn)，公司為這些需求效勞。 Three alternative market-coverage strategies Undifferentiated marketing: a firm produce or promote only one product to all customers.Differentia