參考市場(chǎng)營銷

1、Chapter SevenCustomer-Driven Marketing Strategy:Creating Value for Target CustomersCopyright 2014 by Pearson Education, Inc. All rights reservedCustomer-Driven Marketing Strategy:Creating Value for Target CustomersMarket SegmentationMarket TargetingDifferentiation and Positioning Topic OutlineCopyri

2、ght 2014 by Pearson Education, Inc. All rights reservedMarket SegmentationCopyright 2014 by Pearson Education, Inc. All rights reservedMarket segmentation requires dividing a market into smaller segments with distinct needs, characteristics, or behavior that might require separate marketing strategi

3、es or mixes.Market SegmentationCopyright 2014 by Pearson Education, Inc. All rights reservedSegmenting consumer marketsSegmenting business marketsSegmenting international marketsRequirements for effective segmentationMarket SegmentationCopyright 2014 by Pearson Education, Inc. All rights reservedMar

4、ket SegmentationGeographic segmentationDemographic segmentationPsychographic segmentationBehavioral segmentationSegmenting Consumer MarketsCopyright 2014 by Pearson Education, Inc. All rights reservedMarket SegmentationGeographic segmentation divides the market into different geographical units such

5、 as nations, regions, states, counties, or citiesSegmenting Consumer MarketsCopyright 2014 by Pearson Education, Inc. All rights reservedMarket SegmentationDemographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, e, occupation, e

6、ducation, religion, race, generation, and nationalitySegmenting Consumer MarketsCopyright 2014 by Pearson Education, Inc. All rights reservedMarket SegmentationAge and life-cycle stage segmentation is the process of offering different products or using different marketing approaches for different ag

7、e and life-cycle groupsGender segmentation divides the market based on sex (male or female)Copyright 2014 by Pearson Education, Inc. All rights reservedVideoSegmentation, Targeting, and Positioning - McDonaldsCopyright 2014 by Pearson Education, Inc. All rights reservedMarket Segmentation e segmenta

8、tion divides the market into affluent, e or e consumersPsychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traitsSegmenting Consumer MarketsCopyright 2014 by Pearson Education, Inc. All rights reservedMarket SegmentationBehavioral segmenta

9、tion divides buyers into groups based on their knowledge, attitudes, uses, or responses to a productOccasionsBenefits soughtUser statusUsage rateLoyalty statusSegmenting Consumer MarketsCopyright 2014 by Pearson Education, Inc. All rights reservedMarket SegmentationMultiple segmentation is used to i

10、dentify smaller, better-defined target groupsPRIZM NE classifies every American household into 66 unique segments organized into 14 different social groups. Using Multiple Segmentation BasesCopyright 2014 by Pearson Education, Inc. All rights reservedMarket SegmentationConsumer and business marketer

11、s use many of the same variables to segment their marketsAdditional variables include:Customer operating characteristicsPurchasing approachesSituational factorsPersonal characteristicsSegmenting Business MarketsCopyright 2014 by Pearson Education, Inc. All rights reservedMarket SegmentationGeographi

12、c locationEconomic factorsPolitical-legal factorsCultural factorsSegmenting International MarketsCopyright 2014 by Pearson Education, Inc. All rights reservedMarket SegmentationIntermarket segmentation divides consumers into groups with similar needs and buying behaviors even though they are located

13、 in different countriesSegmenting International MarketsCopyright 2014 by Pearson Education, Inc. All rights reservedMarket SegmentationTo be useful, market segments must be:Requirements for Effective SegmentationMeasurableAccessibleSubstantialDifferentiableActionableCopyright 2014 by Pearson Educati

14、on, Inc. All rights reservedMarket TargetingSegment size and growthSegment structural attractivenessCompany objectives and resourcesEvaluating Market SegmentsCopyright 2014 by Pearson Education, Inc. All rights reservedVideoSegmentation, Targeting, and Positioning - GAPCopyright 2014 by Pearson Educ

15、ation, Inc. All rights reservedMarket Targeting Target market consists of a set of buyers who share common needs or characteristics that the company decides to serveSelecting Target Market SegmentsCopyright 2014 by Pearson Education, Inc. All rights reservedMarket TargetingUndifferentiated marketing

16、 targets the whole market with one offerMass marketingFocuses on common needs rather than whats differentTarget Marketing StrategiesCopyright 2014 by Pearson Education, Inc. All rights reservedMarket TargetingDifferentiated marketing targets several different market segments and designs separate off

17、ers for eachGoal is to achieve higher sales and stronger positionMore expensive than undifferentiated marketingTarget Marketing StrategiesCopyright 2014 by Pearson Education, Inc. All rights reservedMarket TargetingConcentrated marketing targets a small share of a large market Limited company resour

18、cesKnowledge of the marketMore effective and efficientTarget Market StrategiesCopyright 2014 by Pearson Education, Inc. All rights reservedMarketing TargetingMicromarketing is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locationsLocal mark

19、etingIndividual marketingTarget Market StrategiesCopyright 2014 by Pearson Education, Inc. All rights reservedMarket TargetingLocal marketing involves tailoring brands and promotion to the needs and wants of local customer groupsCitiesNeighborhoodsStoresTarget Market StrategiesCopyright 2014 by Pear

20、son Education, Inc. All rights reservedMarket TargetingIndividual marketing involves tailoring products and marketing programs to the needs and preferences of individual customersAlso known as:One-to-one marketingMass customizationTarget Market StrategiesCopyright 2014 by Pearson Education, Inc. All

21、 rights reservedMarket TargetingDepends on:Company resourcesProduct variabilityProduct life-cycle stageMarket variabilityCompetitors marketing strategiesChoosing a Target Market Copyright 2014 by Pearson Education, Inc. All rights reservedMarket TargetingBenefits customers with specific needsConcern

22、 for vulnerable segmentsChildrenAlcoholCigarettesInternet abusesSocially Responsible Target MarketingCopyright 2014 by Pearson Education, Inc. All rights reservedDifferentiation and PositioningProduct position is the way the product is defined by consumers on important attributesthe place the produc

23、t occupies in consumers minds relative to competing productsPerceptionsImpressionsFeelingsCopyright 2014 by Pearson Education, Inc. All rights reserved Differentiation and PositioningPositioning maps show consumer perceptions of their brands versus competing products on important buying dimensionsCo

24、pyright 2014 by Pearson Education, Inc. All rights reservedDifferentiation and PositioningIdentifying a set of possible competitive advantages to build a positionChoosing the right competitive advantagesSelecting an overall positioning strategyCommunicating and delivering the chosen position to the

25、market Choosing a Differentiation and Positioning StrategyCopyright 2014 by Pearson Education, Inc. All rights reservedDifferentiation and PositioningCompetitive advantage is an advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more be

26、nefits that justify higher pricesIdentifying Possible Value Differences and Competitive AdvantagesCopyright 2014 by Pearson Education, Inc. All rights reservedDifferentiation and PositioningIdentifying a set of possible competitive advantages to build a position by providing superior value from:Choo

27、sing a Differentiation and Positioning StrategyProduct differentiationService differentiationChannel differentiationPeople differentiationImage differentiationCopyright 2014 by Pearson Education, Inc. All rights reservedDifferentiation and PositioningDifference to promote should be:Choosing the Righ

28、t Competitive AdvantageImportantDistinctiveSuperiorCommunicablePreemptiveAffordableProfitableCopyright 2014 by Pearson Education, Inc. All rights reservedDifferentiation and PositioningValue proposition is the full mix of benefits upon which a brand is positionedSelecting an Overall Positioning Stra

29、tegyCopyright 2014 by Pearson Education, Inc. All rights reservedDifferentiation and PositioningThe five green cells represent winning value propositions differentiation and positioning that gives the company a competitive advantage. The red cells represent losing value propositions. The center yell

30、ow cell represents at best a marginal proposition. Developing a Positioning StatemenCopyright 2014 by Pearson Education, Inc. All rights reservedDifferentiation and PositioningMore for More positioning offers the most upscale product and charging a higher price to cover the higher costs. A more-for-

31、more market offering not only offers higher quality, it also gives prestige to the buyer. More for the Same positioning can attack a competitors more-for-more positioning by introducing a brand offering comparable quality at a lower price. Developing a Positioning StatemenCopyright 2014 by Pearson Educatio