市場細(xì)分選擇目標(biāo)市場與市場定位

Segmentation,Targeting,andPositioning:BuildingtheRightRelationshipswiththeRightCustomers市場細(xì)分、選擇目標(biāo)市場和市場定位1Objectives目標(biāo)Beabletodefinethethreestepsoftargetmarketing:marketsegmentation,targetmarketing,andmarketpositioning.Understandthemajorbasesforsegmentingconsumerandbusinessmarkets.說明目標(biāo)市場營銷的三個步驟：市場細(xì)分、選擇目標(biāo)市場和市場定位列出并討論細(xì)分市場的主要層次，以及消費者市場和產(chǎn)業(yè)市場的細(xì)分因素2Objectives目標(biāo)Knowhowcompaniesidentifyattractivemarketsegmentsandhowtheychooseatargetmarketingstrategy.Comprehendhowcompaniespositiontheirproductsformaximumcompetitiveadvantage.解釋公司如何識別有吸引力的細(xì)分市場并選擇市場覆蓋策略論述公司如何定位自己的產(chǎn)品，使其在市場上具有最大的競爭優(yōu)勢3SellsmultiplebrandswithinthesameproductcategoryforavarietyofproductsBrandsfeatureadifferentmixofbenefitsandappealtodifferentsegments

HasalsoidentifieddifferentnicheswithincertainsegmentsProductmodificationsareuseful:Tideofferssevendifferentproductformulationstoservedifferentniches’needsProcter&Gamble寶潔CaseStudy案例研究4Definition定義MarketSegmentation:Dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.市場細(xì)分：根據(jù)消費者的不同需求、特征和行為，將一個市場分為幾個有明顯區(qū)別的消費者群體，他們可能需要不同的產(chǎn)品和市場營銷組合。5SegmentingConsumerMarkets

消費者細(xì)分市場地理細(xì)分營銷組合因地理差異而不同人口細(xì)分最常見的細(xì)分方式人口與需要、需求和使用率密切相關(guān)心理細(xì)分基于生活方式、社會階層和人格的細(xì)分行為細(xì)分通常首先進(jìn)行GeographicalsegmentationMarketingmixesare

customizedgeographicallyDemographicsegmentationMostpopularsegmentationDemographicsarecloselyrelatedtoneeds,wantsandusageratesPsychographicsegmentationLifestyle,socialclass,andpersonality-basedsegmentationBehavioralsegmentationTypicallydonefirst6GeographicSegmentationVariables

地理細(xì)分變量WorldRegionorCountryU.S.regionStateCityNeighborhoodCityorMetroSizeDensityClimate世界地區(qū)或國家國內(nèi)地區(qū)州城市周邊地區(qū)城市或交通規(guī)模人口密度氣候7AgeGenderFamilysizeFamilylifecycleIncomeOccupationEducationReligionRaceGenerationNationality年齡性別家庭人口家庭生活周期職業(yè)教育宗教民族年代國籍GeographicSegmentationVariables

地理細(xì)分變量8OccasionsBenefitsUserStatusUserRatesLoyaltyStatusReadinessStageAttitudeTowardtheProduct購買時機尋求利益使用者情況使用程度忠誠度購買準(zhǔn)備階段品牌崇信BehavioralSegmentationVariables

行為細(xì)分變量9SegmentingBusinessMarkets產(chǎn)業(yè)市市場細(xì)細(xì)分客戶情情況行業(yè)、、公司司規(guī)模模、地地點經(jīng)營特特點技術(shù)、、使用用者和和非使使用者者、客客戶能能力購買方方式形勢因因素緊迫性性、具具體應(yīng)應(yīng)用、、訂貨貨規(guī)模模個性特特點買賣雙雙方相相似性性、風(fēng)風(fēng)險態(tài)態(tài)度、、忠誠誠度DemographicsegmentationIndustry,companysize,locationOperatingvariablesTechnology,usagestatus,customercapabilitiesPurchasingapproachesSituationalfactorsUrgency,specificapplication,sizeoforderPersonalcharacteristicsBuyer-sellersimilarity,attitudestowardrisk,loyalty10SegmentingInternationalMarkets國際市市場細(xì)細(xì)分地理細(xì)細(xì)分處所或或區(qū)域域經(jīng)濟因因素收或經(jīng)經(jīng)濟發(fā)發(fā)展水水平政策和和法律律因素素政府的的穩(wěn)定定度/類型型、金金融政政策、、官僚僚程度度文化因因素語言、、宗教教、價價值觀觀、態(tài)態(tài)度、、習(xí)慣慣、行行為模模式GeographicsegmentationLocationorregionEconomicfactorsPopulationincomeorlevelofeconomicdevelopmentPoliticalandlegalfactorsType/stabilityofgovernment,monetaryregulations,amountofbureaucracy,etc.CulturalfactorsLanguage,religion,values,attitudes,customs,behavioralpatterns11RequirementsforEffectiveSegmentation有效細(xì)細(xì)分的的要求求可測量量性細(xì)分市市場的的規(guī)模模、購購買力力、基基本情情況可接近近性能夠接接近并并提供供服務(wù)務(wù)實在性性足夠大大并且且能夠夠贏利利可辨別別性有不同同的反反應(yīng)可行性性可以實實行有有效方方案MeasurableSize,purchasingpower,andprofileofsegmentAccessibleCanbereachedandservedSubstantialLargeandprofitableenoughtoserveDifferentiableResponddifferentlyActionableEffectiveprogramscanbedeveloped12TargetMarketing確定目目標(biāo)市市場EvaluatingMarketSegmentsSegmentsizeandgrowthSegmentstructuralattractivenessLevelofcompetitionSubstituteproductsPowerofbuyersPowerfulsuppliersCompanyobjectivesandresources評估細(xì)細(xì)分市市場細(xì)分市市場的的規(guī)模模與增增長特特性細(xì)分市市場的的結(jié)構(gòu)構(gòu)優(yōu)勢勢競爭水水平替代產(chǎn)產(chǎn)品購買力力有力的的供應(yīng)應(yīng)商公司目目標(biāo)和和資源源13TargetMarketing確定目目標(biāo)市市場TargetMarketingStrategiesUndifferentiated(mass)marketingDifferentiated(segmented)marketingConcentrated(niche)marketingMicromarketing(localorindividual)marketing選擇細(xì)細(xì)分市市場無差異異營銷銷差異化化營銷銷集中營營銷微市場場營銷銷14TargetMarketing確定目目標(biāo)市市場ChoosingaTarget-MarketingStrategyRequiresConsiderationof:CompanyresourcesThedegreeofproductvariabilityProduct’slife-cyclestageMarketvariabilityCompetitors’marketingstrategies選擇目目標(biāo)市市場要要考慮慮：公司資資源產(chǎn)品可可變程程度產(chǎn)品生生命周周期階階段市場可可變性性競爭者者的營營銷策策略15TargetMarketing確定目目標(biāo)市市場SociallyResponsibleTargetingSomesegmentsareatspecialrisk:ChildrenInner-cityminorityconsumersInternetshoppersControversyoccurswhenthemethodsusedarequestionable.對社會會負(fù)責(zé)責(zé)的目目標(biāo)市市場選選擇一些細(xì)細(xì)分市市場存存在特特定風(fēng)風(fēng)險：：兒童少數(shù)民民族消消費者者網(wǎng)絡(luò)購購買者者當(dāng)使用用的方方法存存在問問題時時就會會招致致批評評16Positioning定位Positioning:Theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.Typicallydefinedbyconsumersonthebasisofimportantattributes.定位：：與競爭爭產(chǎn)品品相比比產(chǎn)品品在消消費者者心中中的位位置主要由由消費費者基基于主主要特特性來來定義義17Positioning定位ChoosingaPositioningStrategy:IdentifyingpossiblecompetitiveadvantagesProducts,services,channels,peopleorimagecanbesourcesofdifferentiation.ChoosingtherightcompetitiveadvantageHowmanydifferencestopromote?UniquesellingpropositionPositioningerrorstoavoidWhichdifferencestopromote?選擇定定位策策略：：識別可可能的的競爭爭優(yōu)勢勢產(chǎn)品、、服務(wù)務(wù)、渠渠道、、人或或形象象都可可以是是差異異的來來源確定適適當(dāng)?shù)牡母偁帬巸?yōu)勢勢推廣多多少差差異？？獨特的的銷售售建議議避免定定位誤誤區(qū)推廣哪哪些差差異18CriteriaforMeaningfulDifferences有意義義的差差異的的判斷斷標(biāo)準(zhǔn)準(zhǔn)ImportantSuperiorPreemptiveDistinctiveCommunicableAffordableProfitable重要性性顯著性性優(yōu)越性性專有性性溝通性性經(jīng)濟性性贏利性性19Positioning定位ChoosingaPositioningStrategy:Selectingano