銷售：管理有利潤(rùn)的客戶關(guān)系8

Segmentation,Targeting,andPositioning:BuildingtheRightRelationshipswiththeRightCustomersChapter81第一頁，共二十二頁。ObjectivesBeabletodefinethethreestepsoftargetmarketing:marketsegmentation,targetmarketing,andmarketpositioning.Understandthemajorbasesforsegmentingconsumerandbusinessmarkets.2第二頁，共二十二頁。ObjectivesKnowhowcompaniesidentifyattractivemarketsegmentsandhowtheychooseatargetmarketingstrategy.Comprehendhowcompaniespositiontheirproductsformaximumcompetitiveadvantage.3第三頁，共二十二頁。SellsmultiplebrandswithinthesameproductcategoryforavarietyofproductsBrandsfeatureadifferentmixofbenefitsandappealtodifferentsegments

HasalsoidentifieddifferentnicheswithincertainsegmentsProductmodificationsareuseful:Tideofferssevendifferentproductformulationstoservedifferentniches’needsProcter&GambleCaseStudy4第四頁，共二十二頁。DefinitionMarketSegmentation:Dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.5第五頁，共二十二頁。MarketSegmentationSegmentingConsumerMarketsSegmentingBusinessMarketsSegmentingInternationalMarketsRequirementsforEffectiveSegmentationGeographicalsegmentationMarketingmixesare

customizedgeographicallyDemographicsegmentationMostpopularsegmentationDemographicsarecloselyrelatedtoneeds,wantsandusageratesPsychographicsegmentationLifestyle,socialclass,andpersonality-basedsegmentationBehavioralsegmentationTypicallydonefirstTopics6第六頁，共二十二頁。GeographicSegmentation

VariablesMarketSegmentationWorldRegion

orCountryU.S.regionStateCityNeighborhoodCityor

MetroSizeDensityClimate7第七頁，共二十二頁。DemographicSegmentationVariablesMarketSegmentationAgeGenderFamilysizeFamilylifecycleIncomeOccupationEducationReligionRaceGenerationNationality8第八頁，共二十二頁。BehavioralSegmentation

VariablesMarketSegmentationOccasionsBenefitsUserStatusUserRatesLoyaltyStatusReadinessStageAttitudeTowardtheProduct9第九頁，共二十二頁。MarketSegmentationSegmentingConsumerMarketsSegmentingBusinessMarketsSegmentingInternationalMarketsRequirementsforEffectiveSegmentationDemographicsegmentationIndustry,companysize,locationOperatingvariablesTechnology,usagestatus,customercapabilitiesPurchasingapproachesSituationalfactorsUrgency,specificapplication,sizeoforderPersonalcharacteristicsBuyer-sellersimilarity,attitudestowardrisk,loyaltyTopics10第十頁，共二十二頁。MarketSegmentationSegmentingConsumerMarketsSegmentingBusinessMarketsSegmentingInternationalMarketsRequirementsforEffectiveSegmentationGeographicsegmentationLocationorregionEconomicfactorsPopulationincomeorlevelofeconomicdevelopmentPoliticalandlegalfactorsType/stabilityofgovernment,monetaryregulations,amountofbureaucracy,etc.CulturalfactorsLanguage,religion,values,attitudes,customs,behavioralpatternsTopics11第十一頁，共二十二頁。MarketSegmentationSegmentingConsumerMarketsSegmentingBusinessMarketsSegmentingInternationalMarketsRequirementsforEffectiveSegmentationMeasurableSize,purchasingpower,andprosegmentAccessibleCanbereachedandservedSubstantialLargeandprofitableenoughtoserveDifferentiableResponddifferentlyActionableEffectiveprogramscanbedevelopedTopics12第十二頁，共二十二頁。TargetMarketingEvaluatingMarketSegmentsSegmentsizeandgrowthSegmentstructuralattractivenessLevelofcompetitionSubstituteproductsPowerofbuyersPowerfulsuppliersCompanyobjectivesandresources13第十三頁，共二十二頁。TargetMarketingTargetMarketingStrategiesUndifferentiated(mass)marketingDifferentiated(segmented)marketingConcentrated(niche)marketingMicromarketing(localorindividual)marketing14第十四頁，共二十二頁。TargetMarketingChoosingaTarget-MarketingStrategyRequiresConsiderationof:CompanyresourcesThedegreeofproductvariabilityProduct’slife-cyclestageMarketvariabilityCompetitors’marketingstrategies15第十五頁，共二十二頁。TargetMarketingSociallyResponsibleTargetingSomesegmentsareatspecialrisk:ChildrenInner-cityminorityconsumersInternetshoppersControversyoccurswhenthemethodsusedarequestionable.16第十六頁，共二十二頁。PositioningPositioning:Theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.Typicallydefinedbyconsumersonthebasisofimportantattributes.17第十七頁，共二十二頁。PositioningChoosingaPositioningStrategy:IdentifyingpossiblecompetitiveadvantagesProducts,services,channels,peopleorimagecanbesourcesofdifferentiation.ChoosingtherightcompetitiveadvantageHowmanydifferencestopromote?UniquesellingpropositionPositioningerrorstoavoidWhichdifferencestopromote?18第十八頁，共二十二頁。Criteriafor

MeaningfulDifferencesPositioningImportantSuperiorPreemptiveDistinctiveCommunicableAffordableProfitable19第十九頁，共二十二頁。PositioningChoosingaPositioningStrategy:SelectinganoverallpositioningstrategyMoreforMoreValuePropositionMorefortheSameValuePropositionTheSameforLessValuePropositionLessforMuchLessValuePropositionMoreforLessValueProposition20第二十頁，共二十二頁。PositioningChoosingaPositioningStrategy:DevelopingapositioningstatementPositioningstatementssummarizethecompanyorbrandpositioningEXAMPLE:To(targetsegmentandneed)our(brand)is(concept)that(point-of-difference).Communicatingthechosenposition21第二十一頁，共二十二頁。內(nèi)容總結(jié)Segmentation,Targeting,