市場(chǎng)細(xì)分選擇目標(biāo)市場(chǎng)與市場(chǎng)定位

Segmentation,Targeting,andPositioning:BuildingtheRightRelationshipswiththeRightCustomers市場(chǎng)細(xì)分、選擇目標(biāo)市場(chǎng)和市場(chǎng)定位1Objectives目標(biāo)Beabletodefinethethreestepsoftargetmarketing:marketsegmentation,targetmarketing,andmarketpositioning.Understandthemajorbasesforsegmentingconsumerandbusinessmarkets.說明目標(biāo)市場(chǎng)營(yíng)銷的三個(gè)步驟：市場(chǎng)細(xì)分、選擇目標(biāo)市場(chǎng)和市場(chǎng)定位列出并討論細(xì)分市場(chǎng)的主要層次，以及消費(fèi)者市場(chǎng)和產(chǎn)業(yè)市場(chǎng)的細(xì)分因素2Objectives目標(biāo)Knowhowcompaniesidentifyattractivemarketsegmentsandhowtheychooseatargetmarketingstrategy.Comprehendhowcompaniespositiontheirproductsformaximumcompetitiveadvantage.解釋公司如何識(shí)別有吸引力的細(xì)分市場(chǎng)并選擇市場(chǎng)覆蓋策略論述公司如何定位自己的產(chǎn)品，使其在市場(chǎng)上具有最大的競(jìng)爭(zhēng)優(yōu)勢(shì)3SellsmultiplebrandswithinthesameproductcategoryforavarietyofproductsBrandsfeatureadifferentmixofbenefitsandappealtodifferentsegments

HasalsoidentifieddifferentnicheswithincertainsegmentsProductmodificationsareuseful:Tideofferssevendifferentproductformulationstoservedifferentniches’needsProcter&Gamble寶潔CaseStudy案例研究4Definition定義MarketSegmentation:Dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.市場(chǎng)細(xì)分：根據(jù)消費(fèi)者的不同需求、特征和行為，將一個(gè)市場(chǎng)分為幾個(gè)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(chǎng)營(yíng)銷組合。5SegmentingConsumerMarkets

消費(fèi)者細(xì)分市場(chǎng)地理細(xì)分營(yíng)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(huì)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(guó)家國(guó)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(guó)籍GeographicSegmentationVariables

地理細(xì)分變量8OccasionsBenefitsUserStatusUserRatesLoyaltyStatusReadinessStageAttitudeTowardtheProduct購(gòu)買時(shí)機(jī)尋求利益使用者情況使用程度忠誠(chéng)度購(gòu)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(chǎng)細(xì)細(xì)分客戶情情況行業(yè)、、公司司規(guī)模模、地地點(diǎn)經(jīng)營(yíng)特特點(diǎn)技術(shù)、、使用用者和和非使使用者者、客客戶能能力購(gòu)買方方式形勢(shì)因因素緊迫性性、具具體應(yīng)應(yīng)用、、訂貨貨規(guī)模模個(gè)性特特點(diǎn)買賣雙雙方相相似性性、風(fēng)風(fēng)險(xiǎn)態(tài)態(tài)度、、忠誠(chéng)誠(chéng)度DemographicsegmentationIndustry,companysize,locationOperatingvariablesTechnology,usagestatus,customercapabilitiesPurchasingapproachesSituationalfactorsUrgency,specificapplication,sizeoforderPersonalcharacteristicsBuyer-sellersimilarity,attitudestowardrisk,loyalty10SegmentingInternationalMarkets國(guó)際市市場(chǎng)細(xì)細(xì)分地理細(xì)細(xì)分處所或或區(qū)域域經(jīng)濟(jì)因因素收或經(jīng)經(jīng)濟(jì)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(jià)價(jià)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(cè)量量性細(xì)分市市場(chǎng)的的規(guī)模模、購(gòu)購(gòu)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(shí)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(shí)實(shí)行有有效方方案MeasurableSize,purchasingpower,andprofileofsegmentAccessibleCanbereachedandservedSubstantialLargeandprofitableenoughtoserveDifferentiableResponddifferentlyActionableEffectiveprogramscanbedeveloped12TargetMarketing確定目目標(biāo)市市場(chǎng)EvaluatingMarketSegmentsSegmentsizeandgrowthSegmentstructuralattractivenessLevelofcompetitionSubstituteproductsPowerofbuyersPowerfulsuppliersCompanyobjectivesandresources評(píng)估細(xì)細(xì)分市市場(chǎng)細(xì)分市市場(chǎng)的的規(guī)模模與增增長(zhǎng)特特性細(xì)分市市場(chǎng)的的結(jié)構(gòu)構(gòu)優(yōu)勢(shì)勢(shì)競(jìng)爭(zhēng)水水平替代產(chǎn)產(chǎn)品購(gòu)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(chǎng)TargetMarketingStrategiesUndifferentiated(mass)marketingDifferentiated(segmented)marketingConcentrated(niche)marketingMicromarketing(localorindividual)marketing選擇細(xì)細(xì)分市市場(chǎng)無差異異營(yíng)銷銷差異化化營(yíng)銷銷集中營(yíng)營(yíng)銷微市場(chǎng)場(chǎng)營(yíng)銷銷14TargetMarketing確定目目標(biāo)市市場(chǎng)ChoosingaTarget-MarketingStrategyRequiresConsiderationof:CompanyresourcesThedegreeofproductvariabilityProduct’slife-cyclestageMarketvariabilityCompetitors’marketingstrategies選擇目目標(biāo)市市場(chǎng)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(chǎng)可可變性性競(jìng)爭(zhēng)者者的營(yíng)營(yíng)銷策策略15TargetMarketing確定目目標(biāo)市市場(chǎng)SociallyResponsibleTargetingSomesegmentsareatspecialrisk:ChildrenInner-cityminorityconsumersInternetshoppersControversyoccurswhenthemethodsusedarequestionable.對(duì)社會(huì)會(huì)負(fù)責(zé)責(zé)的目目標(biāo)市市場(chǎng)選選擇一些細(xì)細(xì)分市市場(chǎng)存存在特特定風(fēng)風(fēng)險(xiǎn)：：兒童少數(shù)民民族消消費(fèi)者者網(wǎng)絡(luò)購(gòu)購(gòu)買者者當(dāng)使用用的方方法存存在問問題時(shí)時(shí)就會(huì)會(huì)招致致批評(píng)評(píng)16Positioning定位Positioning:Theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.Typicallydefinedbyconsumersonthebasisofimportantattributes.定位：：與競(jìng)爭(zhēng)爭(zhēng)產(chǎn)品品相比比產(chǎn)品品在消消費(fèi)者者心中中的位位置主要由由消費(fèi)費(fèi)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(shí)別可可能的的競(jìng)爭(zhēng)爭(zhēng)優(yōu)勢(shì)勢(shì)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?jìng)爭(zhēng)爭(zhēng)優(yōu)勢(shì)勢(shì)推廣多多少差差異？？獨(dú)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(jì)性性贏利性性19Positioning定位ChoosingaPositioningStrategy:Selectingano