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0Objectives目標(biāo)Beabletodefinethethreestepsoftargetmarketing:marketsegmentation,targetmarketing,andmarketpositioning.Understandthemajorbasesforsegmentingconsumerandbusinessmarkets.說(shuō)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1Objectives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)2SellsmultiplebrandswithinthesameproductcategoryforavarietyofproductsBrandsfeatureadifferentmixofbenefitsandappealtodifferentsegments

HasalsoidentifieddifferentnicheswithincertainsegmentsProductmodificationsareuseful:Tideofferssevendifferentproductformulationstoservedifferentniches’needsProcter&Gamble寶潔CaseStudy案例研究3Definition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。4SegmentingConsumerMarkets

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-basedsegmentationBehavioralsegmentationTypicallydonefirst5GeographicSegmentationVariables

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6AgeGenderFamilysizeFamilylifecycleIncomeOccupationEducationReligionRaceGenerationNationality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7OccasionsBenefitsUserStatusUserRatesLoyaltyStatusReadinessStageAttitudeTowardtheProduct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8SegmentingBusinessMarkets

產(chǎn)業(yè)市場(chǎng)細(xì)分

客戶情況行業(yè)、公司規(guī)模、地點(diǎn)經(jīng)營(yíng)特點(diǎn)技術(shù)、使用者和非使用者、客戶能力購(gòu)買方式形勢(shì)因素緊迫性、具體應(yīng)用、訂貨規(guī)模個(gè)性特點(diǎn)買賣雙方相似性、風(fēng)險(xiǎn)態(tài)度、忠誠(chéng)度DemographicsegmentationIndustry,companysize,locationOperatingvariablesTechnology,usagestatus,customercapabilitiesPurchasingapproachesSituationalfactorsUrgency,specificapplication,sizeoforderPersonalcharacteristicsBuyer-sellersimilarity,attitudestowardrisk,loyalty9SegmentingInternationalMarkets

國(guó)際市場(chǎng)細(xì)分地理細(xì)分處所或區(qū)域經(jīng)濟(jì)因素收或經(jīng)濟(jì)發(fā)展水平政策和法律因素政府的穩(wěn)定度/類型、金融政策、官僚程度文化因素語(yǔ)言、宗教、價(jià)值觀、態(tài)度、習(xí)慣、行為模式GeographicsegmentationLocationorregionEconomicfactorsPopulationincomeorlevelofeconomicdevelopmentPoliticalandlegalfactorsType/stabilityofgovernment,monetaryregulations,amountofbureaucracy,etc.CulturalfactorsLanguage,religion,values,attitudes,customs,behavioralpatterns10RequirementsforEffectiveSegmentation

有效細(xì)分的要求可測(cè)量性細(xì)分市場(chǎng)的規(guī)模、購(gòu)買力、基本情況可接近性能夠接近并提供服務(wù)實(shí)在性足夠大并且能夠贏利可辨別性有不同的反應(yīng)可行性可以實(shí)行有效方案MeasurableSize,purchasingpower,andprofileofsegmentAccessibleCanbereachedandservedSubstantialLargeandprofitableenoughtoserveDifferentiableResponddifferentlyActionableEffectiveprogramscanbedeveloped11TargetMarketing

確定目標(biāo)市場(chǎng)EvaluatingMarketSegmentsSegmentsizeandgrowthSegmentstructuralattractivenessLevelofcompetitionSubstituteproductsPowerofbuyersPowerfulsuppliersCompanyobjectivesandresources評(píng)估細(xì)分市場(chǎng)細(xì)分市場(chǎng)的規(guī)模與增長(zhǎng)特性細(xì)分市場(chǎng)的結(jié)構(gòu)優(yōu)勢(shì)競(jìng)爭(zhēng)水平替代產(chǎn)品購(gòu)買力有力的供應(yīng)商公司目標(biāo)和資源12TargetMarketing

確定目標(biāo)市場(chǎng)TargetMarketingStrategiesUndifferentiated(mass)marketingDifferentiated(segmented)marketingConcentrated(niche)marketingMicromarketing(localorindividual)marketing選擇細(xì)分市場(chǎng)無(wú)差異營(yíng)銷差異化營(yíng)銷集中營(yíng)銷微市場(chǎng)營(yíng)銷13TargetMarketing

確定目標(biāo)市場(chǎng)ChoosingaTarget-MarketingStrategyRequiresConsiderationof:CompanyresourcesThedegreeofproductvariabilityProduct’slife-cyclestageMarketvariabilityCompetitors’marketingstrategies選擇目標(biāo)市場(chǎng)要考慮：公司資源產(chǎn)品可變程度產(chǎn)品生命周期階段市場(chǎng)可變性競(jìng)爭(zhēng)者的營(yíng)銷策略14TargetMarketing

確定目標(biāo)市場(chǎng)SociallyResponsibleTargetingSomesegmentsareatspecialrisk:ChildrenInner-cityminorityconsumersInternetshoppersControversyoccurswhenthemethodsusedarequestionable.對(duì)社會(huì)負(fù)責(zé)的目標(biāo)市場(chǎng)選擇一些細(xì)分市場(chǎng)存在特定風(fēng)險(xiǎn)：兒童少數(shù)民族消費(fèi)者網(wǎng)絡(luò)購(gòu)買者當(dāng)使用的方法存在問(wèn)題時(shí)就會(huì)招致批評(píng)15Positioning定位Positioning:Theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.Typicallydefinedbyconsumersonthebasisofimportantattributes.定位：與競(jìng)爭(zhēng)產(chǎn)品相比產(chǎn)品在消費(fèi)者心中的位置主要由消費(fèi)者基于主要特性來(lái)定義16Positioning定位ChoosingaPositioningStrategy:IdentifyingpossiblecompetitiveadvantagesProducts,services,channels,peopleorimagecanbesourcesofdifferentiation.ChoosingtherightcompetitiveadvantageHowmanydifferencestopromote?UniquesellingpropositionPositioningerrorstoavoidWhichdifferencestopromote?選擇定位策略：識(shí)別可能的競(jìng)爭(zhēng)優(yōu)勢(shì)產(chǎn)品、服務(wù)、渠道、人或形象都可以是差異的來(lái)源確定適當(dāng)?shù)母?jìng)爭(zhēng)優(yōu)勢(shì)推廣多少差異？獨(dú)特的銷售建議避免定位誤區(qū)推廣哪些差異17CriteriaforMeaningfulDifferences

有意義的差異的判斷標(biāo)準(zhǔn)ImportantSuperiorPreemptiveDistinctiveCommunicableAffordableProfitable重要性顯著性優(yōu)越性專有性溝通性經(jīng)濟(jì)性贏利性18Positioning定位ChoosingaPositioningStrategy:SelectinganoverallpositioningstrategyMoreforMoreValuePropositionMorefortheSameValuePropositionTheSameforLessValuePropositionLessforMuchLessValuePropositionMoreforLessValueProposition選擇定位策略：選擇整體定位策略高質(zhì)高價(jià)高質(zhì)同價(jià)同質(zhì)低價(jià)低質(zhì)更低價(jià)高質(zhì)低價(jià)19Positioning定位ChoosingaPositioningStrategy:DevelopingapositioningstatementPositioningstatementssummarizethecompanyorbrandpositioningEXAMPLE:To(targetsegmentandneed)our(brand)is(concept)that(point-of-difference).Communicatingthechosenposition選擇定位策略：進(jìn)行定位陳述定位陳述總結(jié)公司或品牌的定位策略例：要（目標(biāo)市場(chǎng)和需求），我們的（品牌）是（區(qū)別點(diǎn)）的（概念）溝通并傳送選定的定位20謝謝12月-2413:24:4813:2413:2412月-2412月-2413:2413:2413:24:4812月-2412月-2413:24:482024/12/1513:24:489、春去春又回，新桃換舊符。在那桃花盛開的地方，在這醉人芬芳的季節(jié)，愿你生活像春天一樣陽(yáng)光，心情像桃花一樣美麗，日子像桃子一樣甜蜜。12月-2412月-24Sunday,December15,202410、人的志向通常和他們的能力成正比例。13:24:4813:24:4813:2412/15/20241:24:48PM11、夫?qū)W須志也，才須學(xué)也，非學(xué)無(wú)以廣才，非志無(wú)以成學(xué)。12月-2413:24:4813