市場營銷學(xué)第七章

1、7- 1i t s good and good for youChapter SevenCustomer-Driven Marketing Strategy:Creating Value for Target Customers7- 2Customer-Driven Marketing Strategy:Creating Value for Target Customers Customer-Driven Marketing Strategy Market Segmentation Market Targeting Differentiation and Positioning Topic O

2、utline7- 3Market segmentation Dividing a market into smaller segmentswith distinct needs, characteristics, orbehavior that might require separatemarketing strategies or mixes.Market Segmentation7- 4Market Segmentation7- 5Segmenting consumer marketsSegmenting business marketsSegmenting international

3、marketsRequirements for effective segmentationMarket Segmentation7- 6Market SegmentationSegmenting Consumer Markets7- 7Market Segmentation Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or citiesSegmenting Consumer Markets7- 8

4、Market SegmentationDemographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationalitySegmenting Consumer Markets7- 9Market SegmentationAge and life-cycle stage segm

5、entation is the process of offering different products or using different marketing approaches for different age and life-cycle groupsGender segmentation divides the market based on sex (male or female)7- 10Market SegmentationIncome segmentation divides the market into affluent, middle-income or low

6、-income consumersPsychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traitsSegmenting Consumer Markets7- 11Market SegmentationBehavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a p

7、roduct Occasions Benefits sought User status Usage rate Loyalty statusSegmenting Consumer Markets7- 12Market SegmentationMultiple segmentation is used to identify smaller, better-defined target groupsUsing Multiple Segmentation Bases7- 13Market SegmentationPRIZM NE classifies every American househol

8、d into 66 unique segments organized into 14 different social groups. These groups segment people and locations into marketable groups of like-minded consumers that exhibit unique characteristics and buying behavior based on a host of demographic factorsUsing Multiple Segmentation Bases7- 14Market Se

9、gmentationSegmenting International markets7- 15Market SegmentationIntermarket segmentation divides consumers into groups with similar needs and buying behaviors even though they are located in different countriesSegmenting International Markets7- 16Market SegmentationTo be useful, market segments mu

10、st be:Requirements for Effective Segmentation7- 17Market Targeting Target market consists of a set of buyers who share common needs or characteristics that the company decides to serveSelecting Target Market Segments7- 18Market Targeting Segment size and growth Segment structural attractiveness Comp

11、any objectives and resourcesEvaluating Market Segments.7- 19Market TargetingUndifferentiated marketing targets the whole market with one offer Mass marketing Focuses on common needs rather than whats differentTarget Marketing Strategies7- 20Market TargetingDifferentiated marketing targets several di

12、fferent market segments and designs separate offers for each Goal is to achieve higher sales and stronger position More expensive than undifferentiated marketingTarget Marketing Strategies7- 21Market Targeting Concentrated marketing targets a small share of a large market Limited company resources K

13、nowledge of the market More effective and efficientTarget Market Strategies7- 22Marketing TargetingMicromarketing is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations Local marketing Individual marketingTarget Market Strategies7- 23Mar

14、ket TargetingLocal marketing involves tailoring brands and promotion to the needs and wants of local customer groups Cities Neighborhoods StoresTarget Market Strategies7- 24Market TargetingIndividual marketing involves tailoring products and marketing programs to the needs and preferences of individ

15、ual customers Also known as: One-to-one marketing Mass customization Markets-of-one marketingTarget Market Strategies7- 25Market TargetingDepends on: Company resources Product variability Product life-cycle stage Market variability Competitors marketing strategiesChoosing a Target Market 7- 26Market

16、 Targeting Benefits customers with specific needs Concern for vulnerable segments Children Alcohol Cigarettes Internet abusesSocially Responsible Target Marketing7- 27Differentiation and PositioningProduct position is the way the product is defined by consumers on important attributesthe place the p

17、roduct occupies in consumers minds relative to competing productsPerceptionsImpressionsFeelings7- 28Differentiation and PositioningPositioning maps show consumer perceptions of their brands versus competing products on important buying dimensions7- 29Differentiation and Positioning Identifying a set

18、 of possible competitive advantages to build a position Choosing the right competitive advantages Selecting an overall positioning strategy Communicating and delivering the chosen position to the market Choosing a Differentiation and Positioning Strategy7- 30Differentiation and PositioningCompetitiv

19、e advantage is an advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify higher pricesIdentifying Possible Value Differences and Competitive Advantages7- 31Differentiation and PositioningIdentifying a set of possi

20、ble competitive advantages to build a position by providing superior value from:Choosing a Differentiation and Positioning Strategy7- 32Differentiation and PositioningDifference to promote should be:Choosing the Right Competitive Advantage7- 33Differentiation and PositioningValue proposition is the

21、full mix of benefits upon which a brand is positionedSelecting an Overall Positioning Strategy7- 34Differentiation and Positioning To (target segment and need) our (brand) is (concept) that (point of difference)Developing a Positioning Statement7- 35Communication and Delivering the Chosen PositionCh

22、oosing the positioning is often easier than implementing the position.7- 36_ consists of evaluating the attractiveness of different market segments and selecting one or more market segments to enter.Market segmentationMarket targetingPositioning1. Differentiation7- 37_ consists of evaluating the att

23、ractiveness of different market segments and selecting one or more market segments to enter.Market segmentationMarket targetingPositioning1. Differentiation7- 38Which of the following divides buyers into segments based on their knowledge, attitudes, uses, or responses to a product?Behavioral segment

24、ationPsychographic segmentationDemographic segmentation1. Gender segmentation7- 39Which of the following divides buyers into segments based on their knowledge, attitudes, uses, or responses to a product?Behavioral segmentationPsychographic segmentationDemographic segmentation1. Gender segmentation7-

25、 40If men and women respond similarly to marketing efforts for computers, they do not constitute separate segments. In this sense, these segments are not _.feasiblemanageablereliabledifferentiable7- 41If men and women respond similarly to marketing efforts for computers, they do not constitute separ

26、ate segments. In this sense, these segments are not _.feasiblemanageablereliabledifferentiable7- 42_ divides buyers into different segments based on social class, lifestyle, or personality characteristics.Behavioral segmentationPsychographic segmentationDemographic segmentation1. Gender segmentation

27、7- 43_ divides buyers into different segments based on social class, lifestyle, or personality characteristics.Behavioral segmentationPsychographic segmentationDemographic segmentationGender segmentation7- 44Which of the following involves going after a large share of one or a few smaller segments o

28、r niches?MicromarketingDifferentiated marketingConcentrated marketingUndifferentiated marketing7- 45Which of the following involves going after a large share of one or a few smaller segments or niches?MicromarketingDifferentiated marketingConcentrated marketingUndifferentiated marketing7- 46Using a

29、_ strategy, a firm decides to target several market segments and designs separate offers for each.micromarketingdifferentiated marketingconcentrated marketingundifferentiated marketing7- 47Using a _ strategy, a firm decides to target several market segments and designs separate offers for each.micro

30、marketingdifferentiated marketingconcentrated marketingundifferentiated marketing7- 48_ involves tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments.MicromarketingDifferentiated marketingUndifferentiated marketingConcentrated marketing

31、7- 49_ involves tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments.MicromarketingDifferentiated marketingUndifferentiated marketingConcentrated marketing7- 50Which of the following has been labeled as one-to-one marketing, mass custom

32、ization, and markets-of-one marketing?Individual marketingLocal marketingDifferentiated marketingMicromarketing7- 51Which of the following has been labeled as one-to-one marketing, mass customization, and markets-of-one marketing?Individual marketingLocal marketingDifferentiated marketingMicromarket

33、ing7- 52_ positioning involves meeting consumers lower performance or quality requirements at a much lower price.Same for lessMore for the sameLess for much less1. More for more7- 53_ positioning involves meeting consumers lower performance or quality requirements at a much lower price.Same for less

34、More for the sameLess for much less1. More for more7- 54_ is the full positioning of a brandthe full mix of benefits on which it is positioned.Media mixValue propositionPerceptual map1. Psychographic analysis7- 55_ is the full positioning of a brandthe full mix of benefits on which it is positioned.

35、Media mixValue propositionPerceptual map1. Psychographic analysis7- 56Projects Go to iTunes () or Rhapsody (). What unique market segments appear to be the target of specific genres of music? How did you determine the segments? (Objective 2)Youve agreed to help a friend with a home furnishings busin

36、ess segment her market. Suggest a way to segment the market for her. Select a target market to go after, keeping in mind segment size and growth, structural attractiveness, and probable company resources. What target marketing strategy would you use? Explain your answers. (Objective 2)7- 57 The Federal Trade Commission (FTC) and citizen action groups have accused tobacco and beer companies of targeting underage smokers and drinkers. For instance, in the most