國際市場營銷International Marketing_chapter7

1、International MarketingSegmentation, targeting and positioning AheadProcter & Gamble (P&G) sells eight brands of laundry detergent in the United States (Tide, Cheer, Bold, Gain, Era, Oxydol, Dreft, and Ivory Snow). It also sells six brands each of hand soap and shampoo; four brands each of l

2、iquid dishwashing detergent, toothpaste, and tissues and towels,.P&G has many additional brands in each category for different international markets. For example, it sells 16 different laundry product brands in Latin America and 19 in Europe, the Middle East, and Africa.why would P&G introdu

3、ce several brands in one category instead of concentrating its resources on a single leading brand? The answer lies in the fact that different people want different mixes of benefits from the products they buy. Marketing FrameworkChapter Objectives In this chapter, we focus on the following question

4、s: How can one firm segment the market? How can the firm select the target markets? How can the firm choose an effective positioning in the market?Market Segmentation1. Identify bases for segmenting the market2. Develop segment profilesMarket Targeting3. Develop measure of segment attractiveness4. S

5、elect target segmentsMarket positioning5. Develop positioning for target segments6. Develop a marketing mix for each segment Major steps in target marketing1. Market SegmentationuThrough market segmentation, companies divide large, heterogeneous(不同種類的,異質(zhì)的) markets（異質(zhì)市場） into smaller segments that ca

6、n be reached more efficiently and effectively with products and services that match their unique needs. uwe discuss five important segmentation topics: Levels of market segmentationBases of segmenting consumer marketsBases of segmenting business marketsRequirements for effective segmentation.同同質(zhì)質(zhì)市市場

7、場與異與異質(zhì)質(zhì)市市場場 同同質(zhì)質(zhì)市市場場： ：消費者對某一產(chǎn)品的要求基本 相同或極為相似。如火柴、白糖等。 異異質(zhì)質(zhì)市市場場： ：消費者對某一產(chǎn)品的要求不盡相同。 絕絕大多數(shù)的大多數(shù)的產(chǎn)產(chǎn)品市品市場場都是異都是異質(zhì)質(zhì)市市場場。 。t市場細(xì)分是對市場細(xì)分是對“異質(zhì)市場異質(zhì)市場”進(jìn)行細(xì)分，分為若進(jìn)行細(xì)分，分為若干個同質(zhì)子市場。干個同質(zhì)子市場。互動空間互動空間同同質(zhì)質(zhì)與異與異質(zhì)質(zhì)市市場場 天然氣市場和手機(jī)市場哪個天然氣市場和手機(jī)市場哪個 不必進(jìn)行市場細(xì)分？不必進(jìn)行市場細(xì)分？ 為什么？為什么？互動空間互動空間同同質(zhì)質(zhì)與異與異質(zhì)質(zhì)市市場場 下列屬于異質(zhì)市場的是（下列屬于異質(zhì)市場的是（ ） 白糖市白糖市場

8、場 食食鹽鹽市市場場 服裝市服裝市場場 煤炭市煤炭市場場Why Segment? Consumers needs and preferences vary It is impossible for firms to satisfy everyones needs with a single offeringDiscussion Question Can you think of a single product that satisfies everyones needs/preferences? Consider the following: A 12 ounce can of Pepsi

9、Magic Kingdom at Disney World A Ritz Carlton HotelWhat is Segmentation? Segmentation Breaking the heterogeneous market into smaller, homogeneous markets Segment A group of customers who share similar inclinations toward a brand Groups of CustomersGroups of Customers Mass Marketing All customers are

10、treated the same Customer needs are not met Butless expensive to implement One-to-one Marketing Each customer serves as own segment More expensive to implement Butcustomer needs are better metOne-to-one MarketingMicromarketingProducts to suit the tastes of individuals and locations Local MarketingTa

11、iloring brands/ promotions to local customer groupsIndividual MarketingTailoring products and programs to the needs of individual customers, i.e. DellIndividual marketing has also been labeled one-to-one marketing, customized marketing, or markets-of-one marketing.Groups of Customers Marketing Segme

12、ntation Customers are broken into more homogeneous groups Groups are small enough that customer needs are met Butlarge enough to be profitable Niche marketing A segment is broken into smaller customer groups with particular needs that the company can serve well Falls between segmenting and one-to on

13、e Niche MarketingDifferent products to subgroups within segmentsMarket segments are normally large, identifiable groups within a marketfor example, luxury car buyers, performance car buyers, utility car buyers, and economy car buyers. qNiche marketing focuses on subgroups within these segments. qA n

14、iche is a more narrowly defined group, usually identified by dividing a segment into subsegments or by defining a group with a distinctive set of traits who may seek a special combination of benefits.Example2001年9月21日，衛(wèi)生部分別以衛(wèi)食健字（2001）第0271、0275、0276號，批準(zhǔn)了珠海康奇有限公司、無錫健特藥業(yè)有限公司申報的黃金搭檔兒童及青少年組合維生素片、黃金搭檔女士組

15、合維生素片、黃金搭檔中老年組合維生素片三種產(chǎn)品:兒童及青少年組合的保健功能是：補(bǔ)充多種維生素及礦物質(zhì)；女士組合的保健功能是：補(bǔ)充維生素a、-胡蘿卜素、維生素b1 、維生素b2、維生素b6、維生素c、維生素e、葉酸及鈣、鐵、鋅、硒；中老年組合的保健功能是：補(bǔ)充維生素b1 、維生素b2、維生素b6、維生素c、維生素d、維生素e、葉酸及鈣、鐵、鋅、硒。 Segmentation Bases Marketers segment markets by identifying variables(s) that help them determine whether or not customers wi

16、ll like their product Segmentation bases Factors that are utilized to group customers(2)Bases for segmenting consumer marketsThere is no single way to segment a market. A marketer has to try different segmentation variables, alone and in combination, to find the best way to view the market structure

17、. we look at the major geographic, demographic, psychographic, and behavioral variables.第二第二節(jié)節(jié)、市、市場細(xì)場細(xì)分及有效市分及有效市場細(xì)場細(xì)分條件分條件細(xì)細(xì)分分標(biāo)標(biāo)準(zhǔn)準(zhǔn) 具具 體體 變變 量量地理環(huán)境地理環(huán)境國別、城鄉(xiāng)、氣候、交通、地理位置等國別、城鄉(xiāng)、氣候、交通、地理位置等人口因素人口因素年齡、性別、職業(yè)、收入、教育程度等年齡、性別、職業(yè)、收入、教育程度等心理因素心理因素個性、興趣、愛好、生活方式等個性、興趣、愛好、生活方式等購買行為購買行為購買動機(jī)、追求利益、使用頻率、品牌與購買動機(jī)、追求利益、使用

18、頻率、品牌與商標(biāo)的信賴程度等商標(biāo)的信賴程度等一、市場細(xì)分標(biāo)準(zhǔn)一、市場細(xì)分標(biāo)準(zhǔn)Bases for Consumer Segmentation Demographic Easy to identify and commonly used But be certain that variable helps determine customer needs/preferences Examples: gender age household composition lifestyle cycle education income, etc.Bases for Consumer Segmentatio

19、n Geographic Easy to identify and commonly used But be certain that variable helps determine customer needs/preferences Examples country area of country climate urban vs. rural, etc.Bases for Consumer Segmentation Psychological Harder to identify but maybe more insightful in determining customer nee

20、ds/preferences Examples attitudes knowledge and awareness wants and needs affiliations, e.g., political party traits, e.g., extraversion expertise and involvement, e.g., hobbies brand attributes sought, etc.Bases for Consumer Segmentation Psychological, cont. VALS System based on the idea that self-

21、expression, ideals & achievement determine customers product/brand orientation strivers, achievers, etc.Bases for Consumer Segmentation Behavioral Cannot directly observe customers psychology but can observe their behaviors grocery scanner data, etc. Examples products purchased user status media

22、 habits loyalty frequency of usage, etc. 80/20: 80% of sales come from 20% of customers互動空間互動空間 劃分城鎮(zhèn)市場和農(nóng)村市場，其劃劃分城鎮(zhèn)市場和農(nóng)村市場，其劃分標(biāo)準(zhǔn)是（分標(biāo)準(zhǔn)是（ ） （1）人口因素）人口因素 （2）地理環(huán)境）地理環(huán)境 （3）心理因素）心理因素 （4）購買行為）購買行為互動空間互動空間 使用者情況屬于（使用者情況屬于（ ） （1）人口因素）人口因素 （2）地理環(huán)境）地理環(huán)境 （3）心理因素）心理因素 （4）購買行為）購買行為互動空間互動空間以下是根據(jù)什么標(biāo)準(zhǔn)進(jìn)行市場細(xì)以下是根據(jù)什么標(biāo)準(zhǔn)進(jìn)行

23、市場細(xì)分的？分的？ 交通不發(fā)達(dá)地區(qū)，人們對日用品的保質(zhì)日期特交通不發(fā)達(dá)地區(qū)，人們對日用品的保質(zhì)日期特別留意。（別留意。（ ） 學(xué)生一族買衣服講究休閑時尚；上班族買衣服學(xué)生一族買衣服講究休閑時尚；上班族買衣服偏向端莊高貴。（偏向端莊高貴。（ ） 保潔公司推出海飛絲去頭屑洗發(fā)水（保潔公司推出海飛絲去頭屑洗發(fā)水（ ） SK-SK-以穩(wěn)重自信的女性為對象，而美寶蓮則以穩(wěn)重自信的女性為對象，而美寶蓮則專為追求潮流的女性定做。（專為追求潮流的女性定做。（ ） Size, purchasing power, profiles of segments can be measured. Segments can

24、 be effectively reached and served. Segments are large or profitable enough to serve. MeasurableAccessibleSubstantialDifferentialActionable Segments must respond differently to different marketing mix elements & programs. Effective programs can be designed to attract and serve the segments.Requi

25、rements for Effective Segmentation二、有效市場細(xì)分的條件可衡量性可衡量性反應(yīng)差異反應(yīng)差異可進(jìn)入性可進(jìn)入性實效性實效性子市場的購買力等有關(guān)子市場的購買力等有關(guān)數(shù)據(jù)能夠被大致測量。數(shù)據(jù)能夠被大致測量。所所選擇的子市場有足夠的選擇的子市場有足夠的發(fā)展?jié)摿?。發(fā)展?jié)摿?。?xì)分市場應(yīng)該是企業(yè)經(jīng)細(xì)分市場應(yīng)該是企業(yè)經(jīng)營活動能夠達(dá)到。營活動能夠達(dá)到。細(xì)分市場對營銷組合中各細(xì)分市場對營銷組合中各要素的變動做差異性反應(yīng)。要素的變動做差異性反應(yīng)。Effective Segmentation Utilizes Appropriate Data Can you identify meani

26、ngful data? Can you obtain/afford access to the data? Allows Access to Customers Can you access the customers that meet your data specifications directly? Is there a database? Can you access the customers indirectly? Are there activities they participate in, media they frequently use, etc.?Effective

27、 Segmentation Has Profitability Potential Is the profitability potential sufficient? How frequently do customers purchase? How price sensitive are they? How deep ($) is their purchase? How much growth potential exists? Segments do not have to be large to be profitable Be careful to not too narrowly

28、define segments Always askIs the segmentation criteria meaningful?Effective Segmentation Fits with Corporate Goals Does the segment align with the firms strengths, market image, etc.? Is there limited competition for segment? Is Actionable Can you develop an actionable plan to effectively target the

29、 segment? Can you visualize who the segment is, where they are, what they do, etc.? 市場細(xì)分要注意的問題 （一）市場細(xì)分有可能增大生產(chǎn)成本和推銷費用 （二）有些市場不必細(xì)分 （三）避免多數(shù)謬誤 （四）抵不住外圍市場一時走俏的誘惑 （五）對已確定的目標(biāo)市場缺乏精細(xì)的了解 （六）對目標(biāo)市場的變化沒有足夠的把握三、市場細(xì)分要注意的問題 （一）市場細(xì)分有可能增大生產(chǎn)成本和推銷費用 （二）有些市場不必細(xì)分 （三）避免多數(shù)謬誤 （四）抵不住外圍市場一時走俏的誘惑 （五）對已確定的目標(biāo)市場缺乏精細(xì)的了解 （六）對目標(biāo)市場的變

30、化沒有足夠的把握Strategies Breadth Strategy Reaching multiple segments with a single productStrategies Depth Strategy Serving one segment with multiple productsStrategies Tailored Strategy Customizing products for each segment Market Targeting Segment Size and Growth Analyze current sales, growth rates and

31、expected profitability for various segments. Segment Structural Attractiveness Consider effects of: competitors, availability of substitute products and, the power of buyers & suppliers. Company Objectives and Resources Company skills & resources needed to succeed in that segment(s). Look fo

32、r Competitive Advantages.(1)Evaluating Market Segments(2)Selecting the market segmentsHaving evaluated different segments, the company can consider five patterns of target market selection.二、企二、企業(yè)業(yè)占占領(lǐng)領(lǐng)目目標(biāo)標(biāo)市市場場的方式的方式p64p64 產(chǎn)產(chǎn)品品市市場場集中化集中化 產(chǎn)產(chǎn)品品專業(yè)專業(yè)化化 市市場專業(yè)場專業(yè)化化 選擇選擇性性專業(yè)專業(yè)化化 全面涵蓋全面涵蓋Five Patterns of Tar

33、get Market SelectionM1 M2 M3 P1P2P3M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3P1P2P3M1 M2 M3 Choosing a Positioning Strategy(1)Definition of positioning Positioning is the act of designing the companys offering and image to occupy a distinctive place in the target market s mind. Marketers must: Pl

34、an positions to give their products the greatest advantage in selected target markets, Then, design marketing mixes to create these planned positions. The end result of positioning is the successful creation of a market-focused value proposition, a cogent(令人信服的) reason why the target market should b

35、uy the product.Examples of Value PropositionsDemand States and Marketing TasksCompany and ProductTarget CustomersBenefitsPriceValue PropositionPerdue (chicken)Quality-conscious consumers of chickenTenderness10% premiumMore tender golden chicken at a moderate premium priceVolvo(station wagon)Safety-c

36、onscious “upscale” familiesDurability and safety20% premiumThe safest, most durable wagon in which your family can rideDominos (pizza)Convenience-minded pizza loversDelivery speed and good quality15% premiumA good hot pizza, delivered to your door door within 30 minutes of ordering, at a moderate pr

37、ice(2) Base for positioning- the company try to differentiate its offering to achieve competitive advantages. Differentiation is the act of designing a set of meaningful differences to distinguish the companys offering from competitors offerings. A difference is worth establishing to the extent that

38、 it satisfies the following criteria:二、目二、目標(biāo)標(biāo)市市場營銷戰(zhàn)場營銷戰(zhàn)略略1、無差異、無差異營銷營銷企企業(yè)業(yè)不考不考慮顧慮顧客需要的差異，以客需要的差異，以單單一的一的產(chǎn)產(chǎn)品，用相同的品，用相同的營銷營銷手法，手法，應(yīng)對應(yīng)對所有所有顧顧客?？?。如：原可口可如：原可口可樂樂（ （60年代前的可口可年代前的可口可樂樂） ）、麥當(dāng)、麥當(dāng)勞勞優(yōu)優(yōu)點點:不需市不需市場細(xì)場細(xì)分，分，節(jié)約節(jié)約成本。成本。缺點：不能使所有缺點：不能使所有顧顧客客滿滿意。意。A產(chǎn)品2、差異性、差異性營銷營銷對細(xì)對細(xì)分出來的市分出來的市場場， ，選擇選擇兩個或以上，推出不同的兩個或以上，推

39、出不同的產(chǎn)產(chǎn)品及品及營營銷銷方案。方案。如：如：現(xiàn)現(xiàn)可口可可口可樂樂、本田汽、本田汽車車、寶、寶潔潔優(yōu)優(yōu)點：達(dá)到點：達(dá)到較較高高銷銷量。量。缺點：成本高缺點：成本高適用：適用：實實力、力、資資源雄厚的大公司源雄厚的大公司FABCDEF3、集中性營銷指企業(yè)集中力量，進(jìn)入一個細(xì)分市場，爭取在這個市場中占較大份額。如法拉利賽車。優(yōu)點:能提供較佳的產(chǎn)品和服務(wù)，在其占領(lǐng)的市場中有較強(qiáng)的地位，并且節(jié)約成本。缺點：選擇的細(xì)分市場一旦需求變化，會出現(xiàn)經(jīng)營危機(jī)。適用：資源有限的企業(yè)。A互動空間互動空間 對對于同于同質(zhì)產(chǎn)質(zhì)產(chǎn)品或需求上共性品或需求上共性較較大大的的產(chǎn)產(chǎn)品，一般宜品，一般宜實實行（）行（）（1 1）

40、無差異）無差異營銷營銷 （2 2）差異性）差異性營銷營銷（3 3）集中性）集中性營銷營銷互動空間互動空間 經(jīng)營經(jīng)營差異性大、市差異性大、市場變場變化快的化快的產(chǎn)產(chǎn)品品的企的企業(yè)業(yè)，以及有一定，以及有一定資資源能力源能力應(yīng)應(yīng)付付市市場變場變化的企化的企業(yè)業(yè)，可以采用（）策，可以采用（）策略略無差異性無差異性營銷營銷差異性差異性營銷營銷 集中性集中性營銷營銷 可可樂樂公司早期只生公司早期只生產(chǎn)產(chǎn)5美分一瓶可美分一瓶可樂樂，后，后 來來發(fā)現(xiàn)發(fā)現(xiàn)小孩喝不完一瓶，又生小孩喝不完一瓶，又生產(chǎn)產(chǎn)了了3美分一瓶美分一瓶的可的可樂樂。（。（ ） ）互動空間互動空間他他們們采用了那些目采用了那些目標(biāo)標(biāo)市市場場策略

41、？策略？無差異策略無差異策略差異性策略差異性策略 捷而達(dá)公司生捷而達(dá)公司生產(chǎn)產(chǎn)的自行的自行車專門滿車專門滿足女青年足女青年 的需要。（的需要。（ ） ） 產(chǎn)產(chǎn)品具有同品具有同質(zhì)質(zhì)性，性，應(yīng)應(yīng)采用（采用（ ） ） 目目標(biāo)標(biāo)市市場場策略。策略。集中性策略集中性策略無差異性無差異性三、選擇目標(biāo)市場營銷策略考慮因素 企業(yè)狀況 產(chǎn)品特點 市場特點 產(chǎn)品生命周期 競爭者的策略三、市場定位的方式 特色定位 功效定位 質(zhì)量定位 利益定位 使用者定位 競爭定位 價格定位A difference is worth establishing to the extent that it satisfies the f

42、ollowing criteria: Important: The difference delivers a highly valued benefit to target buyers. Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way. Superior: The difference is superior to other ways that customers might obtain the same benefit

43、. Communicable: The difference is communicable and visible to buyers. Preemptive(優(yōu)先的, 先買（占）): Competitors cannot easily copy the difference. Affordable: Buyers can afford to pay for the difference. Profitable: The company can introduce the difference profitably. ServicesDifferentiationi.e. Delivery,

44、 Installation, Repair Services, Customer Training ServicesProduct Differentiationi.e. Features, Performance, Style & Design, or AttributesImageDifferentiationi.e. Symbols, Atmospheres, EventsPersonnel Differentiationi.e. Hiring, Training Better People Than Competitors DoThe ways to differentiate

45、 the offerings (3) How many differences to promote Many marketers advocate to promoting only one central benefit.Rosser Reeves said a company should develop a unique selling proposition(USP) for each brand and stick to it. Number one positioning including: Best quality;best service,lowest price,safe

46、st, etc. Double-benefit positioning. Example:Volvo positions its automobiles as “safest” and “most durable”. Triple or more benefit positioning(4)Four major positioning errorsvUnderpositioningvOverpositioningvConfused positioningvDoubtful positioning(5) Positioning strategyAttribute positioning: BMW

47、Benefits positioning : Example: save your time.Use or application or usage occasion positioning : Chocolate for Saint Valentines DayUser positioning : Johnson & Johnson: For the cradle. (Against a) competitor positioning : The product claims to be better in some way than a named competitor.Product category positioning: th