國際市場營銷InternationalMarketingchapter7

1、國際市場營銷InternationalMarketingchapter7AheadProcter & 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 liquid dishwashing detergent, toothp

2、aste, 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 introduce several brands in one category instead o

3、f 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 ObjectivesIn this chapter, we focus on the following questions:How can one firm segment the market?How ca

4、n 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. Select target segmentsMarket positioning5. Devel

5、op positioning for target segments6. Develop a marketing mix for each segmentMajor steps in target marketing1. Market SegmentationThrough 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 can be reached more efficiently and effectively with

6、products and services that match their unique needs. we discuss five important segmentation topics: Levels of market segmentationBases of segmenting consumer marketsBases of segmenting business marketsRequirements for effective segmentation.同質(zhì)市場與異質(zhì)市場 同質(zhì)市場：消費者對某一產(chǎn)品的要求根本 一樣或極為相似。如火柴、白糖等。異質(zhì)市場：消費者對某一產(chǎn)品的

7、要求不盡一樣。 絕大多數(shù)的產(chǎn)品市場都是異質(zhì)市場。市場細分是對“異質(zhì)市場進展細分，分為假設(shè)干個同質(zhì)子市場?；涌臻g同質(zhì)與異質(zhì)市場 天然氣市場和手機市場哪個 不必進展市場細分？ 為什么？互動空間同質(zhì)與異質(zhì)市場 以下屬于異質(zhì)市場的是 白糖市場 食鹽市場 服裝市場 煤炭市場Why Segment?Consumers needs and preferences varyIt is impossible for firms to satisfy everyones needs with a single offeringDiscussion QuestionCan you think of a singl

8、e product that satisfies everyones needs/preferences?Consider the following:A 12 ounce can of PepsiMagic Kingdom at Disney WorldA Ritz Carlton HotelWhat is Segmentation?SegmentationBreaking the heterogeneous market into smaller, homogeneous markets SegmentA group of customers who share similar incli

9、nations toward a brand Groups of CustomersGroups of CustomersMass MarketingAll customers are treated the sameCustomer needs are not metButless expensive to implementOne-to-one MarketingEach customer serves as own segment More expensive to implementButcustomer needs are better metOne-to-one Marketing

10、MicromarketingProducts to suit the tastes of individuals and locations Local MarketingTailoring 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 marketin

11、g, customized marketing, or markets-of-one marketing.Groups of CustomersMarketing SegmentationCustomers are broken into more homogeneous groupsGroups are small enough that customer needs are met Butlarge enough to be profitableNiche marketingA segment is broken into smaller customer groups with part

12、icular needs that the company can serve well Falls between segmenting and one-to one 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 ec

13、onomy car buyers. Niche marketing focuses on subgroups within these segments. A niche 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)

14、生局部別以衛(wèi)食健字2001第0271、0275、0276號，批準了珠海康奇、無錫健特藥業(yè)申報的黃金伙伴兒童及青少年組合維生素片、黃金伙伴女士組合維生素片、黃金伙伴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：補充多種維生素及礦物質(zhì)；女士組合的保健功能是：補充維生素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 BasesMarketers segment markets by identif

15、ying variables(s) that help them determine whether or not customers will like their productSegmentation basesFactors 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 a

16、nd in combination, to find the best way to view the market structure. we look at the major geographic, demographic, psychographic, and behavioral variables.第二節(jié)、市場細分及有效市場細分條件細分標準 具 體 變 量地理環(huán)境國別、城鄉(xiāng)、氣候、交通、地理位置等人口因素年齡、性別、職業(yè)、收入、教育程度等心理因素個性、興趣、愛好、生活方式等購買行為購買動機、追求利益、使用頻率、品牌與商標的信賴程度等一、市場細分標準Bases for Consume

17、r SegmentationDemographicEasy to identify and commonly used But be certain that variable helps determine customer needs/preferencesExamples:genderagehousehold compositionlifestyle cycleeducationincome, etc.Bases for Consumer SegmentationGeographicEasy to identify and commonly used But be certain tha

18、t variable helps determine customer needs/preferencesExamplescountryarea of countryclimateurban vs. rural, etc.Bases for Consumer SegmentationPsychologicalHarder to identify but maybe more insightful in determining customer needs/preferencesExamplesattitudesknowledge and awarenesswants and needs aff

19、iliations, e.g., political partytraits, e.g., extraversion expertise and involvement, e.g., hobbiesbrand attributes sought, etc.Bases for Consumer SegmentationPsychological, cont.VALSSystem based on the idea that self-expression, ideals & achievement determine customers product/brand orientation str

20、ivers, achievers, etc.Bases for Consumer SegmentationBehavioralCannot directly observe customers psychology but can observe their behaviorsgrocery scanner data, etc.Examplesproducts purchaseduser status media habitsloyaltyfrequency of usage, etc. 80/20: 80% of sales come from 20% of customers互動空間 劃分

21、城鎮(zhèn)市場和農(nóng)村市場，其劃分標準是 1人口因素 2地理環(huán)境 3心理因素 4購置行為互動空間 使用者情況屬于 1人口因素 2地理環(huán)境 3心理因素 4購置行為互動空間以下是根據(jù)什么標準進展市場細分的？交通不興隆地區(qū)，人們對日用品的保質(zhì)日期特別留意。 學生一族買衣服講究休閑時尚；上班族買衣服偏向端莊高貴。 保潔公司推出海飛絲去頭屑洗發(fā)水 SK-以穩(wěn)重自信的女性為對象，而美寶蓮那么專為追求潮流的女性定做。 Size, purchasing power, profiles of segments can be measured. Segments can be effectivelyreached and

22、 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.Requirements for Effective Segmentat

23、ion二、有效市場細分的條件可衡量性反響差異可進入性實效性子市場的購置力等有關(guān)數(shù)據(jù)可以被大致測量。所選擇的子市場有足夠的開展?jié)摿?。細分市場?yīng)該是企業(yè)經(jīng)營活動可以到達。細分市場對營銷組合中各要素的變動做差異性反響。Effective SegmentationUtilizes Appropriate DataCan you identify meaningful data?Can you obtain/afford access to the data?Allows Access to CustomersCan you access the customers that meet your dat

24、a specifications directly?Is there a database?Can you access the customers indirectly?Are there activities they participate in, media they frequently use, etc.?Effective SegmentationHas Profitability PotentialIs the profitability potential sufficient?How frequently do customers purchase?How price se

25、nsitive are they?How deep ($) is their purchase?How much growth potential exists?Segments do not have to be large to be profitableBe careful to not too narrowly define segments Always askIs the segmentation criteria meaningful?Effective SegmentationFits with Corporate GoalsDoes the segment align wit

26、h the firms strengths, market image, etc.? Is there limited competition for segment?Is ActionableCan you develop an actionable plan to effectively target the segment?Can you visualize who the segment is, where they are, what they do, etc.? 市場細分要注意的問題一市場細分有可能增大消費本錢和推銷費用二有些市場不必細分三防止多數(shù)錯誤四抵不住外圍市場一時走俏的誘惑

27、五對已確定的目的市場缺乏精細的理解六對目的市場的變化沒有足夠的把握三、市場細分要注意的問題一市場細分有可能增大消費本錢和推銷費用二有些市場不必細分三防止多數(shù)錯誤四抵不住外圍市場一時走俏的誘惑五對已確定的目的市場缺乏精細的理解六對目的市場的變化沒有足夠的把握StrategiesBreadth StrategyReaching multiple segments with a single productStrategiesDepth StrategyServing one segment with multiple productsStrategiesTailored StrategyCusto

28、mizing products for each segment Market TargetingSegment Size and GrowthAnalyze current sales, growth rates and expected profitability for various segments.Segment Structural AttractivenessConsider effects of: competitors, availability of substitute products and, the power of buyers & suppliers.Comp

29、any Objectives and ResourcesCompany skills & resources needed to succeed in that segment(s).Look for 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、企業(yè)占領(lǐng)目的市場的方

30、式p64產(chǎn)品市場集中化產(chǎn)品專業(yè)化市場專業(yè)化選擇性專業(yè)化全面涵蓋Five Patterns of Target Market SelectionSingle-segmentconcentrationProductspecializationM1 M2 M3 P1P2P3SelectivespecializationM1 M2 M3 P1P2P3M1 M2 M3 Full marketcoverageP1P2P3MarketspecializationM1 M2 M3 P1P2P3P1P2P3M1 M2 M3 P = ProductM = Market Choosing a Positioning

31、 Strategy(1)Definition of positioningPositioning is the act of designing the companys offering and image to occupy a distinctive place in the target market s mind.Marketers must:Plan positions to give their products the greatest advantage in selected target markets,Then, design marketing mixes to cr

32、eate 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 buy the product.Examples of Value PropositionsDemand States and Marketing TasksCompany and ProductTarget CustomersBenefitsP

33、riceValue PropositionPerdue (chicken)Quality-conscious consumers of chickenTenderness10% premiumMore tender golden chicken at a moderate premium priceVolvo(station wagon)Safety-conscious “upscale” familiesDurability and safety20% premiumThe safest, most durable wagon in which your family can rideDom

34、inos (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 price(2) Base for positioning- the company try to differentiate its offering to achieve competitive advantages.Differentiati

35、on 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 it satisfies the following criteria:二、目的市場營銷戰(zhàn)略1、無差異營銷企業(yè)不考慮顧客需要的差異，以單一的產(chǎn)品，用一樣的營銷手法，應(yīng)對所有顧客。如：原可口可樂60年代前的可口可樂、麥當勞優(yōu)點:不需市場細分，節(jié)約本

36、錢。缺點：不能使所有顧客滿意。A產(chǎn)品2、差異性營銷對細分出來的市場，選擇兩個或以上，推出不同的產(chǎn)品及營銷方案。如：現(xiàn)可口可樂、本田汽車、寶潔優(yōu)點：到達較高銷量。缺點：本錢高適用：實力、資源雄厚的大公司FABCDEF3、集中性營銷指企業(yè)集中力量，進入一個細分市場，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)品和效勞，在其占領(lǐng)的市場中有較強的地位，并且節(jié)約本錢。缺點：選擇的細分市場一旦需求變化，會出現(xiàn)經(jīng)營危機。適用：資源有限的企業(yè)。A互動空間對于同質(zhì)產(chǎn)品或需求上共性較大的產(chǎn)品，一般宜實行1無差異營銷 2差異性營銷3集中性營銷互動空間經(jīng)營差異性大、市場變化快的產(chǎn)品的企業(yè)，以及有一定

37、資源才能應(yīng)付市場變化的企業(yè)，可以采用策略無差異性營銷差異性營銷 集中性營銷可樂公司早期只消費5美分一瓶可樂，后 來發(fā)現(xiàn)小孩喝不完一瓶，又消費了3美分一瓶的可樂。 互動空間他們采用了那些目的市場策略？無差異策略差異性策略捷而達公司消費的自行車專門滿足女青年 的需要。 產(chǎn)品具有同質(zhì)性，應(yīng)采用 目的市場策略。集中性策略無差異性三、選擇目的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成效定位質(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 sati

38、sfies the following 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

39、 benefit.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. Deliver

40、y, 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 t

41、he offerings (3) How many differences to promoteMany 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,safest, e

42、tc.Double-benefit positioning.Example:Volvo positions its automobiles as “safest and “most durable.Triple or more benefit positioning(4)Four major positioning errorsUnderpositioningOverpositioningConfused positioningDoubtful positioning(5) Positioning strategyAttribute positioning: BMWBenefits positioning : Example: save your time.Use or application or usage occasion positioning : Chocolate fo