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CreatingandMaintainingConsumerDemand創(chuàng)造并保持消費(fèi)者需求目的PurposeToreviewthefactorsthatinfluenceconsumerdemandThesearecriticalfactorsthatconsumerdrivencompaniesneedtomanageToreviewthetoolwhichareusedtodetermineproblemswithbuildingvolume,buildingshare,andimprovingconsumerdemand回顧影響消費(fèi)者需求的因素這些是消費(fèi)者導(dǎo)向型公司需處理的要素回顧那些用于確定問題的工具，逐步增加銷量，市場(chǎng)份額并改善消費(fèi)者需求采購流程PurchasingProcessTheconsumerdecisiontopurchaseaparticularproductcanbedividedintothreephasesPurchaseintentBuyingprocessUsage

消費(fèi)者購買某個(gè)具體產(chǎn)品決定過程可以分為3個(gè)階段采購意向采購過程使用Templateslide采購意向PI購買Buying使用Usage消費(fèi)者Consumer品牌認(rèn)知BA產(chǎn)品承諾Pp分銷Dis貨架表現(xiàn)shf.pr價(jià)格/價(jià)值P/V包裝Package品牌形象BI第一次試用Trial重復(fù)購買RepeatAllthesephasesaredoneina"noisy"environmentInfluencedbypastproductusagemendationsfromothersInfluencesofadvertising,etc.Competitiveactivity每一個(gè)階段，消費(fèi)者都在一個(gè)很“吵”的環(huán)境之中過去產(chǎn)品的使用經(jīng)驗(yàn)會(huì)影響她其他人的介紹廣告的影響，等競(jìng)爭(zhēng)者采取的行動(dòng)消費(fèi)者嬌爽蘇菲寶潔安爾樂品牌RBrandr品牌xBrandx品牌QBrandq品牌sBrands品牌yBrandyIttakesaverystrongbrandtomakeitthroughthecompetitivegauntlet競(jìng)爭(zhēng)的槍林彈雨中，只有強(qiáng)勢(shì)品牌才能通關(guān)寶潔P&G嬌爽J&J尤妮佳Uni-Charm其它OthersConsumerBrandAwarenessProductPromiseDistributionShelfPresencePrice/ValuePackageBrandImageTrialRepeat消費(fèi)者Consumer品牌認(rèn)知BA產(chǎn)品承諾Pp分銷Dis貨架表現(xiàn)shf.pr價(jià)格/價(jià)值P/V包裝Package品牌形象BI第一次試用Trial重復(fù)購買RepeatAbrandthatmakesitthroughearnsshareofmarket通關(guān)的品牌贏得市場(chǎng)份額WhenabrandfailstobuildmeaningfulshareofmarketorlosesshareofmarketithasaweaknessinsomephaseoftheprocessorissufferingfromacompetitiveattackExamplesare…當(dāng)某個(gè)品牌沒辦法建立一定的市場(chǎng)份額或者市場(chǎng)份額出現(xiàn)滑坡時(shí)，說明上流程某一環(huán)較弱或是遭到了競(jìng)爭(zhēng)者的進(jìn)攻例如…不是很熟Notveryfamiliar產(chǎn)品不對(duì)路Nottherightproduct她們光顧的店里沒有Notwheretheyshop缺貨，不顯眼Outofstock,hardtofind不吸引人，沒什么細(xì)節(jié)Notatrctiv,ndetail品牌形象不對(duì)Nottherightbrand沒有達(dá)到期望值Doesn'tdowhatexpected失望了，沒其它產(chǎn)品好Disp,otherbetter太貴，太廉價(jià)Tooexpensive,toocheap消費(fèi)者Consumer品牌認(rèn)知BA產(chǎn)品承諾Pp分銷Dis貨架表現(xiàn)sh.p價(jià)格/價(jià)值P/V包裝Package品牌形象BI第一次使用Trl重復(fù)購買RepeatThereisonebarrierwhichisnearlyalwaysfataltoabrandconsumersrarelyretryabrandtheyhaverejectedbecauseofproductperformance有一項(xiàng)障礙對(duì)品牌而言幾乎是致命的如果是因?yàn)楫a(chǎn)品沒達(dá)到消費(fèi)者的期望值，使他們拒絕使用，那么她們以后極少會(huì)再用這個(gè)牌子不喜歡這個(gè)產(chǎn)品Didnotlikeproduct否絕Rejection消費(fèi)者Consumer品牌認(rèn)知BA產(chǎn)品承諾PP分銷Dtr貨架表現(xiàn)SPr價(jià)格/價(jià)值P/V包裝Package品牌形象BI第一次使用TrialThisisofcriticalconcern,especiallyinaproductcategorylikediapers--wheremothersonlyhaveonechildandthereisalimitedlengthofuse.這是一個(gè)關(guān)鍵的問題，尤其是象紙尿褲這類的產(chǎn)品--媽媽們只有一個(gè)寶寶，而且使用期也很短Itisclearhowdifficultitistogainbrandloyalty.Brandloyalconsumersarethosewhohavemadeitthroughthecompletepurchasecyclemanytimestothepointwhereithasalmostehabitualpurchaseandtheytendto"tuneout"messagesfromotherbrands這很清楚，要贏得品牌忠誠度有多難.對(duì)品牌忠誠的消費(fèi)者就是那些不斷在這個(gè)購買流程中反復(fù)多次，以至于幾乎養(yǎng)成了一種采購習(xí)慣，而且其它品牌的信息對(duì)他而言好像接收不到Itisverychallengingforabrandtoepartofaconsumer'sconsiderationsetandconsistentlysucceedoverallotherbrands一個(gè)品牌如果能做到成為消費(fèi)者考慮的一部分并且屢屢勝過所有其它品牌，這個(gè)品牌是非常具有挑戰(zhàn)性的。建立消費(fèi)者忠誠度

BuildingConsumerLoyaltyEachstepbuildsontheothersGooddistributionisessential,butabrandwithapoorimagewillnotachievemuchconsumerpullAlowerpricethancompetitioncancompensationforsomeweakness,butiftheproductdoesn'tperformwell,theconsumerwillnotbuyitagain每一步都為其他步驟作鋪墊有效的分銷是基礎(chǔ)，但是品牌形象不好則消費(fèi)者拉動(dòng)力就不足比競(jìng)爭(zhēng)對(duì)手低價(jià)可以彌補(bǔ)一些缺點(diǎn)，但產(chǎn)品表現(xiàn)不良，消費(fèi)者是不會(huì)再買的Consumerdrivenmarketersuseatechniquecalledtargetmarketingtohelpwiththatchallenge消費(fèi)者導(dǎo)向型的公司采用一項(xiàng)技術(shù)，我們稱之為—目標(biāo)市場(chǎng)，來幫助實(shí)現(xiàn)該挑戰(zhàn)消費(fèi)者細(xì)分研究的需要

TheneedforconsumersegmentationresearchTargetmarketingistheprocessoffocusingonaparticulartypeofconsumerwithaspecificsetofneeds.Byfocusingthemarketercanbetterunderstandthatconsumeranddesignacompletemarketingprogramthatwillbehighlyappealingtothattarget所謂目標(biāo)市場(chǎng)，即集中于滿足某一類消費(fèi)者的一套具體需求的流程通過集中，公司可以更好的理解那類消費(fèi)者，并設(shè)計(jì)一套完整的市場(chǎng)營銷計(jì)劃，高度吸引目標(biāo)消費(fèi)群Theprocessofidentifyingthattarget,deeplyunderstandingtheirneedsandlearninghowtoappealtothemiscalledconsumersegmentation.Segmentationcanincludedemographiccharacteristicslikeageande,butalsolifestyles,aspirations,concernsandfears–therationalandemotionalaspectsthatdrivedecisionmaking消費(fèi)者細(xì)分研究的需要

Theneedforconsumersegmentationresearch識(shí)別目標(biāo)消費(fèi)群，對(duì)他們的需求進(jìn)行深入了解并知道如何去吸引她們，這個(gè)流程就是消費(fèi)者細(xì)分消費(fèi)者細(xì)分可以包括人口統(tǒng)計(jì)方面的，如年齡和收入，也包括生活方式，內(nèi)心渴求，顧慮和擔(dān)心–理性與感性方面，這些進(jìn)行決策的驅(qū)動(dòng)因素Targetmarketidentificationandunderstandingthroughconsumersegmentationresearchisthebasisfordevelopingastrongbrandidentityandguidancefordevelopingeffectiveproductsandmarketingplans.Itisthefoundationforsuccessfullybuildingpurchaseintent,andensuringthatthebuyingandusageprocessessupporttheexpectationsbuiltduringthepurchaseintentphase消費(fèi)者細(xì)分研究的需要

Theneedforconsumersegmentationresearch通過細(xì)分研究發(fā)現(xiàn)并了解目標(biāo)市場(chǎng)，是建立強(qiáng)勢(shì)品牌、指導(dǎo)有效的產(chǎn)品開發(fā)和市場(chǎng)營銷計(jì)劃的基礎(chǔ)這也是成功的建立正面采購意向的堅(jiān)實(shí)基礎(chǔ)，并確保購買和使用過程支持采購意向階段建立起來的消費(fèi)者期望值Becausethemarketingenvironmentisnotstatic--consumerschange,competitorsengageinnewtactics,newbrandsandnewproductsareintroduced--trackingstudiesprovideconsumerfeedbacktoensurethatabrandismaintainingdesiredimageandproductrelevanceawarenessprice/valuebalanceproductperformancestandards因?yàn)槭袌?chǎng)營銷環(huán)境不是靜止的–消費(fèi)者變化，競(jìng)爭(zhēng)者會(huì)采用新的策略，又有新的品牌和新產(chǎn)品–跟蹤調(diào)研可提供消費(fèi)者的反饋，確保品牌得以維護(hù)想要塑造的形象和產(chǎn)品意味認(rèn)知價(jià)格/價(jià)值的平衡產(chǎn)品表現(xiàn)的水準(zhǔn)消費(fèi)者跟蹤調(diào)查的需要

Theneedforconsumertrackingstudies消費(fèi)者跟蹤調(diào)查的需要

TheneedforconsumertrackingstudiesTrackingstudieshelptoensurethatthebrandisstayingontrackagainstmarketinggoals.ItprovidesanearlywarningsystemshouldsomemarketingelementbeweakeningItprovidesfeedbackonpurchaseintent,thebuyingprocessandproductusage跟蹤調(diào)研確保品牌走在實(shí)現(xiàn)市場(chǎng)目標(biāo)的正軌上并提供一個(gè)預(yù)警系統(tǒng)：是否某些市場(chǎng)因素正在削弱并提供采購意向、采購流程和產(chǎn)品使用階段的反饋情況產(chǎn)品測(cè)試的需要

TheneedforproducttestingProducttestingensuresthatyourproductisperformingagainstconsumerexpectationsProducttestingshouldnotonlyinclude"bench"orlabtesting,butin-hometestingbyconsumersCompetitiveproductsshouldbeevaluatedtoensurethatyourproductmeetsorexceedstheperformanceofdirectcompetitors產(chǎn)品測(cè)試確保產(chǎn)品的表現(xiàn)與消費(fèi)者期望保持一致產(chǎn)品測(cè)試應(yīng)該不僅包括實(shí)驗(yàn)室測(cè)試，還包括消費(fèi)者家庭使用測(cè)試也要測(cè)評(píng)競(jìng)爭(zhēng)產(chǎn)品，以確保你的產(chǎn)品滿足，甚至超過直接競(jìng)爭(zhēng)對(duì)手Producttestingensuresthattheproductwillperformbetterthancompetitionandcausetheconsumertorepurchasetheproductrepeatedly,buildingtobrandloyalty產(chǎn)品測(cè)試的需要

Theneedforproducttesting產(chǎn)品通過測(cè)試可確保產(chǎn)品表現(xiàn)比競(jìng)爭(zhēng)者強(qiáng)，使消費(fèi)者重復(fù)購買產(chǎn)品，建立起消費(fèi)者的品牌忠誠度消費(fèi)者調(diào)研總結(jié)

SummaryofConsumerResearch消費(fèi)者細(xì)分Segmentation跟蹤調(diào)研Tracking產(chǎn)品測(cè)試ProductTesting消費(fèi)者Consumer品牌認(rèn)知BA產(chǎn)品承諾Pp分銷Dis貨架表現(xiàn)shf.pr價(jià)格/價(jià)值P/V包裝Package品牌形象BI第一次使用Trl重復(fù)購買Repeat市場(chǎng)信息的需求

TheneedformarketintelligenceOnceastrongbrandpremisehasbeenestablishedandwellperformingproductsdeveloped,thebuildingofsalesvolumeandshareofmarketisdonethroughamarketingplanningprocessAnnualplanningprocessesAssessesthestrengthsandweaknessesofspecificbrands/productsEstablishesbusiness,financial,andmarketinggoalsforbrands,products,newproducts一旦打好強(qiáng)勢(shì)品牌的基礎(chǔ)并開發(fā)出優(yōu)績(jī)的產(chǎn)品，銷售收入和市場(chǎng)份額接著市場(chǎng)營銷計(jì)劃流程便可達(dá)到年度計(jì)劃流程評(píng)估具體品牌/產(chǎn)品的優(yōu)勢(shì)和略勢(shì)制定品牌、產(chǎn)品、新品的商業(yè)，財(cái)務(wù)和市場(chǎng)營銷目標(biāo)TheplanisimplementedandperformanceismonitoredtoEnsureperformanceagainstgoalProvidelearningonhowtoimproveperformanceIdentifyproblemsProvidesufficientinformationtodiagnoseproblems市場(chǎng)信息的需求

Theneedformarketintelligence通過執(zhí)行計(jì)劃，并監(jiān)督績(jī)效以確保：

各方面績(jī)效達(dá)到預(yù)定目標(biāo)為改進(jìn)績(jī)效提供學(xué)習(xí)經(jīng)驗(yàn)發(fā)現(xiàn)問題為診斷問題提供充足的信息dataonvolumeandsharetomeasureperformanceagainstplanwhichprovideearlywarningofproblemsandhelpsdiagnosecauseoncompetitiveactivitytoidentifybusinessbuildingopportunities數(shù)據(jù)在量和份額上測(cè)評(píng)績(jī)效，對(duì)比計(jì)劃提供問題的預(yù)警并幫助診斷原因有關(guān)競(jìng)爭(zhēng)者的活動(dòng)識(shí)別業(yè)務(wù)發(fā)展機(jī)會(huì)市場(chǎng)信息

MarketIntelligenceDataonmanufacturer,brands,products,downtoskulevelbygeographicregion,city/towntypeandsize,outlettypeVolume,valueShareofvolume,valuePricingDistributionShelfpresenceRetailerpurchasesOutofstock有關(guān)生產(chǎn)商、品牌、產(chǎn)品的數(shù)據(jù)可以細(xì)到單品，并分到各地區(qū)，城市/鄉(xiāng)村，以及不同的銷售類型量、額銷售量市場(chǎng)份額，額的市場(chǎng)份額零售價(jià)格分銷渠道貨架陳列零售商的采購情況缺貨情況市場(chǎng)營銷信息

MarketIntelligence市場(chǎng)信息的某些應(yīng)用

SomeapplicationsofmarketintelligenceThisdataindicatesifthereisaproblemandca