選擇目標市場與市場定位

Segmentation,Targeting,andPositioning:BuildingtheRightRelationshipswiththeRightCustomers市場細分、選擇目標市場和市場定位0Objectives目標Beabletodefinethethreestepsoftargetmarketing:marketsegmentation,targetmarketing,andmarketpositioning.Understandthemajorbasesforsegmentingconsumerandbusinessmarkets.說明目標市場營銷的三個步驟：市場細分、選擇目標市場和市場定位列出并討論細分市場的主要層次，以及消費者市場和產業(yè)市場的細分因素1Objectives目標Knowhowcompaniesidentifyattractivemarketsegmentsandhowtheychooseatargetmarketingstrategy.Comprehendhowcompaniespositiontheirproductsformaximumcompetitiveadvantage.解釋公司如何識別有吸引力的細分市場并選擇市場覆蓋策略論述公司如何定位自己的產品，使其在市場上具有最大的競爭優(yōu)勢2SellsmultiplebrandswithinthesameproductcategoryforavarietyofproductsBrandsfeatureadifferentmixofbenefitsandappealtodifferentsegments

HasalsoidentifieddifferentnicheswithincertainsegmentsProductmodificationsareuseful:Tideofferssevendifferentproductformulationstoservedifferentniches’needsProcter&Gamble寶潔CaseStudy案例研究3Definition定義MarketSegmentation:Dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.市場細分：根據消費者的不同需求、特征和行為，將一個市場分為幾個有明顯區(qū)別的消費者群體，他們可能需要不同的產品和市場營銷組合。4SegmentingConsumerMarkets

消費者細分市場地理細分營銷組合因地理差異而不同人口細分最常見的細分方式人口與需要、需求和使用率密切相關心理細分基于生活方式、社會階層和人格的細分行為細分通常首先進行GeographicalsegmentationMarketingmixesare

customizedgeographicallyDemographicsegmentationMostpopularsegmentationDemographicsarecloselyrelatedtoneeds,wantsandusageratesPsychographicsegmentationLifestyle,socialclass,andpersonality-basedsegmentationBehavioralsegmentationTypicallydonefirst5GeographicSegmentationVariables

地理細分變量WorldRegionorCountryU.S.regionStateCityNeighborhoodCityorMetroSizeDensityClimate世界地區(qū)或國家國內地區(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籍GeographicSegmentationVariables

地理細分變量7OccasionsBenefitsUserStatusUserRatesLoyaltyStatusReadinessStageAttitudeTowardtheProduct購買時機尋求利益使用者情況使用程度忠誠度購買準備階段品牌崇信BehavioralSegmentationVariables

行為細分變量8SegmentingBusinessMarkets

產業(yè)市場細分

客戶情況行業(yè)、公司規(guī)模、地點經營特點技術、使用者和非使用者、客戶能力購買方式形勢因素緊迫性、具體應用、訂貨規(guī)模個性特點買賣雙方相似性、風險態(tài)度、忠誠度DemographicsegmentationIndustry,companysize,locationOperatingvariablesTechnology,usagestatus,customercapabilitiesPurchasingapproachesSituationalfactorsUrgency,specificapplication,sizeoforderPersonalcharacteristicsBuyer-sellersimilarity,attitudestowardrisk,loyalty9SegmentingInternationalMarkets

國際市場細分地理細分處所或區(qū)域經濟因素收或經濟發(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言、宗教、價值觀、態(tài)度、習慣、行為模式GeographicsegmentationLocationorregionEconomicfactorsPopulationincomeorlevelofeconomicdevelopmentPoliticalandlegalfactorsType/stabilityofgovernment,monetaryregulations,amountofbureaucracy,etc.CulturalfactorsLanguage,religion,values,attitudes,customs,behavioralpatterns10RequirementsforEffectiveSegmentation

有效細分的要求可測量性細分市場的規(guī)模、購買力、基本情況可接近性能夠接近并提供服務實在性足夠大并且能夠贏利可辨別性有不同的反應可行性可以實行有效方案MeasurableSize,purchasingpower,andprofileofsegmentAccessibleCanbereachedandservedSubstantialLargeandprofitableenoughtoserveDifferentiableResponddifferentlyActionableEffectiveprogramscanbedeveloped11TargetMarketing

確定目標市場EvaluatingMarketSegmentsSegmentsizeandgrowthSegmentstructuralattractivenessLevelofcompetitionSubstituteproductsPowerofbuyersPowerfulsuppliersCompanyobjectivesandresources評估細分市場細分市場的規(guī)模與增長特性細分市場的結構優(yōu)勢競爭水平替代產品購買力有力的供應商公司目標和資源12TargetMarketing

確定目標市場TargetMarketingStrategiesUndifferentiated(mass)marketingDifferentiated(segmented)marketingConcentrated(niche)marketingMicromarketing(localorindividual)marketing選擇細分市場無差異營銷差異化營銷集中營銷微市場營銷13TargetMarketing

確定目標市場ChoosingaTarget-MarketingStrategyRequiresConsiderationof:CompanyresourcesThedegreeofproductvariabilityProduct’slife-cyclestageMarketvariabilityCompetitors’marketingstrategies選擇目標市場要考慮：公司資源產品可變程度產品生命周期階段市場可變性競爭者的營銷策略14TargetMarketing

確定目標市場SociallyResponsibleTargetingSomesegmentsareatspecialrisk:ChildrenInner-cityminorityconsumersInternetshoppersControversyoccurswhenthemethodsusedarequestionable.對社會負責的目標市場選擇一些細分市場存在特定風險：兒童少數民族消費者網絡購買者當使用的方法存在問題時就會招致批評15Positioning定位Positioning:Theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.Typicallydefinedbyconsumersonthebasisofimportantattributes.定位：與競爭產品相比產品在消費者心中的位置主要由消費者基于主要特性來定義16Positioning定位ChoosingaPositioningStrategy:IdentifyingpossiblecompetitiveadvantagesProducts,services,channels,peopleorimagecanbesourcesofdifferentiation.ChoosingtherightcompetitiveadvantageHowmanydifferencestopromote?UniquesellingpropositionPositioningerrorstoavoidWhichdifferencestopromote?選擇定位策略：識別可能的競爭優(yōu)勢產品、服務、渠道、人或形象都可以是差異的來源確定適當的競爭優(yōu)勢推廣多少差異？獨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準ImportantSuperiorPreemptiveDistinctiveCommunicableAffordableProfitable重要性顯著性優(yōu)越性專有性溝通性經濟性贏利性18Positioning定位ChoosingaPositioningStrategy:SelectinganoverallpositioningstrategyMoreforMoreValuePropositionMorefortheSameValuePropositionTheSameforLessValuePropositionLessforMuchLessValuePropositionMoreforLessValueProposition選擇定位策略：選擇整體定位策略高質高價高質同價同質低價低質更低價高質低價19Positioning定位ChoosingaPositioningStrategy:DevelopingapositioningstatementPositioningstatementssummarizethecompanyorbrandpositioningEXAMPLE:To(targetsegmentandneed)our(brand)is(concept)that(point-of-difference).Communicatingthechosenposition選擇定位策略：進行定位陳述定位陳述總結公司或品牌的定位策略例：要（目標市場和需求），我們的（品牌）是（區(qū)別點）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、夫學須志也，才須學也，非學無以廣才，非志無以成學。12月-2413:24:4813