营销细分、瞄准、定位竞争优势

LectureSix,Marketingsegmentation,targeting,andpositioningforcompetitiveadvantage,Ataglance,ListanddiscussthemajorlevelsofmarketsegmentationandbasesforsegmentingconsumerandbusinessmarketsExplainhowcompaniesidentifyattractivemarketsegmentsandchooseamarket-coveragestrategyDiscusshowcompaniescanpositiontheirproductsformaximumcompetitiveadvantageinthemarketplace,StagesinMarketOrientation,StepsinSegmentation,Targeting,andPositioning,Segmentation,Theprocessofidentifyingspecificsegmentswhethertheybecountrygroupsorindividualgroupsofpotentialcustomerswithhomogeneousattributeswhoarelikelytoexhibitsimilarbuyingbehavior.,Levelsofmarketingsegmentation,Massmarketing,Segmentmarketing,Nichemarketing,Micro-marketing,Completesegmentation,Nosegmentation,BasesforSegmentingConsumerMarkets,CHARACTERISTICS,Demographic,Geographic,Behavior,Psychographics,Characteristics,Geographiclocation:PopulationbycountryPopn.byRegionPopn.byCitysizePopn.bySuburbsPopn.byDistricts,Demographics:GenderAgeIncomeOccupationMaritalstatusHouseholdsizeRaceReligionEducationlevelSocioeconomicstatusLifecyclestage,Basesforidentifyinghomogenousgroupsofconsumersthataremeasurable,accessible,substantialand,actionable,Geo-demographics,SegmentingBusinessMarkets,SignodesSegmentationVariables,1,2,3,4,5,6,7,8,Single-factorsegmentation,5,6,4,3,gender,2,1,Age,female,male,children,Double-factorsegmentation,youth,aged,gender,Income,career,Three-factorssegmentation,ManufacturerA,users,application,Usersize,price,Multi-segmentation,EffectiveSegmentation,Targeting,Asetofbuyerssharingcommonneedsorcharacteristicsthatthecompanydecidestoserve.,EvaluatingMarketSegments,MarketCoverageStrategies,ChoosingaMarket-CoverageStrategy,Positioning,Thewaytheproductisdefinedbyconsumersonimportantattributestheplacetheproductoccupiesinconsumersmindsrelativetocompetingproducts.,ProductPositioning,PositioningforCompetitiveAdvantage,PromotingDifferences,Productpositioning,High,Productivity,Marketinginnovation,Oncemarketshareisgained,differentiatedproductsaredeveloped,low,high,Swissluxurywatches,SEIKO,SWATCH,Fashion-basedlow-costproduction,Low-costvolumeproduction,Low,Developingacompetitivepositioninthewatchindustry,Source:Theessenceofmarketing,Simonmajaro,PrenticeHallEurope,1993,Cheap,MappingofcigarettesintheGermanmarket(illustrationonly-positionsshownarenotnecessarilycorrecttoday),Source:Theessenceofmarketing,Simonmajaro,PrenticeHallEurope,1993,P197,Luxury,Young,Old,Lord,B&H,Marlborough,Prince,HB,PeterStuyvesant,Camel,West,Possiblevaluepropositions,More,Thesame,Less,More,Thesame,Less,Price,Benefits,Moreformore,Moreforthesame,Moreforless,Thesameforless,Lessformuchless,Nextweek,ProductandservicesstrategyAssignment:Reviewingthelecture6Textbook(chapter7)Cases