3了解您的顾客：市场细分、目标市场选择与定位

1、Segmentation, Targeting, Positioning Segmentation grouping consumers by some criteria Targeting, choosing which group(s) to sell to Positioning select the marketing mix most appropriate ior the target segment(s)segmentmarketchoose largel(s)position product s)Entire MarketuSegment lftSegment 2flSegme

2、ntation Segmentation = grouping consumers by some criteria, such that those within a group w ill respond similarly to a marketing action and those in a diilerent group will respond dill erent lv.o 口口oO i oOlSegmentation。胃o口 o 口 oOnnlloOall dog ownersdogs aredogs aresen ants familv memberspotential s

3、egmentation variables:sexageraceincomeeducational levelmarital status# of cliildrcnintrovert / extroxertzipcodcusage hisloiyElvis Fan?Together, a bat and a ball cost $1.10.The bat costs $1 more than the ballHow much does the ball cost?Together, a bat and a ball cost $1.10.The bat costs $1 more than

4、the ballHow much does the ball cost?H5 cents*TO cents”114 subjects 75 subjectsAlong what dimensions could the fbllowingmarkets be segmented?Soft Drinks:Cell Phones:Segmentation, Targeting, Positioningsegmentmarketchoose largel(s)Which segmcnt(s) do I target?mass marketingCompmiydifferentiated market

5、ingmix mix 2 mix 3二厂Segment 3niche marketingCompanyMarketingMixMarketingMixWhat segments are being targeted? Cap n Cninch Crystal Pepsi The Body Shop Dollar store Harlev Davidson Nokia cell phones Mountain DewShould I target a segment? sufficient heterogcneih in preferences I he segments must identi

6、fiable large enough too be worthwhile How competitive is the segment?Prerequisites for segmentation customer needs arc heterogeneous segments are identifiable “This is a Burger King town Herb the nerd docsn t eat here Positioning1. Determine what consumers currently think about your product (wrt com

7、peting products)2. Decide what you w ant consumers to think about your product.3. Figure out how to reposition.Position along many dimensions1. Product Attributes (Certs, uilh Ret sin)2. Product effects (Rembrandt gets teeth 5X whiter)3. Price Budget Gounnct frozen dinners)4. User (baby sliampoo vs.

8、 gentle sliainpoo)5. Usage (Coke in the morning)6. Relation to other products (7 Up is the z/?cola)7. Arbitran (Weekends are for Michelob*)What /x Burger Kings position?The right foodfor the riuht timesSometimes)ou c gol Io break lhe rubs This is a Burlier Kiim townLJ* Herb the nerd doc sift cat her

9、eHeavy Hein eke n Becks Budweiser Bitter Mild LightExpe nsive Old Young Cheapmass marketing customized marketing“ model T ”“ one size fits all ”“ shotgun“ model T ”“ Burnt Sienna Honda Civic with bucket seats, dual climate control, heatedhandle bars, white wall tires”“ one of a kind ”“rifle ”What are the adva ntages of customer segme ntatio n? ? Focuses efforts on who to findout more about ? Are the segme nts ide ntifiable? ? Is it large eno ugh? ? What is the geographical concen trati