营销管理 科特勒 第中国识别细分市场和目标市场PPT学习教案

1、会计学1Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-2第1页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-3第2页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-4细分营销细分营销本地化营销本地化营销顾客定制顾客定制补缺营销补缺营销我们可以在四个层次上进行市场定位：我们可以在四个层次上进行市场定位：第3

2、页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-5地理地理人口人口心理心理行为行为第4页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-6年龄和生命周期年龄和生命周期生活阶段生活阶段性别性别收入收入世代世代社会阶层社会阶层第5页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-7第6页/共22页Co

3、pyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-8第7页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-9第8页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-10自由转换自由转换浅层次浅层次一般水平一般水平坚定的坚定的坚决不用坚决不用犹豫犹豫可采用可采用不用不用使用者使用者不用者不用者第9页/共22页Copyr

4、ight 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-11人口变量人口变量经营变量经营变量采购方式采购方式情境因素情境因素个性特征个性特征第10页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-12基于需要的细分基于需要的细分细分市场识别细分市场识别细分市场吸引力细分市场吸引力细分市场的获利性细分市场的获利性细分市场定位细分市场定位细分市场细分市场“酸性测试酸性测试”营销组合战略营销组合战略第11页/共22页Copyrig

5、ht 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-13可衡量可衡量足够大足够大可接近可接近能区分能区分可操作可操作第12页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-14第13页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-15有选择的专业化集中在单一的细分市场第14页/共22页Copyright 2009 Pears

6、on Education, Inc. Publishing as Prentice Hall 7-16产品专业化市场专业化第15页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-17目标市场选择的模式目标市场选择的模式覆盖整个市场第16页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-18第17页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-19第18页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 7-20第19页/共22页Copyright 2009 Pearson Education, Inc. Publishing as Pren