ChMarketSegmentationTargetingandPositioning实用学习教案

1、会计学1ChMarketSegmentationTargetingandPositioning实用实用(shyng)第一页，共30页。第1页/共30页第二页，共30页。第2页/共30页第三页，共30页。第3页/共30页第四页，共30页。第4页/共30页第五页，共30页。第5页/共30页第六页，共30页。第6页/共30页第七页，共30页。Market Segmentation1. Identify bases for segmenting the market2. Develop segment profilesMarket Targeting3. Develop measure of segm

2、ent attractiveness4. Select target segmentsMarket positioning5. Develop positioning for target segments6. Develop a marketing mix for each segmentw Major steps in target marketing第7页/共30页第八页，共30页。uThrough market segmentation, companies divide large, heterogeneous(不同种类(zhngli)的,异质的) markets（异质市场） int

3、o smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. uwe discuss five important segmentation topics: uLevels of market segmentationuBases of segmenting consumer marketsuBases of segmenting business marketsuRequirements for

4、effective segmentation.第8页/共30页第九页，共30页。Market segmentation can be carried out at several different levels. Mass marketingSegment MarketingNiche MarketingMicro-marketingNo segmentationcomplete segmentation第9页/共30页第十页，共30页。Mass MarketingSame product to all consumers (no segmentation, i.e Coca-Cola)qC

5、ompanies have not always practiced target marketing. In fact, for most of the 1900s, major consumer products companies held fast to mass marketingmass producing, mass distributing, and mass promoting about the same product in about the same way to all consumers.q Examples:vHenry Ford epitomized this

6、 marketing strategy when he offered the Model T Ford to all buyers; they could have the car in any color as long as it is black.“v Similarly, Coca-Cola at one time produced only one drink for the whole market, hoping it would appeal to everyone.第10页/共30页第十一页，共30页。Segment MarketingDifferent products

7、to one or more segments(some segmentation)第11页/共30页第十二页，共30页。第12页/共30页第十三页，共30页。Niche MarketingDifferent products to subgroups within segmentsMarket segments are normally large, identifiable groups within a marketfor example, luxury car buyers, performance car buyers, utility car buyers, and economy

8、 car buyers. qNiche marketing focuses on subgroups within these segments. qA niche is a more narrowly defined group, usually identified by dividing a segment into subsegments or by defining a group with a distinctive set of traits who may seek a special combination of benefits.第13页/共30页第十四页，共30页。Mic

9、romarketingProducts to suit the tastes of individuals and locations (complete segmentation)Local MarketingTailoring brands/ promotions to local customer groupsIndividual MarketingTailoring products and programs to the needs of individual customers, i.e. DellIndividual marketing has also been labeled

10、 one-to-one marketing, customized marketing, or markets-of-one marketing.第14页/共30页第十五页，共30页。Drawbacks of local marketing. It can drive up manufacturing and marketing costs by reducing economies of scale. It can also create logistics problems as companies try to meet the varied requirements of differ

11、ent regional and local markets. Further, a brands overall image might be diluted(冲淡(chngdn)的) if the product and message vary too much in different localities. Solutions:based on new supporting technologies. 第15页/共30页第十六页，共30页。第16页/共30页第十七页，共30页。第17页/共30页第十八页，共30页。 Size, purchasing power, profiles o

12、f segments can be measured. Segments can be effectively reached and served. Segments are large or profitable enough to serve. MeasurableAccessibleSubstantialDifferentialActionable Segments must respond differently to different marketing mix elements & programs. Effective programs can be designed

13、 to attract and serve the segments.第18页/共30页第十九页，共30页。to succeed in that segment(s).nLook for Competitive Advantages.(1)Evaluating Market Segments第19页/共30页第二十页，共30页。第20页/共30页第二十一页，共30页。M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3P1P2P3M1 M2 M3 第21页/共30页第二十二页，共30页。第22页/共30页第二十三页，共30页。

14、Company and ProductTarget CustomersBenefitsPriceValue PropositionPerdue (chicken)Quality-conscious consumers of chickenTenderness10% premiumMore tender golden chicken at a moderate premium priceVolvo(station wagon)Safety-conscious “upscale” familiesDurability and safety20% premiumThe safest, most du

15、rable wagon in which your family can rideDominos (pizza)Convenience-minded pizza loversDelivery speed and good quality15% premiumA good hot pizza, delivered to your door door within 30 minutes of ordering, at a moderate price第23页/共30页第二十四页，共30页。第24页/共30页第二十五页，共30页。第25页/共30页第二十六页，共30页。ServicesDifferentiationi.e. Delivery, Installation, Repair Services, Customer Training ServicesProduct Differentiationi.e. Features, Performance, St