市场营销学英文版版教学课件第6章

1、Marketing: An IntroductionThirteenth EditionChapter 6Customer Value-Driven Marketing Strategy: Creating Value for Target CustomersMarketing: An IntroductionThirLearning Objectives (1 of 4)6-1. Define the major steps in designing a customer value-driven marketing strategy: market segmentation, target

2、ing, differentiation, and positioning6-2. List and discuss the major bases for segmenting consumer and business markets.Learning Objectives (1 of 4)6-Learning Objectives (2 of 4)6-3. Explain how companies identify attractive market segments and choose a market-targeting strategy. 6-4. Discuss how co

3、mpanies differentiate and position their products for maximum competitive advantage.Learning Objectives (2 of 4)6-First Stop: Dunkin Donuts Targeting the Average JoeDunkin Donuts targets everyday Joes who just dont get what Starbucks is all about.First Stop: Dunkin Donuts TarLearning Objective 6-1De

4、fine the major steps in designing a customer value-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Learning Objective 6-1Define tFigure 6.1 - Designing a Customer Value-Driven Market StrategyFigure 6.1 - Designing a CustoLearning Objective 6-1 SummaryCusto

5、mer value-driven marketing strategyIdentifying which customers to serveDetermining a value propositionMarket segmentation and market targetingDifferentiating the market offeringPositioning in the minds of target customersRight relationships with the right customersLearning Objective 6-1 SummaryLearn

6、ing Objective 6-2List and discuss the major bases for segmenting consumer and business markets.Learning Objective 6-2List andTable 6.1 - Major Segmentation Variables for Consumer MarketsSegmentation VariableExamplesGeographic Nations, regions, states, counties, cities, neighbourhoods, population den

7、sity (urban, suburban, rural), climate Demographic Age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, generationPsychographic Social class, lifestyle, personalityBehavioral Occasions, benefits, user status, usage rate, loyalty status Table 6.1 - Major SegmentationGeog

8、raphic and Demographic SegmentationGeographic segmentation: Dividing a market into different geographical unitsSuch as nations, states, regions, counties, cities, or neighborhoodsDemographic segmentation: Dividing a market into segments based on variablesSuch as age, life-cycle stage, gender, income

9、, occupation, education, religion, ethnicity, and generationGeographic and Demographic SegDemographic SegmentationAge and life-cycle segmentationDividing a market into different age and life-cycle groups Gender segmentationDividing a market into different segments based on gender Income segmentation

10、Dividing a market into different income segmentsDemographic SegmentationAge anPsychographic Segmentation (1 of 2)Marketers segment their markets using variables such asSocial classLifestylePersonality characteristicsThe products people buy reflect their lifestyles.Psychographic Segmentation (1 Psych

11、ographic Segmentation (2 of 2)VF Corporation offers a closet full of more than 30 premium lifestyle brands.Psychographic Segmentation (2 Behavioral Segmentation (1 of 3)Occasion segmentation: Segments divided according to occasions, when the buyersGet the idea to buyMake their purchaseUse the purcha

12、sed itemBenefit segmentation: Segments divided according to the different benefits that consumers seek from the product.Behavioral Segmentation (1 of Behavioral Segmentation (2 of 3)Schwinn makes bikes for every benefit segment.Behavioral Segmentation (2 of Behavioral Segmentation (3 of 3)User statu

13、s: Markets can be segmented into nonusers, ex-users, potential users, first-time users, and regular users.Usage rate: Markets can be segmented into light, medium, and heavy product users.Loyalty status: Consumers can be loyal to brands, stores, and companies.Behavioral Segmentation (3 of Multiple Se

14、gmentation BasesSegmentation bases help companies toIdentify smaller, better-defined target groupsIdentify and understand key customer segmentsReach customers more efficiently by tailoring market offerings and messages to customers specific needsSegmentation systems help marketers segment people and

15、 locations into marketable groups of like-minded consumers.Multiple Segmentation BasesSegSegmenting Business MarketsConsumer and business markets use many of the same variables for segmentation.Variables used by business marketers for segmentation includeOperating characteristicsPurchasing approache

16、sSituational factorsPersonal characteristicsSegmenting Business MarketsConSegmenting International MarketsVariables includeGeographic locationEconomic factorsPolitical and legal factorsCultural factorsIntermarket (cross-market) segmentation: Grouping consumers with similar needs and buying behaviors

17、 irrespective of their locationSegmenting International MarkeRequirements for Effective SegmentationMeasurableAccessibleSubstantialDifferentiableActionableRequirements for Effective SegLearning Objective 6-2 SummaryConsumer market segmentationGeographic, demographic, psychographic, and behavioralBus

18、iness market segmentationDemographics, operating characteristics, purchasing approaches, situational factors, and personal characteristicsRequirements for effective segmentationMeasurable, accessible, substantial, differentiable, and actionableLearning Objective 6-2 SummaryLearning Objective 6-3Expl

19、ain how companies identify attractive market segments and choose a market-targeting strategy.Learning Objective 6-3Explain Market Targeting (1 of 2)Evaluating the various segments based onSegment size and growthSegment structural attractivenessCompany objectives and resourcesSelecting target market

20、segmentsTarget market: Set of buyers sharing common needs or characteristics that the company decides to serveMarket Targeting (1 of 2)EvaluFigure 6.2 - Market-Targeting StrategiesFigure 6.2 - Market-Targeting Market Targeting (2 of 2)The PUMA Factory sneaker customization Web siteMarket Targeting (

21、2 of 2)The PChoosing a Targeting StrategyFactors to considerCompany resourcesProduct variabilityProducts life-cycle stageMarket variabilityCompetitors marketing strategiesChoosing a Targeting StrategyFSocially Responsible Target MarketingControversy and concern of target marketingVulnerable or disad

22、vantaged consumers are targeted with controversial or potentially harmful products.Socially responsible target marketing should be done to serve both the interests of the company and the interests of those targeted.Socially Responsible Target MaLearning Objective 6-3 SummaryFour market-targeting str

23、ategiesUndifferentiated (or mass), differentiated, concentrated (or niche), and micromarketingMicromarketing includes local and individual marketing.Learning Objective 6-3 SummaryLearning Objective 6-4Discuss how companies differentiate and position their products for maximum competitive advantage.L

24、earning Objective 6-4Discuss Differentiation and Positioning (1 of 2)Firms must decide which segments to target and on the value proposition.Product position is the way a product is defined by consumers on important attributes.Differentiation and PositioninDifferentiation and Positioning (2 of 2)IKE

25、A does more than just sell affordable home furnishings; its the “Life improvement store.”Differentiation and PositioninFigure 6.3 - Positioning Map: Large Luxury SUVsFigure 6.3 - Positioning Map: Choosing a Differentiation and Positioning StrategyChoosing a Differentiation andIdentifying Possible Va

26、lue Differences and Competitive AdvantagesCompetitive advantage: An advantage over competitors gained by offering greater customer value either byHaving lower prices, orProviding more benefits that justify higher pricesFirms can differentiate in terms of product, services, channels, people, or image

27、.Identifying Possible Value DifChoosing the Right Competitive AdvantagesNumber of differences to promoteDeveloping a unique selling proposition (USP) for each brand and sticking to itPositioning on more than one differentiatorChoosing the Right CompetitiveWhich Differences to PromoteImportantDistinc

28、tiveSuperiorCommunicablePreemptiveAffordableProfitableWhich Differences to PromoteImFigure 6.4 - Possible Value PropositionsFigure 6.4 - Possible Value PrWinning Value PropositionsValue propositionDescriptionMore for moreProvides the most upscale product or service More for the sameHigh quality at l

29、ower pricesMore for lessBest winning proposition The same for lessGives a good dealLess for much lessMeeting consumers lower performance or quality requirements at a lower priceWinning Value PropositionsValuDeveloping a Positioning StatementPositioning statement: Summarizes company or brand position

30、ingFormat: To (target segment and need) our (brand) is (concept) that (point of difference).Developing a Positioning StateEvernote Positioning Statement“To busy multitaskers who need help remembering things, Evernote is a digital content management application that makes it easy to capture and remember moments and ideas from your everyday life using your computer, phone, tablet, and the Web.”Evernote Positioning StatementCommunicating and Delivering the Chosen PositionAll the companys marketing mix efforts must support the positioning strategy.