市场营销原理亚洲版复习整理

Marketing:ManagingProfitableCustomerRelationshipsMarketing:goalofmarketing:attractnewcustomersbypromisingsuperiorvaluekeepandgrowcurrentcustomersbydeliveringsatisfactiondefinition(itinvolvessatisfyingcustomerneeds)process:UnderstandingthemarketplaceandcustomerneedsNeeds:physicalneeds(food,clothing,warmth,safety)socialneeds(belongingandaffection)individualneeds(knowledge,self-expression)Wants:wantsareshapedbyone’ssocietyandaredescribedintermsofobjectsthatwillsatisfyneeds.(Food—BigMac,rice)Demands:giventheirwantsandresources,peopledemandproductswithbenefitsthatadduptothemostvalueandsatisfaction需要(已有)f欲望f需求(创造)Marketofferings:营销对象physicalproductsservices,activitiesorbenefitsofferedforsale(notresultinownership)entities(persons,places,organizations,information,ideas)marketingmyopia:营销近视thecustomerwillhavethesameneedbutwantthenewproductsolution:lookbeyondtheattributesandexistingcustomerwantsproductbenefitsandexperiences,andcustomer’sneedsoffersuperiorcustomervalue(createbrandexperiences).DisneyWorld,F1raceCustomervalueandsatisfaction:customersformexpectationsaboutthevalueandsatisfactionthatvariousmarketofferingswilldeliverandbuyaccordingly价值=总收益-总成本marketers:settherightlevelofexpectationsExchanges交换(包含donation)bringaboutaresponse(votes,membership,audience,acceptance)Relationship交易关系goal:retaincustomersandgrowtheirbusinessMarkets:marketingmeansmanagingmarketstobringaboutprofitablecustomerrelationshipsMarketingsystem:actor:suppliers,company,competitors,intermediaries,finalusersaffectedbymajorenvironmentalforces:demographic,economic,physical,technological,political/legal,social/culturaleachpartyaddsvalueforthenextlevel.successdependsontheentiresystem.Designingacustomer-drivenmarketingstrategyMarketingmanagement:营销管理Selectingcustomerstoserve:marketsegmentation,targetmarketingdemarketing(reduce/shiftdemandtemporarilyorpermanently,.奢侈品，旅游景点，限量版)customermanagement,demandmanagement需求与资源匹配selectonlycustomersthatitcanservewellandprofitablyChoosingavalueproposition:differentiate,positiontheproductMarketingmanagementorientations:经营理念(philosophyguidingthesemarketingstrategies)Productionconcept:consumersfavorproductsthatareavailableandhighlyaffordable.生产观念Managementfocusesonimprovingproductionanddistributionefficiency.Marketingshort-sightedness,losingsightofsatisfyingcustomerneeds..亨利福特T型车，代工企业)Productconcept:consumersfavorproductsthatofferthemostinquality,performance,产品观念andinnovativefeatures.Marketingstrategyfocusesonmakingcontinuousproductimprovement.Focusingonlyonproductscanleadtomarketingmyopia..mousetrapcomparedwithchemicalspray,services,4Ps)Sellingconcept:undertakingalarge-scalesellingandpromotion推销观念practicedwithunsoughtgoods(buyersdonotnormallythinkofbuying,.insurance,blooddonations)大萧条时期Focusoncreatingsalestransactionratherthanonbuildinglong-term,profitablecustomerrelationshipsSellwhattheymakeratherthanmakingwhatthemarketwantsProduct-centered“makeandsell”Marketingconcept:customer-centered“senseandrespond”营销观念Findtherightproductforyourcustomers对比：Sellingconcept&MarketingconceptCustomerdriven&CustomerdrivingP10Societalconcept:companiesshouldbalancethreeconsiderationsinsettingtheir社会营销观念marketingstrategies:companyprofits,consumerwants,andsociety’sinterests..垃圾食品，石油危机，外部性，企业道德(J&J召回)Preparinganintegratedmarketingplanandprogramdelivertheintendedvaluetotargetcustomerstransformthemarketingstrategyintoactionmarketingmix:营销组合majortools:productpricepromotionplaceintegratedmarketingprogram整合营销计划:blendallmarketingmixtoolsintoacomprehensiveplanthatcommunicatesanddeliverstheintendedvaluetochosencustomers.Buildingcustomerrelationships(mostimportant)Customerrelationshipmanagement(CRM)客户关系管理:dealswithalltheaspectsofacquiring,keepingandgrowingcustomers.Customervalue:buyfromthefirmthatoffersgreatestperceivedvalue.DonotjudgeproductvalueandcostaccuratelyCustomersatisfaction:higherlevelsatisfactionleadtogreaterloyalty,thusbettercompanyperformancePromiseonlywhattheycandeliver,delivermorethanpromise(Samsung,focusonthedelightfactor,design,style,image,brandexperience,brandpersonality,overallcompanyculture)DonotattempttomaximizecustomersatisfactionGeneratecustomervalueprofitablyCustomerrelationshiplevels:basicrelationship(low-margincustomers)fullrelationship(high-margincustomers)Customerrelationshiptools:frequencymarketingprograms(rewardcustomerswhobuyfrequentlyorinlargeamounts)clubmarketingprograms(offermembersspecialbenefitsandcreatemembercommunities)structuralties,financialandsocialbenefitsChangingnatureofcustomerrelationships:morecarefullyselectedcustomers:selectiverelationshipmanagementcustomerprofitabilityanalysisrelatingforthelongterm:retaincurrentcustomersrealities:changingdemographics,moresophisticatedcompetitorsandovercapacitymeanfewercustomers,highercosttoattractnewonesrelatingdirectly:virtuallybuying,telephone,mail,online.Partnerrelationshipmanagement:合作伙伴关系管理Insidethecompany:linkalldepartmentstocreatecustomervalueeveryfunctionalarea,electronicallyformcross-functionalcustomerteamsoutsidethefirm:suppliers,channelpartners,andcompetitorsmarketingchannels:distributors,retailerstobuyerssupplychain:rawmaterialtofinalproducttobuyerssupplychainmanagementstrategicalliance.McDonald&Sinopec)CapturingvaluefromcustomersCreatingcustomerloyaltyandretention:AimofCRMistocreatenotjustcustomersatisfactionbutcustomerdelightCustomerlifetimevalue:顾客生命价值Aimhighinbuildingcustomerrelationships(long-term)Growingshareofcustomer:Shareofcustomer顾客份额Offergreatervariety,trainemployeestocross-sellandup-sellsellotherproducts,recommendrelatedproducts)Buildingcustomerequity:UltimateaimofCRMistoproducehighcustomerequityCustomerequity:顾客资产Abettermeasureofafirm’sperformancethancurrentsalesormarketshareViewcustomerasassetsthatneedtobemanagedandmaximizedClassifycustomers:potentialprofitability,projectedloyalty,requiredifferentrelationshipmanagementstrategiesBuildtherightrelationshipswiththerightcustomersNewlandscape:digitalage,globalization,ethicsandsocialresponsibility,not-for-profitmarketing(school,hospital,museum,zoo,church,governmentagency)companyandmarketingstrategy:partneringtobuildcustomerrelationships(overallstrategicplanningprocess)Companywidestrategicplanning公司层面战略规戈U:Definingamarket-orientedmission(missionstatemen硬命陈述)marketorientedanddefinedintermsofcustomerneeds.(product-orientedvs.market-oriented)fitthemarketenvironmentbasedonitsdistinctivecompetenciesmotivating(notasmakingmoresalesorprofits)SettingcompanyobjectivesandgoalsTurnmissionintodetailedsupportingobjectivesforeachlevelofmanagementAhierarchyofobjectives,includingbusinessobjectives(公司目标，有时间限制，有数据，可测量，具化)andmarketingobjectives(营销目标)MarketingstrategiesandprogramsmustbedevelopedtosupportthesemarketingobjectivesInthisway,translatemissionintoasetofobjectivesforthecurrentperiodDesigningthebusinessportfolio(业务组合)FititsstrengthsandweaknessestotheopportunitiesintheenvironmentAnalyzingthecurrentbusinessportfolio(majoractivityinstrategicplanning)(1)IdentifythekeybusinessmakingupthecompanyStrategicbusinessunit(SBlM略业务单元)：companydivision,productlinewithinadivision,singleproductorbrand(2)AssesstheattractivenessofitsvariousSBUs(3)DecidehowmuchsupporteachdeservesBCG巨阵growth-sharematrix(marketgrowthrate—attractivenessrelativemarketshare—companystrength)Stars明星类:needheavyinvestmentCashcowsffl金牛:needlessinvestment,producealotofcashQuestionmarks问题类:requirealotofcash.ManagementmustthinkhardaboutwhichquestionmarksitshouldtrytobuildintostarsDogs狗类:donotpromisetobelargesourceofcashFourstrategiesforeachSBU:InvestmoretobuilditsshareInvestjustenoughtoholditsshareHarvesttheSBU(milkingshorttermcash)DivesttheSBU(sellingorphasingitout)LifecycleofSBU:Q*C8DProblems:difficultindefiningSBUsandmeasuringmarketshareandgrowth,timeconsumingandcostlytoimplement,focusoncurrentbusinesses,notfutureplanningSolution:customizedapproach,decentralizestrategicplanning,cross-functionalteams.Shapingthefutureportfolio—growthanddownsizingGrowth:FindingbusinessandproductsthecompanyshouldconsiderinthefutureMarketinghasthemainresponsibilityforachievingprofitablegrowthforthecompany,mustidentify,evaluate,andselectmarketopportunitiesandlaydownstrategiesforcapturingthemProduct/marketexpansiongrid产品/市场扩展方格,安索洛夫方格(Indentifycompanygrowthopportunities)Marketpenetration:newstores,advertising,prices,service,menu市场渗透selection,storedesignMarketdevelopment:newdemographicmarkets,newgeographical市场开发markets出口转内销，发现新用途Productdevelopment:modifiedornewproducts新品种，新口味产品开发Diversification:startinguporbuyingnewbusinesses多样化Downsizing:精简Environmentchanges,makingsomeproductsormarketslessprofitableFirmmayhavegrowntoofastorenteredareaswhereitlacksexperienceSomeproductsorbusinessunitsageanddie(prune,harvest,divestthem,focusonpromisinggrowthopportunities)Planningmarketingandotherfunctionalstrategies(4)MajorfunctionaldepartmentsworktogethertoaccomplishstrategicobjectivesPartneringwithothercompanydepartmentsValuechain价值链:Eachdepartmentcarriesoutvalue-creatingactivitiestodesign,produce,market,deliver,andsupportthefirm’sproductsPartneringwithothersinthemarketingsystemValue-deliverynetwork价值传递网络:Company,suppliers,distributorsandultimatelycustomerswhopartnerwitheachothertoimproveperformanceoftheentiresystemMarketingstrategy:营销战略segmentation,targeting,differentiationandpositioningMarketingmix:4Ps(4Cs:frombuyesview)从4Cs出发，以4Ps为框架执行Managingmarketinginformation(marketplaceelements)Marketinginformationsystem(MIS)营销信息系统P87AssessingmarketinginformationneedsBalancestheinformationuserswouldliketohaveagainstwhattheyreallyneedandwhatisfeasibletoofferIssuestoconsider:Amountofinformation(providetheinformationdecisionmakersshouldhave)Availabilityofinformation(cannotprovideneededinformation,notavailableorbecauseofMISlimitation,strategy,resultingchange)Cost(additionalinformationisn’tworthobtaining,costsvs.benefits)DevelopingmarketinginformationInternaldata:Internaldatabase:内部数据库datasourceswithinthecompanynetworkAdvantage:canbeassessedmorequicklyandcheaplyDisadvantage:incomplete(记录过去情况)orinthewrongform(不同部门之间格式转换)agequickly,largeamountofinformation,mustbewellintegratedandreadilyaccessibleMarketingintelligence:营销情报publiclyavailableinformationGoal:improvestrategicdecisionmaking,assessandtrackcompetitor’sactions,provideearlywarningofopportunitiesandthreatsSources:publishedinformation,products,sales,newpatents,annualreports,businesspublications,tradeshowexhibits,pressreleases,advertisements,webpage.Marketingresearch:市场调查formalstudiesofspecificsituations.consumersatisfaction,purchasebehavior,marketpotential,marketshare,effectivenessof4Ps)(1)DefiningtheproblemandresearchobjectivesTypesofobjectives:Exploratoryresearch探索性调查gatherpreliminaryinformationtodefinetheproblemandsuggesthypothesesDescriptiveresearch描述性调查describethings.marketpotentialforaproduct,demographicsandattitudesofconsumerswhobuytheproduct)Casualresearch因果性调查testhypothesesaboutcause-and-effectrelationshipsManagersstartwithexploratoryresearchandlaterfollowwithdescriptiveorcasualresearch(2)DevelopingtheresearchplanDeterminetheexactinformationneededResearchobjectivesmustbetranslatedintospecificinformationneedsDevelopaplanforgatheringiteffectivelyResearchplan:sourcesofexistingdata,specificresearchapproaches,contactmethods,samplingplansandinstrumentstogathernewdataSecondarydata二手数据:Internaldatabase,externaldatabase(business,government,internet)Advantage:quickly,lowercost,providedatathatanindividualcompanycan’tcollectonitsown(notdirectlyavailable,tooexpensivetocollect)Disadvantage:availability(maynotexist),relevance(fitsneeds),accuracy(reliablesources),current(up-to-date)impartial(软新闻)Primarydata一手数据:Researchapproaches:Observationalresearch®察法调查BestsuitedforexploratoryresearchObservingrelevantpeople,actionsandsituationsEthnographicresearch人类学研究sendingtrainedobserversSurveyresearch问卷调查Mostwidelyused,gatheringdescriptiveinformation(knowledge,attitudes,preferences,buyingbehavior),askingdirectlyAdvantage:flexibilityDisadvantage:unableorunwillingtorespond,givemisleadingorpleasinganswers,don’thavetime,privacyconcernsExperimentalresearch实验法调查Gatheringcasualinformation广告效果测试，口味测试，价格测试ContactmethodsMailquestionnaires邮寄问卷Telephoneinterviewing电话采访interviewerbiasPersonalinterviewing人员调查Individualinterviewing:采用便捷样本Groupinterviewing(focusgroupinterviewing):焦点小组访谈6~10人OnlinemarketingresearchInternetsurvey,onlinepanels,experiments,onlinefocusgroupsSamplingplan抽样计戈USamplingunit(whoistobesurveyed后企业本身产品的目标市场一致SamplesizeSamplingprocedureProbabilitysample简单随机抽样，分层抽样(年龄)，集群抽样(区域)Nonprobabilitysample便捷样本，判断样本，配额样本Researchinstruments调查工具Questionnaire:closed-endquestions(easiertointerpretandtabulate)open-endquestions(exploratory)Simple,direct,unbiasedwording;inalogicalorderMechanicaldevices:peoplemeters,checkoutskinner,eyecamera?PresenttheplantomanagementPresentedinawrittenproposal:problems,objectives,informationneeded,thewaytheresultswillhelpdecisionmaking,researchcost(3)ImplementingtheresearchplanCollectingdata:marketingresearchstafforoutsidefirmsThemostexpensiveandthemostsubjecttoerror(Refusetocooperate,biased,interviewermistakesorshortcuts)Processingtheinformation:isolateimportantinformationandfindings,checkdataforaccuracyandcompleteness,codeitforanalysisAnalyzingtheinformation:tabulatetheresults,computestatisticalmeasure(4)InterpretingandreportingthefindingsManagersandresearchersworktogetherclosely,shareresponsibilityAnalyzingmarketinginformationAdvancedstatisticalanalysistolearnmoreabouttherelationshipswithinasetofdata,involvingacollectionofanalyticalmodelsthatwillhelpmarketersmakebetterdecisionCustomertouchpoint:customerpurchases,salesforcecontacts,serviceandsupportcalls,websitevisits,satisfactionsurveys,creditandpaymentinteractions,researchstudiesAnalyzeanduseindividualcustomerdata:CRM:managingdetailedinformationaboutindividualcustomersandcarefullymanagingcustomertouchpointtomaximizecustomerloyaltyConsistsofsophisticatedsoftwareandanalyticaltools,integratecustomerinformationfromallsources,analyzeitindepth,applytheresultstobuildstrongercustomerrelationshipsDatawarehouses:数据仓库acompanywideelectronicdatabaseoffinelydetailedcustomerinformationDatamining:siftthroughdataanddigoutinterestingfindingsaboutcustomersCRMisonepartofaneffectiveoverallcustomerrelationshipmanagementstrategyDistributingandusingmarketinginformationConsumermarketsandconsumerbuyerbehaviorModelofconsumerbehavior:Stimulusresponsemodel:marketingstimuli营销刺激物:4PsP117otherstimuli:economic,technological,political,culturalbuyer’sblackbox:characteristics,decisionprocessCharacteristicsaffectingconsumerbehavior:Culturalfactors:Culture:themostbasiccauseofaperson’swantsandbehavior,fromfamilyandotherimportantinstitutions(school)Culturalshifts:newproductsSubculture:withinaculture民族，宗教，种族，地域Socialclass:permanentandordereddivisions,measuredbyacombinationofoccupation,income,education,wealth,andothervariablesSocialfactors:Groups群体Membershipgroups成员群体directinfluence,towhichapersonbelongsReferencegroups#照群体directorindirectpointsofcomparisonorreferenceAspirationalgroups期望群体referencegroupstowhichapersonwishestobelongOpinionleaders意见领袖peoplewithinareferencegroupwho,becauseofspecialskills,knowledge,personality,orothercharacteristics,exertsocialinfluenceonothers.(influentialsorleadingadopters)Buzzmarketing口碑营销enlistorevencreateopinionleaderstospreadthewordOnlinesocialnetworking:blogs,socialnetworkingsiteslike,anewformofbuzzmarketingFamily:themostimportantconsumerbuyingorganizationHusband-wifeinvolvement:courtingtheoppositesexChildren:highlyregardedinAsiancultures,children-relatedindustryRolesandstatus:peoplechooseproductsappropriatetotheirrolesandstatuesPersonalfactors:Ageandlife-cyclestaged龄、生命周期阶段RBCRoyalBankfivelife-stagesegmentsYouth:小于18，教育资金Gettingstarted:18—35贷款，信用卡Builder:35—50鼎盛期，贷款Accumulators:50—60财富积累，理财Preservers:大于60财产转移，继承Occupation:bluecollarworkersvs.executivesEconomicsituation:includetrendsinpersonalincome,savings,interestratesLifestyle:aperson’spatternoflivingasexpressedinhisorherpsychographicsAIOdimension:activity,interest,opinionVALS:lifestyleclassificationP1248种Primarymotivation:ideals(knowledgeandprinciples)achievements(demonstratesuccess)self-expression(activity,variety,risk)Resources:income,education,health,self-confidence,energyPersonalityandBrandpersonality:thespecificmixofhumantraitsattributedtoaparticularbrandConsumersarelikelytochoosebrandswithpersonalitiesthatmatchtheirownSelf-concept(self-image)Premise:people’spossessionscontributetoandreflecttheiridentitiesRealself:真实self-image:自我looking-glassselfffc人idealself:理想Psychologicalfactors:Motivation动机:AneedthatissufficientlypressingtodirectthepersontoseeksatisfactionoftheneedSigmundFreudtheory:peoplearelargelyunconsciousabouttherealpsychologicalforcesshapingtheirbehaviorAbrahamMaslow:humanneedsarearrangedinahierarchy,peoplearedrivenbyparticularneedsatparticulartimesPhysiological,safety,social,esteem,self-actualizationneedsPerception感知:Threeperceptualprocesses:Selectiveattention选择性注意screenoutmostoftheinformationSelectivedistortion选择性歪曲/曲解interpretinformationinawaythatwillsupportwhattheyalreadybelieveSelectiveretention选择性保留retaininformationthatsupportstheirattitudesandbeliefsLearning学习Changesinanindividual’sbehaviorarisingfromexperienceandoccursthroughinterplayofdrives,stimuli,cues,responsesandreinforcementMarketer:associatingtheproductwithstrongdrives,usingmotivatingcues,andprovidingpositivereinforcementBeliefsandattitudes信念和态度Belief:Adescriptivethoughtthatapersonhasaboutsomethingbasedonknowledge,opinion,orfaithAttitude:Aperson’srelativelyconsistentevaluations,feelings,andtendenciestowardanobjectoridea.Itisdifficulttochange.Fitintoexistingattitudes.TypesofbuyingbehaviordecisionBasedondegreeofbuyerinvolvementanddegreeofdifferencesamongbrands:ComplexbuyingbehaviorM杂性购买行为Highlyinvolved,significantdifferencesExpensive,risky,purchasedinfrequently,highlyself-expressiveMarketer:understandtheinformation-gatheringandevaluationbehaviorofconsumers,helpbuyerslearnaboutattributesandtheirrelativeimportance,differentiatebrand’sfeatures,andmotivatestoresalespeopleandbuyer’sacquaintancesFocusonproduct增力口产品特性Dissonance-reducingbuyingbehavio减少失调购买行为Highlyinvolved,littledifferenceExpensive,risky,infrequentpurchaseBuyersprimarilyresponsetoagoodpriceortopurchaseconveniencePostpurchasedissonance:noticedisadvantageorhearfavorablewordsaboutaproductnotpurchasedMarketer:after-salecommunicationsshouldprovideevidenceandsupportFocusonCRM(投诉处理、维修等)Habitualbuyingbehavior习惯性购买行为lowinvolved,littledifferenceLow-cost,frequentlypurchasedBrandfamiliarityratherthanbrandconviction(passivelyreceiveinformation)Marketer:usesalesandpricepromotiontostimulateproductstrial,adstressesafewkeypoints,morevisualsymbolsandimaginary,highrepetitionofshort-durationmessage,betteruseTVad,basedonclassicalconditioningtheory(buyerslearntoidentifyacertainproductbyasymbolrepeatedlyattachedtoit)FocusondistributionVariety-seekingbuyingbehavio寻求多样化贝勾买行为lowinvolved,significantdifferencesConsumersdoalotofbrandswitchingforvarietyratherthandissatisfactionMarketleader:encouragehabitualbuyingbehaviorbydominatingshelfspace,keepingshelvesfullstocked,runningfrequentreminderadvertisingChallengerfirms:encouragevarietyseekingbyofferinglowerprices,specialdeals,couponsandfreesample,andadvertisingreasonsforsomethingnewFocusondistributionandpromotionThebuyerdecisionprocessNeedrecognition需求确认Internalstimuli(normalneedrisestoadrive)externalstimuli(ad,discussion)Informationsearch信息收集Personalsources:family,friends,neighbors,acquaintances)mosteffectiveCommercialsources:ad,salespeople,web,dealers,packaging,diaplayPublicsources公开:massmedia,consumer-ratingorganizations,Internetsearches质量检测Experientialsources体验性：handling,examining,usingtheproduct使用经历Evaluationofalternatives方案评价processinformationtoarriveatbrandchoicesCarefulcalculationsandlogicalthinking;buyonimpulseandrelyonintuitionPurchasedecision勾买决策Betweenpurchaseintentionanddecision:Attitudesofothers,unexpectedsituationalfactorsPost-purchasebehavio购买后行为Consumerexpectationsandproducts’perceivedperformanceCognitivedissonance^知失调：DiscomfortcausedbypostpurchaseconflictConsumersatisfactionisakeytobuildingprofitablerelationshipswithconsumers—tokeepingandgrowingconsumersandreapingtheircustomerlifetimevalueMarketer:measurecustomersatisfactionregularly,setupsystemsthatencouragecustomerstocomplainThebuyerdecisionprocessfornewproductsStagesinadoptionproces眯纳过程fromfirstlearningtofinalregularuserAwareness:becomeaware,butlackofinformationInterest:seekinformationEvaluation:considerwhethertryingitmakesenseTrial:trythenewproductinasmallscaleAdoption:makefullandregularuseofitIndividualdifferencesininnovativenessInnovator:venturesomeEarlyadopter:guidedbyrespect,opinionleader,earlybutcautiouslyEarlymajority:deliberate,beforetheaveragepersonLatemajority:skeptical,aftermajorityofpeoplehavetrieditLaggards:traditionbound,suspicious,adoptonlywhentheybecometradition采纳曲线/扩散曲线timeofadoption/diffusionofinnovationsP135Firm:researchcharacteristicsofinnovatorsandearlyadaptorsanddirectmarkettothemInnovators:younger,bettereducated,higherinincome,morereceptivetounfamiliarthings,relymoreontheirownvaluesandjudgment,morewillingtotakerisks,lessbrandloyal,takeadvantageofspecialpromotionInfluenceofproductcharacteristicsonrateofadoptionRelativeadvantage^目对优势:superiortoexistingproductsCompatibility:fitsthevalueandexperiencesofpotentialconsumersComplexity:difficulttounderstandoruseDivisibility:triedonalimitedbasisCommunicability:resultsofusingcanbeobservedordescribedtoothersChapter7Customer-drivenmarketingstrategy:creatingvaluefortargetcustomers(STP营销核心)MarketsegmentationSegmentingconsumermarketsGeographicsegmentation地理戈份Nations,regions,states,counties,cities,density,climate,neighborhoodsCompanies:localizeproducts,ad,promotionandsalesefforts;cultivateas-yetuntappedterritory;developingstoresinhigher-densityurbanareasDemographicsegmentation人口划分mostpopular,consumerneeds,wantsandusageratesvarycloselywithit,easiertomeasureAgeandlife-cyclestage:guardagainststereotype,positiveimageandappealsGender:clothing,cosmetics,toiletries,magazinesIncome:automobile,clothing,cosmetics,financialservices,travelAffluentorlow-incomePsychographicsegmentations理戈份Socialclass,lifestyle,personalitycharacteristicsBehavioralsegmentation^亍为划分beststartingpointforbuildingmarketsegments,buyers’knowledge,attitudes,uses,orresponsetoaproductOccasions:holidays,specialoccasion.sValentine’sday,wedding,birthday)Benefitssought:differentbenefitsbuyersseekfromtheproduct.不同功效的牙膏,matcheachsegment’sbenefitpreferencesUserstatus:nonusers,ex-users,potentialusers,first-timeusers,regularusers.bloodbanks,recruitnewfirst-timedonorsandremindex-donorspotentialusers:consumersfacinglife-stagechanges(newlyweds)Usagerate:light,medium,heavyproductusersHeavyusers:asmallpercentageofthemarketbutaccountforahighpercentageoftotalconsumptionLoyaltystatus:Completelyloyal(buyonebrandallthetime)PinpointitstargetmarketanddevelopmarketingappealsSomewhatloyal(loyaltotwoorthreebrands,favoronebrandwhilesometimesbuyingothers)DetectwhichbrandsaremostcompetitivewithitsownNotloyal(wantsomethingdifferent,buywhatever’sonsale)MarketingweaknessUsingmultiplesegmentationbases:identifysmaller,better-definedtargetSegmentinginternationalmarketsUsingoneoracombinationofseveralvariables:geographiclocation,economicfactors,politicalandlegalfactors,culturalfactorsIntermarketsegmentation:formingsegmentsofconsumerswhohavesimilarneedsandbuyingbehaviorseventhoughtheyarelocatedindifferentcountriesRequirementsforeffectivesegmentationMeasurable:可测量性size,purchasingpower,andprofilesofthesegmentsAccessible；可接近性canbeeffectivelyreachedandservedSubstantial显着性largeorprofitableenough,asegmentshouldbethelargestpossiblehomogenousgroupDifferentiable:可区分性conceptuallydistinguishable,responddifferentlytodifferentmarketingmixelementsandprogramsActionable:可行动性effectiveprogramscanbedesignedforattractingandservingthesegmentsMarkettargetingEvaluatingmarketsegmentsSegmentsizeandgrowth:currentsegmentsales,growthrates,expectedprofitabilityforvarioussegmentsSegmentstructuralattractiveness:competitors,substituteproducts,relativepowerofbuyers,powerofsuppliers五力模型：company,substitutes,buyers,suppliers,newentrantsCompanyobjectivesandresources:meshwithcompan’sylong-runobjectivesskillsorresourcesneededtosucceedcompetitiveadvantageSelectingtargetmarketsegments:Undifferentiated(mass)marketing无差异化营销Targetthewholemarketwithoneofferfocusoncommonneeds,designprogramsthatappealtothelargestnumberofbuyersCan’tsatisfyallconsumers,havetroublecompetingwithmore-focusedfirmsDifferentiated(segmented)marketing差异化营销TargetseveralsegmentsanddesignseparateoffersforeachHopeforhighersalesandastrongerpositionIncreasethecostsofdoingbusiness^度细分.P&G,ColgateConcentrated(niche)marketing重点营销Alargeshareofoneorafewsmallersegmentsorniches缺者Astrongmarketposition:greaterknowledgeofconsumerneeds,specialreputation,marketmoreeffectivelyandefficiently,oneorafewcompetitorsSuffergreatlyifthesegmentturnssour,largercompetitorsmaydecidetoenterthesamesegmentwithgreaterresourcesMicromarketing(localorindividual)微营销SuitthetastesofspecificindividualsandlocationsLocalmarketing本地化营销localcustomergroups—cities,neighborhood,andevenspecificstoresbenefits:marketmoreeffectively(pronouncedregionalandlocaldifferences)meettheneedsofretailers(morecustomer-specificofferings)drawbacks:increasemanufacturingandmarketingcostreduceeconomiesofscalecreatelogisticproblemsdilutionofoverallimage形象稀释Individualmarketing(one-to-onemarketing,masscustomization,markets-of-onemarketing)一对一营销，大规模定制化IndividualcustomersMasscustomization:theprocessthroughwhichfirmsinteractone-to-onewithmassesofcustomerstodesignproductsandservicestailor-madetoindividualneedsSelf-marketing:individualcustomersaretakingmoreresponsibilityfordeterminingwhichproductsandbrandstobuyChoosingatargetingstrategyP182Companyresource公司资源Productvariability产品差异性uniformproducts,productsvaryingindesignProductslife-cyclestage产品生命周期阶段Marketvariability市场差异性sametastes,seekvarietiesCompetitorsmarketingstrategies竞争者营销策略Sociallyresponsibletargetmarketing:Targetingofvulnerableordisadvantagedconsumers,likechildrenCigarette,beer,andfast-foodDifferentiationandpositioningProductposition:complexsetofperceptions感知,impressions印象,andfeelings情感Positioningmaps定位地图showconsumerperceptionsoftheirbrandsversuscompetingproductsonimportantbuyingdimensionsChoosingadifferentiationandpositioningstrategyIdentifyingpossiblecustomervaluedifferencesandcompetitiveadvantagesAcompanycandifferentiateitselfandgaincompetitiveadvantagesby:ProductdifferentiationServicesdifferentiation:offerspeedy,convenient,carefuldelivery,providecustomertrainingserviceChanneldifferentiation:channel’scoverage,expertise,performancePeopledifferentiation:hireandtrainbetterpeopleImagedifferentiation:conveytheproduct’sdistinctivebenefitsandpositioning,creativityandhardwork,usesymbolsChoosingtherightcompetitiveadvantagesHowmanydifferencestopromote:Onlyone:uniquesellingproposition(USP),toutitselfasMorethanone:twoormorefirmsareclaimingtobebest,riskdisbeliefandalossofclearpositioningWhichdifferencestopromote:Criteria:important,distinctive,superior,communicable,preemptive(can’tbeeasilycopied),affordable,profitableSelectinganoverallpositioningstrategyWinningvaluepropositions:Moreformore:pricedifferenceexceedstheactuali