选择目标市场与市场定位.ppt

1、Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers,市场细分、选择目标市场和市场定位,8 - 1,Objectives 目标,Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning. Understand the major bases for segmenting con

2、sumer and business markets.,说明目标市场营销的三个步骤：市场细分、选择目标市场和市场定位 列出并讨论细分市场的主要层次，以及消费者市场和产业市场的细分因素,8 - 2,Objectives 目标,Know how companies identify attractive market segments and how they choose a target marketing strategy. Comprehend how companies position their products for maximum competitive advantage.,

3、解释公司如何识别有吸引力的细分市场并选择市场覆盖策略 论述公司如何定位自己的产品，使其在市场上具有最大的竞争优势,8 - 3,Sells multiple brands within the same product category for a variety of products Brands feature a different mix of benefits and appeal to different segments,Has also identified different niches within certain segments Product modificatio

4、ns are useful: Tide offers seven different product formulations to serve different niches needs,Procter & Gamble 宝洁,Case Study案例研究,8 - 4,Definition 定义,Market Segmentation: Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or

5、marketing mixes.,市场细分： 根据消费者的不同需求、特征和行为，将一个市场分为几个有明显区别的消费者群体，他们可能需要不同的产品和市场营销组合。,8 - 5,Segmenting Consumer Markets消费者细分市场,地理细分 营销组合因地理差异而不同 人口细分 最常见的细分方式 人口与需要、需求和使用率密切相关 心理细分 基于生活方式、社会阶层和人格的细分 行为细分 通常首先进行,Geographical segmentation Marketing mixes are customized geographically Demographic segmentati

6、on Most popular segmentation Demographics are closely related to needs, wants and usage rates Psychographic segmentation Lifestyle, social class, and personality-based segmentation Behavioral segmentation Typically done first,8 - 6,Geographic Segmentation Variables地理细分变量,World Region or Country U.S.

7、 region State City Neighborhood City or Metro Size Density Climate,世界地区或国家 国内地区 州 城市 周边地区 城市或交通规模 人口密度 气候,8 - 7,Age Gender Family size Family life cycle Income Occupation Education Religion Race Generation Nationality,年龄 性别 家庭人口 家庭生活周期 职业 教育 宗教 民族 年代 国籍,Geographic Segmentation Variables地理细分变量,8 - 8,

8、Occasions Benefits User Status User Rates Loyalty Status Readiness Stage Attitude Toward the Product,购买时机 寻求利益 使用者情况 使用程度 忠诚度 购买准备阶段 品牌崇信,Behavioral Segmentation Variables行为细分变量,8 - 9,Segmenting Business Markets产业市场细分,客户情况 行业、公司规模、地点 经营特点 技术、使用者和非使用者、客户能力 购买方式 形势因素 紧迫性、具体应用、订货规模 个性特点 买卖双方相似性、风险态度、忠诚

9、度,Demographic segmentation Industry, company size, location Operating variables Technology, usage status, customer capabilities Purchasing approaches Situational factors Urgency, specific application, size of order Personal characteristics Buyer-seller similarity, attitudes toward risk, loyalty,8 -

10、10,Segmenting International Markets国际市场细分,地理细分 处所或区域 经济因素 收或经济发展水平 政策和法律因素 政府的稳定度/类型、金融政策、官僚程度 文化因素 语言、宗教、价值观、态度、习惯、行为模式,Geographic segmentation Location or region Economic factors Population income or level of economic development Political and legal factors Type / stability of government, monetary

11、 regulations, amount of bureaucracy, etc. Cultural factors Language, religion, values, attitudes, customs, behavioral patterns,8 - 11,Requirements for Effective Segmentation有效细分的要求,可测量性 细分市场的规模、购买力、基本情况 可接近性 能够接近并提供服务 实在性 足够大并且能够赢利 可辨别性 有不同的反应 可行性 可以实行有效方案,Measurable Size, purchasing power, and prof

12、ile of segment Accessible Can be reached and served Substantial Large and profitable enough to serve Differentiable Respond differently Actionable Effective programs can be developed,8 - 12,Target Marketing 确定目标市场,Evaluating Market Segments Segment size and growth Segment structural attractiveness L

13、evel of competition Substitute products Power of buyers Powerful suppliers Company objectives and resources,评估细分市场 细分市场的规模与增长特性 细分市场的结构优势 竞争水平 替代产品 购买力 有力的供应商 公司目标和资源,8 - 13,Target Marketing 确定目标市场,Target Marketing Strategies Undifferentiated (mass) marketing Differentiated (segmented) marketing Con

14、centrated (niche) marketing Micromarketing (local or individual) marketing,选择细分市场 无差异营销 差异化营销 集中营销 微市场营销,8 - 14,Target Marketing 确定目标市场,Choosing a Target-Marketing Strategy Requires Consideration of: Company resources The degree of product variability Products life-cycle stage Market variability Com

15、petitors marketing strategies,选择目标市场要考虑： 公司资源 产品可变程度 产品生命周期阶段 市场可变性 竞争者的营销策略,8 - 15,Target Marketing 确定目标市场,Socially Responsible Targeting Some segments are at special risk: Children Inner-city minority consumers Internet shoppers Controversy occurs when the methods used are questionable.,对社会负责的目标市场

16、选择 一些细分市场存在特定风险： 儿童 少数民族消费者 网络购买者 当使用的方法存在问题时就会招致批评,8 - 16,Positioning 定位,Positioning: The place the product occupies in consumers minds relative to competing products. Typically defined by consumers on the basis of important attributes.,定位： 与竞争产品相比产品在消费者心中的位置 主要由消费者基于主要特性来定义,8 - 17,Positioning 定位,C

17、hoosing a Positioning Strategy: Identifying possible competitive advantages Products, services, channels, people or image can be sources of differentiation. Choosing the right competitive advantage How many differences to promote? Unique selling proposition Positioning errors to avoid Which differen

18、ces to promote?,选择定位策略： 识别可能的竞争优势 产品、服务、渠道、人或形象都可以是差异的来源 确定适当的竞争优势 推广多少差异？ 独特的销售建议 避免定位误区 推广哪些差异,8 - 18,Criteria for Meaningful Differences有意义的差异的判断标准,Important Superior Preemptive Distinctive Communicable Affordable Profitable,重要性 显著性 优越性 专有性 沟通性 经济性 赢利性,8 - 19,Positioning 定位,Choosing a Positioning Strategy: Selecting an