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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 consumer and
2、 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.,解释公司如何识别有吸引力的
3、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 productsBrands feature a different mix of benefits and appeal to different segments,Has also identified different niches within certain segments Product modifications are useful:Tid
4、e 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 marketing mixes.,市场细分：根据消
5、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 segmentationMarketing mixes are customized geographicallyDemographic segmentationMost popular segmentationDemographic
6、s are closely related to needs,wants and usage ratesPsychographic segmentationLifestyle,social class,and personality-based segmentationBehavioral segmentationTypically done first,8-6,Geographic Segmentation Variables地理细分变量,World Region or CountryU.S.regionStateCityNeighborhoodCity or Metro SizeDensi
7、tyClimate,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,AgeGenderFamily sizeFamily life cycleIncomeOccupationEducationReligionRaceGenerationNationality,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,OccasionsBenefitsUser StatusUser RatesLoyalty StatusReadiness StageAttitude Toward the
8、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、忠诚度,Demographic segmentationIndustry,company size,locationOperating variablesTechnology,usage status,customer c
9、apabilitiesPurchasing approachesSituational factorsUrgency,specific application,size of orderPersonal characteristicsBuyer-seller similarity,attitudes toward risk,loyalty,8-10,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 se
10、gmentationLocation or regionEconomic factorsPopulation income or level of economic developmentPolitical and legal factorsType/stability of government,monetary regulations,amount of bureaucracy,etc.Cultural factorsLanguage,religion,values,attitudes,customs,behavioral patterns,8-11,Requirements for Ef
11、fective 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,MeasurableSize,purchasing power,and profile of segmentAccessibleCan be reached and served SubstantialLarge and profitable enough to serveDifferentiableRespond differentlyActionableEffective programs can b
12、e developed,8-12,Target Marketing 确定目标市场,Evaluating Market SegmentsSegment size and growthSegment structural attractiveness Level of competition Substitute products Power of buyers Powerful suppliersCompany 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 Mark
13、eting 确定目标市场,Target Marketing StrategiesUndifferentiated(mass)marketingDifferentiated(segmented)marketingConcentrated(niche)marketingMicromarketing(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:Comp
14、any resourcesThe degree of product variabilityProducts life-cycle stageMarket variabilityCompetitors 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 Int
15、ernet shoppersControversy occurs when the methods used are questionable.,对社会负责的目标市场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
16、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,Choosing a Positioning Strategy:Identifying possible competitive advantagesProducts,services,channels,people or image can be sources of differentiation.Choosing the right competitive advantageHow many differences to promote?Unique
17、selling propositionPositioning errors to avoidWhich differences 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,ImportantSuperiorPreemptiveDistinctiveCommunicableAffordableProfitable,重要性显著性优越性专有性沟通性经济性赢利性,8-19,
18、Positioning 定位,Choosing a Positioning Strategy:Selecting an overall positioning strategyMore for More Value PropositionMore for the Same Value PropositionThe Same for Less Value PropositionLess for Much Less Value PropositionMore for Less Value Proposition,选择定位策略：选择整体定位策略高质高价高质同价同质低价低质更低价高质低价,8-20,P
19、ositioning 定位,Choosing a Positioning Strategy:Developing a positioning statementPositioning statements summarize the company or brand positioningEXAMPLE:To(target segment and need)our(brand)is(concept)that(point-of-difference).Communicating the chosen position,选择定位策略：进行定位陈述定位陈述总结公司或品牌的定位策略例：要（目标市场和需求），我们的（品牌）是（区别点）的（概念）沟通并传送选定的定位,
