销售：管理有利润的客户关系8

Segmentation,Targeting,andPositioning:BuildingtheRightRelationshipswiththeRightCustomersChapter81第一页，共二十二页。ObjectivesBeabletodefinethethreestepsoftargetmarketing:marketsegmentation,targetmarketing,andmarketpositioning.Understandthemajorbasesforsegmentingconsumerandbusinessmarkets.2第二页，共二十二页。ObjectivesKnowhowcompaniesidentifyattractivemarketsegmentsandhowtheychooseatargetmarketingstrategy.Comprehendhowcompaniespositiontheirproductsformaximumcompetitiveadvantage.3第三页，共二十二页。SellsmultiplebrandswithinthesameproductcategoryforavarietyofproductsBrandsfeatureadifferentmixofbenefitsandappealtodifferentsegments

HasalsoidentifieddifferentnicheswithincertainsegmentsProductmodificationsareuseful:Tideofferssevendifferentproductformulationstoservedifferentniches’needsProcter&GambleCaseStudy4第四页，共二十二页。DefinitionMarketSegmentation:Dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.5第五页，共二十二页。MarketSegmentationSegmentingConsumerMarketsSegmentingBusinessMarketsSegmentingInternationalMarketsRequirementsforEffectiveSegmentationGeographicalsegmentationMarketingmixesare

customizedgeographicallyDemographicsegmentationMostpopularsegmentationDemographicsarecloselyrelatedtoneeds,wantsandusageratesPsychographicsegmentationLifestyle,socialclass,andpersonality-basedsegmentationBehavioralsegmentationTypicallydonefirstTopics6第六页，共二十二页。GeographicSegmentation

VariablesMarketSegmentationWorldRegion

orCountryU.S.regionStateCityNeighborhoodCityor

MetroSizeDensityClimate7第七页，共二十二页。DemographicSegmentationVariablesMarketSegmentationAgeGenderFamilysizeFamilylifecycleIncomeOccupationEducationReligionRaceGenerationNationality8第八页，共二十二页。BehavioralSegmentation

VariablesMarketSegmentationOccasionsBenefitsUserStatusUserRatesLoyaltyStatusReadinessStageAttitudeTowardtheProduct9第九页，共二十二页。MarketSegmentationSegmentingConsumerMarketsSegmentingBusinessMarketsSegmentingInternationalMarketsRequirementsforEffectiveSegmentationDemographicsegmentationIndustry,companysize,locationOperatingvariablesTechnology,usagestatus,customercapabilitiesPurchasingapproachesSituationalfactorsUrgency,specificapplication,sizeoforderPersonalcharacteristicsBuyer-sellersimilarity,attitudestowardrisk,loyaltyTopics10第十页，共二十二页。MarketSegmentationSegmentingConsumerMarketsSegmentingBusinessMarketsSegmentingInternationalMarketsRequirementsforEffectiveSegmentationGeographicsegmentationLocationorregionEconomicfactorsPopulationincomeorlevelofeconomicdevelopmentPoliticalandlegalfactorsType/stabilityofgovernment,monetaryregulations,amountofbureaucracy,etc.CulturalfactorsLanguage,religion,values,attitudes,customs,behavioralpatternsTopics11第十一页，共二十二页。MarketSegmentationSegmentingConsumerMarketsSegmentingBusinessMarketsSegmentingInternationalMarketsRequirementsforEffectiveSegmentationMeasurableSize,purchasingpower,andprosegmentAccessibleCanbereachedandservedSubstantialLargeandprofitableenoughtoserveDifferentiableResponddifferentlyActionableEffectiveprogramscanbedevelopedTopics12第十二页，共二十二页。TargetMarketingEvaluatingMarketSegmentsSegmentsizeandgrowthSegmentstructuralattractivenessLevelofcompetitionSubstituteproductsPowerofbuyersPowerfulsuppliersCompanyobjectivesandresources13第十三页，共二十二页。TargetMarketingTargetMarketingStrategiesUndifferentiated(mass)marketingDifferentiated(segmented)marketingConcentrated(niche)marketingMicromarketing(localorindividual)marketing14第十四页，共二十二页。TargetMarketingChoosingaTarget-MarketingStrategyRequiresConsiderationof:CompanyresourcesThedegreeofproductvariabilityProduct’slife-cyclestageMarketvariabilityCompetitors’marketingstrategies15第十五页，共二十二页。TargetMarketingSociallyResponsibleTargetingSomesegmentsareatspecialrisk:ChildrenInner-cityminorityconsumersInternetshoppersControversyoccurswhenthemethodsusedarequestionable.16第十六页，共二十二页。PositioningPositioning:Theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.Typicallydefinedbyconsumersonthebasisofimportantattributes.17第十七页，共二十二页。PositioningChoosingaPositioningStrategy:IdentifyingpossiblecompetitiveadvantagesProducts,services,channels,peopleorimagecanbesourcesofdifferentiation.ChoosingtherightcompetitiveadvantageHowmanydifferencestopromote?UniquesellingpropositionPositioningerrorstoavoidWhichdifferencestopromote?18第十八页，共二十二页。Criteriafor

MeaningfulDifferencesPositioningImportantSuperiorPreemptiveDistinctiveCommunicableAffordableProfitable19第十九页，共二十二页。PositioningChoosingaPositioningStrategy:SelectinganoverallpositioningstrategyMoreforMoreValuePropositionMorefortheSameValuePropositionTheSameforLessValuePropositionLessforMuchLessValuePropositionMoreforLessValueProposition20第二十页，共二十二页。PositioningChoosingaPositioningStrategy:DevelopingapositioningstatementPositioningstatementssummarizethecompanyorbrandpositioningEXAMPLE:To(targetsegmentandneed)our(brand)is(concept)that(point-of-difference).Communicatingthechosenposition21第二十一页，共二十二页。内容总结Segmentation,Targeting,