市场细分、选择目标市场与市场定位

Segmentation,Targeting,andPositioning:BuildingtheRightRelationshipswiththeRightCustomers市场细分、选择目标市场和市场定位1第一页，共二十二页。Objectives目标Beabletodefinethethreestepsoftargetmarketing:marketsegmentation,targetmarketing,andmarketpositioning.Understandthemajorbasesforsegmentingconsumerandbusinessmarkets.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2第二页，共二十二页。Objectives目标Knowhowcompaniesidentifyattractivemarketsegmentsandhowtheychooseatargetmarketingstrategy.Comprehendhowcompaniespositiontheirproductsformaximumcompetitiveadvantage.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3第三页，共二十二页。SellsmultiplebrandswithinthesameproductcategoryforavarietyofproductsBrandsfeatureadifferentmixofbenefitsandappealtodifferentsegments

HasalsoidentifieddifferentnicheswithincertainsegmentsProductmodificationsareuseful:Tideofferssevendifferentproductformulationstoservedifferentniches’needsProcter&Gamble宝洁CaseStudy案例研究4第四页，共二十二页。Definition定义MarketSegmentation:Dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.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。5第五页，共二十二页。SegmentingConsumerMarkets

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GeographicalsegmentationMarketingmixesare

customizedgeographicallyDemographicsegmentationMostpopularsegmentationDemographicsarecloselyrelatedtoneeds,wantsandusageratesPsychographicsegmentationLifestyle,socialclass,andpersonality-basedsegmentationBehavioralsegmentationTypicallydonefirst6第六页，共二十二页。GeographicSegmentationVariables

地理细分变量WorldRegionorCountryU.S.regionStateCityNeighborhoodCityorMetroSizeDensityClimate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7第七页，共二十二页。AgeGenderFamilysizeFamilylifecycleIncomeOccupationEducationReligionRaceGenerationNationality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GeographicSegmentationVariables

地理细分变量8第八页，共二十二页。OccasionsBenefitsUserStatusUserRatesLoyaltyStatusReadinessStageAttitudeTowardtheProduct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BehavioralSegmentationVariables

行为细分变量9第九页，共二十二页。SegmentingBusinessMarkets

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DemographicsegmentationIndustry,companysize,locationOperatingvariablesTechnology,usagestatus,customercapabilitiesPurchasingapproachesSituationalfactorsUrgency,specificapplication,sizeoforderPersonalcharacteristicsBuyer-sellersimilarity,attitudestowardrisk,loyalty10第十页，共二十二页。SegmentingInternationalMarkets

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GeographicsegmentationLocationorregionEconomicfactorsPopulationincomeorlevelofeconomicdevelopmentPoliticalandlegalfactorsType/stabilityofgovernment,monetaryregulations,amountofbureaucracy,etc.CulturalfactorsLanguage,religion,values,attitudes,customs,behavioralpatterns11第十一页，共二十二页。RequirementsforEffectiveSegmentation

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,purchasingpower,andprofileofsegmentAccessibleCanbereachedandservedSubstantialLargeandprofitableenoughtoserveDifferentiableResponddifferentlyActionableEffectiveprogramscanbedeveloped12第十二页，共二十二页。TargetMarketing

确定目标市场EvaluatingMarketSegmentsSegmentsizeandgrowthSegmentstructuralattractivenessLevelofcompetitionSubstituteproductsPowerofbuyersPowerfulsuppliersCompanyobjectivesandresources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13第十三页，共二十二页。TargetMarketing

确定目标市场TargetMarketingStrategiesUndifferentiated(mass)marketingDifferentiated(segmented)marketingConcentrated(niche)marketingMicromarketing(localorindividual)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14第十四页，共二十二页。TargetMarketing

确定目标市场ChoosingaTarget-MarketingStrategyRequiresConsiderationof:CompanyresourcesThedegreeofproductvariabilityProduct’slife-cyclestageMarketvariabilityCompetitors’marketingstrategies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15第十五页，共二十二页。TargetMarketing

确定目标市场SociallyResponsibleTargetingSomesegmentsareatspecialrisk:ChildrenInner-cityminorityconsumersInternetshoppersControversyoccurswhenthemethodsusedarequestionable.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16第十六页，共二十二页。Positioning定位Positioning:Theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.Typicallydefinedbyconsumersonthebasisofimportantattributes.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17第十七页，共二十二页。Positioning定位ChoosingaPositioningStrategy:IdentifyingpossiblecompetitiveadvantagesProducts,services,channels,peopleorimagecanbesourcesofdifferentiation.ChoosingtherightcompetitiveadvantageHowmanydifferencestopromote?UniquesellingpropositionPositioningerrorstoavoidWhichdifferencestopromote?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18第十八页，共二十二页。CriteriaforMeaningfulDifferences

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19第十九页，共二十二页。Positioning定位ChoosingaPositioningStrategy:SelectinganoverallpositioningstrategyMoreforMoreValuePropositionMorefortheSameValuePropositionTheSameforLessValuePropositionLessforMuchLessValuePropositionMoreforLessValueProposition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20第二十页，共二十二页。Positioning定位ChoosingaPosition