08 市场营销战略、市场细分与目标市场

1第七讲市场营销策略、市场细分与目标市场2week8chapterIdentifyingMarketSegments&Targets3案例分析45一、市场营销决策业务单位任务外部环境分析内部条件分析制定营销目标市场细分选择目标市场定位6业务战略计划业务描述SWOT分析目标设定战略选择计划制定计划执行反馈控制7TheStrategicMarketingProcessAprocesswherebythefirmallocatesitsmarketingmixresourcestoreachitstargetmarkets3phases:Planning,Implementation,ControlIsformalizedinaMarketingPlan-aroadmapforthemarketingactivitiesofthefirmforaspecifiedfutureperiodoftime(suchasoneyear)8Thestrategicmarketingprocess9DifferencebetweenMarketing&BusinessPlansBusinessPlan-Aroadmapfortheentireorganizationforaspecifiedfutureperiodoftime,suchas1yearor5years.Noone-size-fits-allstructureforeitheramarketingorbusinessplan.Thecontentsofeachdependson:WhotheaudienceisWhatitspurposeisKeydifference:businessplancontainsdetailsontheR&D/operations/manufacturingactivitiesoftheorganization.Themarketingplanisprobably60to70percentoftheentirebusinessplan.Forsmallcompanies,especiallyretailbusinesses,themarketing&businessplansarevirtuallythesame10YourMarketingPlanThreeYearPlanConcentrateontheFirstYearUseAppendixAasaguide.Youshouldknowyourbusinessbetterthanyourinvestors.Youdecideonwhattopresent(contents),howmuchtopresent(scope&depth),howtopresent(format)etc.11ElementsofthePlan(UseasaGuideonly)Executivesummary(YES!)Descriptionofcompany(Keepitbrief)Strategicplan/focus(YES!)SituationAnalysis(maybesomeportions)Market-Productfocus(YES!)12Marketingprogramstrategyandtactics•Strategy-thegeneraldirection(e.g.,touseaseriesofadstostimulatetrialforanewproduct).•Tactics-theactions(whatisthethemeoftheadcampaign,aretheyTVadsorprintads?IfTVads,whichTVchannelswilltheseadsbeaired?Ifprintads,whichmagazines?whichnewspapers?etc.)FinancialProjections•Notnecessary(primarilybecauseofconstraintsinestimatingcosts)butwillmaketheplancomplete•Butwedoexpectsomeestimationofdemandforyourproduct/service13OrganizationStructure(uptoyou)ImplementationPlan(asimpleonewilldo)•Maycategorizeby4Ps•e.g.,forProduct,whatvariationsoftheproductwillbeintroducedintothemarketplaceandwhen•forPromotion,atimelineofevents.Forexample,ifyouarerecommendingacombinationofpromotionaltools(e.g.,ads,publicrelations,salespromotions),youcansummarizethescheduleforthefirstyear.141、外部环境与内部条件分析市场环境竞争环境企业条件渠道环境宏观环境152、制定营销目标（1）效益目标(Effectiveness)A销售指标总销售额不同细分市场的销售额产品或产品线销售额不同采购规模的销售额地区销售额不同中间商的销售额单个销售人员销售额市场份额不同顾客类型的销售额销售额变动的百分比16（1）效益目标（Effectiveness)B用户满意度指标采购的数量对品牌忠诚程度重复购买比率可见的产品质量品牌形象抱怨的数量17（2）效率目标（Efficiency)C成本指标总成本不同细分市场的成本产品或产品线的成本不同采购规模的成本地理区域的成本不同中间商的成本单个销售人员的成本成本变动的百分比不同顾客类型的成本18（3）综合目标D利润指标总利润产品或产品线的利润地理区域的利润单个销售人员的利润不同顾客类型的利润19不同细分市场的利润不同采购规模的利润不同中间商的利润利润变动的百分比203、产品及市场定位市场细分选择目标市场差别化定位=目标市场+本产品的特点+沟通21营销管理的基本任务分析市场机会SWOT选择目标市场STP设计营销方案策划营销战略4P‘s设施营销努力22目标市场营销三部曲（STP战略）市场细分Segmenting目标市场选择Targeting市场定位Positioning23市场细分的概念•市场细分是根据消费者的消费需求和购买习惯的差异，将整体市场划分为由需求大致类同的消费群体所组成的子市场群。二、市场细分24WhatisMarketSegmentation?MarketSegmentationisatwo-stepprocessof:Namingbroadproduct-marketsofinteresttothefirmandwhereithastheresourcesandexperiencetocompeteandSegmentingthesebroadproduct-marketsinordertoselecttargetmarketsanddevelopsuitablemarketingmixes•Bicycle-ridersProduct-Market:submarketsormarketsegmentsofExercisers,Socializers,Environmentalists,Thrillseekers,Transportationriders25Marketing-orientedmanagersthinkofsegmentingasanaggregatingprocess–ofclusteringpeoplewithsimilarneedsintoa“marketsegment”Amarketsegmentisa(relatively)homogeneousgroupofcustomerswhohavesomewhatsimilarneeds.Themarketerwantstoaggregateindividualcustomersintosomeworkablenumberofrelativelyhomogeneousgroupsandthentreateachgroupdifferently.26市场细分的理论依据消费需求存在绝对差异性——形成市场细分的必要性；消费需求存在相对同质性——形成市场细分的可能性。27市场细分的依据（细分变量）地理因素行政区划经济形态自然环境气候条件人文因素年龄性别收入教育家庭信仰心理因素生活方式个性特征行为因素购买时机购买频率利益诉求使用状况品牌忠实28市场细分方法确定细分变量初级细分二级细分三级细分29有效细分的原则•可区分原则——市场差异明显；•可进入原则——企业资源吻合；•可盈利原则——经营有利可图。30•产品（需求）/市场矩阵市场青年中年老年产品（需求）高档中档低档31•Size,purchasingpower,profilesofsegmentscanbemeasured.•Segmentscanbeeffectivelyreachedandserved.•Segmentsarelargeorprofitableenoughtoserve.•Segmentsmustresponddifferentlytodifferentmarketingmixelements&programs.•Segmentsmustbestableovertime.•Effectiveprogramscanbedesignedtoattractandservethesegments.CriteriaforEffectiveSegmentationMeasurableAccessibleSubstantialDifferentialDurableActionable32Market-productgridshowinghowdifferentReebokshoesreachsegmentsofcustomers33HowtoSegmentMarkets?ConsumerMarketingUserRelatedGeographicDemographicSocioeconomicPsychographicBuyingSituationsOutletTypeBenefitsOughtUsageAwarenessBehavior34CombiningVariables….Stage1InitialSegmentationStage2SupplementalSegmentationdescriptorsManagerialdecisionsUsage:Heavyvs.LightDemographics:Income,educationMediaSelection(e.g.magazines,TVprograms)LifestylesAdvertisingContent(e.g.,conservative,Youthfulappeals&messages)35企业为什么要选择目标市场？企业资源的有限性（限制条件）；•企企业经营的择优性（追求目标）；•市市场需求的差异性（可行条件）。三、目标市场36目标市场的概念•企业在细分市场的基础上，根据自身资源优势所选择的主要为之服务的那部分特定的顾客群体。37目标市场选择的依据（评价细分市场）1、细分市场的潜量；2、细分市场的竞争状况；3、企业资源与市场特征的吻合度；4、细分市场的投资回报水平。38EvaluatingTargetMarketsoMarketSizeAnalyzepotentialsizeandexpectedprofitabilityoExpectedGrowthoSe