市场营销(3)

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Chapter3(chapter7)Segmentation,targetingandpositioning.ThecoreofmarketingstrategyisSTPmarketing:segmentation,targeting,andpositioning.Thischapterlooksfurtherintokeymarketingstrategydecisions——howtodivideupmarketsintomeaningfulcustomergroups(marketsegmentation),choosewhichcustomergroupstoserve(targetmarketing),andcreateavaluepropositionthatbestservestargetedcustomers(positioning)3.1basictheories3.1.1TheimportanceCompaniestodayrecognizethattheycannotappealtoallbuyersinthemarketplaceoratleastnottoallbuyersinthesameway.Buyersaretoonumerous,toowidelyscattered,andtoovariedintheirneedsandbuyingpractices.Moreover,thecompaniesthemselvesvarywidelyintheirabilitiestoservedifferentsegmentsofthemarket.Instead,theymustdesignstrategiestobuildtherightrelationshipswiththerightcustomers.Ratherthantryingtocompeteinanentiremarket,sometimesagainstsuperiorcompetitors,eachcompanymustidentifythepartsofthemarketthatitcanservebestandmostprofitable.Thus,mostcompaniesarebeingmorechoosyaboutthecustomerswithwhomtheywishtobuildrelationships.Mosthavemovedawayformmassmarketingandtowardmarketsegmentationandtargeting——identifyingmarketsegment,selectingoneormoreofthem,anddevelopingproductsandmarketingprogramstailoredtoeach.Insteadofscatteringtheirmarketingefforts,firmsarefocusingonthebuyerswhohavegreaterinterestinthevaluestheycreatebest.3.1.2Thedefinitions3.1.2.1MarketsegmentationMarketsegmentation:“dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorswhomightrequireseparateproductsormarketingmixes.”3.1.2.2TargetmarketingTargetmarketing:“theprocessofevaluatingeachmarketsegment'sattractivenessandselectingoneormoresegmentstoenter.”Targetmarket:asetofbuyerssharingcommonneedsorcharacteristicsthatthecompanydecidestoserve.(page143)3.1.2.3MarketpositioningMarketpositioning:“arrangingforaproducttooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsoftargetconsumers.”3.1.3TherelationshipsofthemWehavetotakethemasawhole,andcarryoutonebyone.Infactthecoreistargeting,andthesegmentationisthetooltofindthetargetmarket,andpositioningjusttellsushowtosatisfyourtargetconsumersafterwerecognizethem.3.2Marketsegmentation3.2.1SegmentingconsumermarketsThereisnosinglewaytosegmentamarket.Amarketerhastotrydifferentsegmentationsvariables,aloneandincombination,tofindthebestwaytoviewthemarketstructure.Nextwewillstudythefourmajorvariablesthatmightbeusedinsegmentingconsumermarkets:geographic,demographic,psychographic,andbehavioralvariables.3.2.1.1Segmentingbases3.2.1.1.1Geographicsegmentation——地理细分Geographicsegmentation:“Dividingamarketintodifferentgeographicalunitssuchasnations,states,regions,counties,cities,orneighborhoods.”GeographicsegmentationAcompanymaydecidetooperateinoneorafewgeographicalareas,ortooperateinallareasbutpayattentiontogeographicaldifferencesinneedsandwants.Andnowmanycompaniestodayarelocalizingtheirproducts,advertising,promotion,andsaleseffortstofittheneedsofindividualregions,cities,andevenneighborhoods.3.2.1.1.2Demographicsegmentation——人口细分Demographicsegmentation:“dividingthemarketintogroupsbasedondemographicvariablessuchasage,gender,familysize,familylifecycle,income,occupation,education,religion,race,generation,andnationality.”Demographicfactorsarethemostpopularbasesforsegmentingcustomergroups.Onereasonisthatconsumerneeds,wants,andusageratesoftenvarycloselywithdemographicvariables.AnotheristhatDemographicvariablesareeasiertomeasurethanmostothertypesofvariables.◆ageandlife-cyclestage.Consumerneedsandwantschangewithage.Somecompaniesuseageandlife-cyclesegmentation:“dividingamarketintodifferentageandlife-cyclegroups”,offeringdifferentproductsorusingdifferentmarketingapproachesfordifferentageandlife-cyclegroups.◆genderItistruethatgendercaninfluencetheconsumers’needsandwants.gendersegmentation:“dividingamarketintodifferentgroupsbasedongender.”ithaslongbeenusedinclothing,cosmetics,toiletries,magazines.Marketerscanchooseonekindofgendergroupsastheirtargetmarket.Nowmostmarketersemphasisonwomenmarket.◆incomeIncomesegmentation:“dividingamarketintodifferentincomegroups.”incomesegmentationhaslongbeenusedbythemarketersofproductsandservicessuchasautomobiles,clothing,cosmetics,financialservices,andtravel.——marketerscanchooseatleastoneincomegroupsastheirtargetmarket——butinsometime,incomecannotshowconsumers'purchasingpower.◆incomeIncomesegmentation:“dividingamarketintodifferentincomegroups.”incomesegmentationhaslongbeenusedbythemarketersofproductsandservicessuchasautomobiles,clothing,cosmetics,financialservices,andtravel.——marketerscanchooseatleastoneincomegroupsastheirtargetmarket——butinsometime,incomecannotshowconsumers'purchasingpower.3.2.1.1.3Psychographicsegmentation——心理细分Psychographicsegmentation:“dividingamarketintodifferentgroupsbasedonsocialclass,lifestyle,orpersonalitycharacteristics.”Inchapter3,wehavediscussedhowtheproductspeoplebuyreflecttheirlifestylesandpersonality.3.2.1.1.4Behavioralsegmentation——行为细分Behavioralsegmentation:“dividingamarketintogroupsbasedonconsumerknowledge,attitud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