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第7章顾客导向的市场营销战略：为目标顾客创造价值YXN20140319市场营销原理Dunkin’Donutsvs.StarbucksYouarepretentiousandtrendyYouareplainandunoriginalP&G-DetergentFabricCleaningandcareatitsbestColorexpertFabricsoftenerandpill/fuzzremovalThepowertoolforstainremovalandpretreatingEnzymeNinety-nineandforty-fouronehundredthspercentpureSpeciallyformulateddetergentthatrinsesoutthoroughly,leavingclothessoftnexttobaby’sskinSTP选择为之服务的顾客决定价值主张为目标顾客创造价值细分市场将整个市场划分为较小的部分细分市场将整个市场划分为较小的部分目标市场的选择选择一个或几个你进入的细分市场目标市场的选择选择一个或几个你进入的细分市场差异化差异化市场提供物以创造卓越的顾客价值差异化差异化市场提供物以创造卓越的顾客价值定位确定市场提供物在目标顾客中心的位置定位确定市场提供物在目标顾客中心的位置MassMarketSegmentingConsumerMarkets地理细分(geographicsegmentation)人口细分(demographicsegmentation)心理细分(psychographicsegmentation)行为细分(behavioralsegmentation)GeographicSegmentation地理细分(geographicsegmentation)指将市场分为不同的地理区域，如国家、地区、州、城市。sellsCajungumbosoupinLouisianaandMississippiandmakesitsmachocheesesoupspicierinTexasandCaliforniaoffersmoredessertsandlarger,morecomfortablecoffeeshopsintheSouth,wherecustomerstendtoarrivelaterinthedayandstaylongermakes北京烤鸭toppinginBeijingDemographicSegmentation人口细分(demographicsegmentation)是将市场按年龄、性别、家庭规模、家庭生命周期、收入、职业、教育、宗教、种族、世代和国籍等分为多个群体。DemographicSegmentation年龄和生命周期细分(ageandlife-cyclesegmentation)是针对不同年龄和生命周期阶段的消费者提供不同的产品或运用不同的市场营销方法。性别细分(gendersegmentation)是按性别（男或女）对市场进行划分。DemographicSegmentation收入细分(incomesegmentation)将市场氛围富有或低收入消费者。DemographicSegmentation张东健的脑年龄是58岁而你呢？通过训练可以改善，每天每天大脑训练DemographicSegmentationDemographicSegmentation小额信贷PsychographicSegmentation心理细分(psychographicsegmentation)按社会阶层、生活方式或个性特征将购买者分为不同群体。MyLifeMyCard--EllenDeGeneresMyLifeMyCard--EllenDeGeneresBehavioralSegmentation行为细分(behavioralsegmentation)基于顾客对产品的知识、态度、使用情况或反应将购买者分为不同群体。•时机•追求的利益•使用者情况•使用频率•忠诚度LoyaltyStatusSwitchersShiftingloyalsSplitloyalsHard-coreLoyaltyStatusStepsinSegmentationProcessNeeds-basedsegmentationSegmentidentificationSegmentattractivenessSegmentprofitabilitySegmentpositioningSegmentacidtestMarketing-MixStrategy5-21MarketSegmentation?DemographicsUsageBehaviorsPsychographicsDemographicsUsageBehaviorsPsychographicssegmentationsegmentationCustomerProblemCustomerProblem5-22TheDemographicTrapCustomerfinancialservicemarket1.Income2.Education3.Age4.Amountofinvested5.Frequencyoftransactions6.Typeofinvestmentspurchase729segmentsInvestorwhoseekinvestmentsthatoutperformanceinflationworthminimumtaxconsequences.InvestorwhoseekinvestmentsthatprovideappreciationwithlimitedriskInvestorwhoseekinvestmentthatproductshighlevelofcurrentincomewithminimalrisk5-23SegmentPositioningInvestorwhoseekinvestmentsthatoutperformanceinflationworthminimumtaxconsequences.InvestorwhoseekinvestmentsthatprovideappreciationwithlimitedriskInvestorwhoseekinvestmentthatproductshighlevelofcurrentincomewithminimalriskInvestmentprogramAHowtoBeatInflationandHigherTaxesKeyBenefits:1.CapitalAppreciation;2.MinimalTaxationProduct:1,GrowthStocks;2.MunicipalBonds;3.GrowthFunds.InvestmentprogramBSpecialHelpforWomenwithSpecialMoneyProblemsKeyBenefits:1.Growth/Appreciation;2.SafetyProduct:1.GrowthMutualFunds;2.Blue-ChipStocks;3.High-GradeBonds.InvestmentprogramCSafeInvestmentSolutionsthatPayGoodIncomeKeyBenefits:1.Safety;2.IncomeProduct:1.UtilityStock;2.High-GradeBonds3.High-DividendStocks.StoryboardStoryboard5-24SegmentationStrategiesFigure5-16MarketSegmentationStrategies5-25Needs-BasedMarketSegmentationPriceisakeycomponentinneeds-basedmarketsegmentation,andoftenitisthefactorthatshapesaparticularsegment.@厦门生活圈：【厦门出现天价洗车店只服务价值40万元以上豪车】近日，网传一张厦门洗车店的图片，图片中洗车店里净是豪车，专门由穿比基尼美女服务。知情人回帖称，这家洗车店开在东渡，专为40万元以上的豪车服务，洗一次要好几百元。5-26Needs-BasedMarketSegmentation5-27Needs-BasedMarketSegmentationMashable本周末总结了几个可以节省时间的创业idea，如：1.Manpacks，这家公司会为厌恶去百货商店购物的男性用户每三个月自动补充一次生活必需品，例如袜子、内衣；2.Wishgenies，让你不再为挑选礼物发愁，这个Facebook应用将会根据你和朋友的喜好挑选礼物。卡什莫尔5-28Needs-BasedMarketSegmentation使用多变量细分以识别更小、界定更清晰的目标群体。地理人口细分是多变量细分的一个例子，它将消费者划为不同的消费者生活方式模式。运用多种细分标准市场细分PRIZMNE将美国家庭分成66个细分市场，及其组成的14个不同的社会群体。•将这些人和地区细分为类似想法、可营销的消费者群体，他们随人口统计因素的不同而呈现出独特的特征和购买行为。运用多种细分标准跨市场细分(intermarketsegmentation)指将消费者细分为具有类似需求和购买行为的群体，即便他们处在不同国家。细分组织市场市场细分地理位置经济因素政治法律因素文化因素细分国际市场市场细分•要游泳，市场细分须满足：可测量性可接近性规模大可差别性可操作性有效细分的条件市场细分IsSegmentationalwaysGood?选择目标市场Undifferentiated(mass)MarketingDifferentiated(segmented)MarketingConcentrated(niche)marketingMicromarketing(localorindividualmarketing)TargetingbroadlyTargetingnarrowly无差异营销(undifferentiatedmarketing)指用一种提供物满足整个市场。–大众营销–注重需求的共性而不是区别。无差异营销(undifferentiatedmarketing)差异化营销(differentiatedmarketing)指瞄准几个不同的细分市场，并分别为它们设计不同的提供物。•目标是实现更高的销售额和更强的定位•比无差异营销的成本更高差异化营销(differentiatedmarketing)DifferentiatedMarketingDifferentiatedMarketing集中营销•集中营销(concentratedmarketing)指瞄准大市场中的一小部分。•公司资源有限•市场知识•效率更高、效果更好NicheMarketing微观营销当地营销指根据当地顾客群的需要和欲望调整品牌和促销策略。•城市•街区•商店个人营销(individualmarketing)指根据个体顾客的需要和偏好调整产品和营销策略。•也被称为：–一对一营销–大规模定制营销–单人市场的营销微观营销PositioningStrategyLCDDLPPDPPositioningStrategyValuePropositionMoreforMoreMorefortheSameMoreforLessThesameforlessLessformuchlessMoreTheSameLessMoreTheSameLessPriceBenefitDiscussion优酷土豆合并消息传出，新浪看了一眼搜狐，QQ看了一眼360，移动看了一眼联通，苹果看了一眼安卓，蒙牛看了一眼伊利，麦当劳看了一眼肯德基……NextSession4Ps_Product