-个人珍藏-市场营销原理课件-管理学经典教材(英文版)菲利普·科特勒kotler08-exs

Segmentation,Targeting,andPositioning:BuildingtheRightRelationshipswiththeRightCustomersChapter88-1Objectives•Beabletodefinethethreestepsoftargetmarketing:marketsegmentation,targetmarketing,andmarketpositioning.•Understandthemajorbasesforsegmentingconsumerandbusinessmarkets.8-2Objectives•Knowhowcompaniesidentifyattractivemarketsegmentsandhowtheychooseatargetmarketingstrategy.•Comprehendhowcompaniespositiontheirproductsformaximumcompetitiveadvantage.8-3•Sellsmultiplebrandswithinthesameproductcategoryforavarietyofproducts•Brandsfeatureadifferentmixofbenefitsandappealtodifferentsegments•Hasalsoidentifieddifferentnicheswithincertainsegments•Productmodificationsareuseful:Tideofferssevendifferentproductformulationstoservedifferentniches’needsProcter&GambleCaseStudy8-4Definition•MarketSegmentation:Dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.8-5MarketSegmentation•SegmentingConsumerMarkets•SegmentingBusinessMarkets•SegmentingInternationalMarkets•RequirementsforEffectiveSegmentation•GeographicalsegmentationMarketingmixesarecustomizedgeographically•DemographicsegmentationMostpopularsegmentationDemographicsarecloselyrelatedtoneeds,wantsandusagerates•PsychographicsegmentationLifestyle,socialclass,andpersonality-basedsegmentation•BehavioralsegmentationTypicallydonefirstTopics8-6GeographicSegmentationVariablesMarketSegmentation•WorldRegionorCountry•U.S.region•State•City•Neighborhood•CityorMetroSize•Density密度•Climate8-7DemographicSegmentationVariablesMarketSegmentation•Age•Gender•Familysize•Familylifecycle•Income•Occupation职业•Education•Religion•Race•Generation•Nationality8-8BehavioralSegmentationVariablesMarketSegmentation•Occasions•Benefits•UserStatus•UserRates•LoyaltyStatus•ReadinessStage•AttitudeTowardtheProduct8-9MarketSegmentation•SegmentingConsumerMarkets•SegmentingBusinessMarkets•SegmentingInternationalMarkets•RequirementsforEffectiveSegmentation•DemographicsegmentationIndustry,companysize,location•OperatingvariablesTechnology,usagestatus,customercapabilities•Purchasingapproaches•SituationalfactorsUrgency,specificapplication,sizeoforder•PersonalcharacteristicsBuyer-sellersimilarity,attitudestowardrisk,loyaltyTopics8-10MarketSegmentation•SegmentingConsumerMarkets•SegmentingBusinessMarkets•SegmentingInternationalMarkets•RequirementsforEffectiveSegmentation•GeographicsegmentationLocationorregion•EconomicfactorsPopulationincomeorlevelofeconomicdevelopment•PoliticalandlegalfactorsType/stability稳定性ofgovernment,monetaryregulations,amountofbureaucracy,etc.•CulturalfactorsLanguage,religion,values,attitudes,customs,behavioralpatternsTopics8-11MarketSegmentation•SegmentingConsumerMarkets•SegmentingBusinessMarkets•SegmentingInternationalMarkets•RequirementsforEffectiveSegmentation•MeasurableSize,purchasingpower,andprofile轮廓ofsegment•AccessibleCanbereachedandserved•Substantial实在性Largeandprofitableenoughtoserve•Differentiable可辨别性Responddifferently•ActionableEffectiveprogramscanbedevelopedTopics8-12TargetMarketing•EvaluatingMarketSegmentsSegmentsizeandgrowthSegmentstructuralattractiveness结构优势LevelofcompetitionSubstituteproductsPowerofbuyersPowerfulsuppliersCompanyobjectivesandresources目标与资源的匹配性8-13TargetMarketing•TargetMarketingStrategiesUndifferentiated(mass)marketingDifferentiated(segmented)marketingConcentrated(niche)marketingMicromarketing(localorindividual)marketing8-14TargetMarketing•ChoosingaTarget-MarketingStrategyRequiresConsiderationof:CompanyresourcesThedegreeofproductvariabilityProduct’slife-cyclestageMarketvariabilityCompetitors’marketingstrategies8-15TargetMarketing•SociallyResponsibleTargetingSomesegmentsareatspecialrisk:ChildrenInner-cityminorityconsumersInternetshoppersControversyoccurswhenthemethodsusedarequestionable.8-16Positioning•Positioning:Theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.Typicallydefinedbyconsumersonthebasisofimportantattributes.8-17Positioning•ChoosingaPositioningStrategy:IdentifyingpossiblecompetitiveadvantagesProducts,services,channels,peopleorimagecanbesourcesofdifferentiation.ChoosingtherightcompetitiveadvantageHowmanydifferencestopromote?–Uniquesellingproposition–PositioningerrorstoavoidWhichdifferencestopromote?8-18CriteriaforMeaningfulDifferencesPositioning•Important•Superior•Preemptive•Distinctive•Communicable•Affordable•Profitable8-19Positioning•ChoosingaPositioningStrategy:SelectinganoverallpositioningstrategyMoreforMoreValuePropositionMorefortheSameValuePropositionTheSameforLessValuePropositionLessforMuchLessValuePropositionMoreforLessValueProposition8-20Positioning•ChoosingaPositioningStrategy:DevelopingapositioningstatementPositioningstatementssummarizethecompanyorbrandpositioningEXAMPLE:To(targetsegmentandneed)our(brand)is(concept)that(point-of-difference).Communicatingthechosenposition