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8-1Objectives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8-2Objectives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8-3•Sellsmultiplebrandswithinthesameproductcategoryforavarietyofproducts•Brandsfeatureadifferentmixofbenefitsandappealtodifferentsegments•Hasalsoidentifieddifferentnicheswithincertainsegments•Productmodificationsareuseful:Tideofferssevendifferentproductformulationstoservedifferentniches’needsProcter&Gamble宝洁CaseStudy案例研究8-4Definition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。8-5SegmentingConsumerMarkets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•GeographicalsegmentationMarketingmixesarecustomizedgeographically•DemographicsegmentationMostpopularsegmentationDemographicsarecloselyrelatedtoneeds,wantsandusagerates•PsychographicsegmentationLifestyle,socialclass,andpersonality-basedsegmentation•BehavioralsegmentationTypicallydonefirst8-6GeographicSegmentationVariables地理细分变量•WorldRegionorCountry•U.S.region•State•City•Neighborhood•CityorMetroSize•Density•Climate•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8-7•Age•Gender•Familysize•Familylifecycle•Income•Occupation•Education•Religion•Race•Generation•Nationality•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8-8•Occasions•Benefits•UserStatus•UserRates•LoyaltyStatus•ReadinessStage•AttitudeTowardtheProduct•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8-9SegmentingBusinessMarkets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•DemographicsegmentationIndustry,companysize,location•OperatingvariablesTechnology,usagestatus,customercapabilities•Purchasingapproaches•SituationalfactorsUrgency,specificapplication,sizeoforder•PersonalcharacteristicsBuyer-sellersimilarity,attitudestowardrisk,loyalty8-10SegmentingInternationalMarkets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•GeographicsegmentationLocationorregion•EconomicfactorsPopulationincomeorlevelofeconomicdevelopment•PoliticalandlegalfactorsType/stabilityofgovernment,monetaryregulations,amountofbureaucracy,etc.•CulturalfactorsLanguage,religion,values,attitudes,customs,behavioralpatterns8-11RequirementsforEffectiveSegmentation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•MeasurableSize,purchasingpower,andprofileofsegment•AccessibleCanbereachedandserved•SubstantialLargeandprofitableenoughtoserve•DifferentiableResponddifferently•ActionableEffectiveprogramscanbedeveloped8-12TargetMarketing确定目标市场•EvaluatingMarketSegmentsSegmentsizeandgrowthSegmentstructuralattractivenessLevelofcompetitionSubstituteproductsPowerofbuyersPowerfulsuppliersCompanyobjectivesandresources•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8-13TargetMarketing确定目标市场•TargetMarketingStrategiesUndifferentiated(mass)marketingDifferentiated(segmented)marketingConcentrated(niche)marketingMicromarketing(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8-14TargetMarketing确定目标市场•ChoosingaTarget-MarketingStrategyRequiresConsiderationof:CompanyresourcesThedegreeofproductvariabilityProduct’slife-cyclestageMarketvariabilityCompetitors’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8-15TargetMarketing确定目标市场•SociallyResponsibleTargetingSomesegmentsareatspecialrisk:ChildrenInner-cityminorityconsumersInternetshoppersControversyoccurswhenthemethodsusedarequestionable.•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8-16Positioning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8-17Positioning定位•ChoosingaPositioningStrategy:IdentifyingpossiblecompetitiveadvantagesProducts,services,channels,peopleorimagecanbesourcesofdifferentiation.ChoosingtherightcompetitiveadvantageHowmanydifferencestopromote?–Uniquesellingproposition–PositioningerrorstoavoidWhichdifferencestopromote?•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8-18CriteriaforMeaningfulDifferences有意义的差异的判断标准•Important•Superior•Preemptive•Distinctive•Communicable•Affordable•Profitable•重要性•显著性•优越性•专有性•沟通性•经济性•赢利性8-19Positioning定位•ChoosingaPositioningStrategy:SelectinganoverallpositioningstrategyMoreforMoreValu