市场细分、选择目标市场与市场定位.pptVIP

Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers 市场细分、选择目标市场和市场定位 Objectives 目标 Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning. Understand the major bases for segmenting consumer and business markets. 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 Objectives 目标 Know how companies identify attractive market segments and how they choose a target marketing strategy. Comprehend how companies position their products for maximum competitive advantage. 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 Case Study案例研究 Sells multiple brands within the same product category for a variety of products Brands feature a different mix of benefits and appeal to different segments Has also identified different niches within certain segments Product modifications are useful: Tide offers seven different product formulations to serve different niches’ needs Definition 定义 Market Segmentation: Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. 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。 Segmenting Consumer Markets消费者细分市场 Geographical segmentation Marketing mixes are customized geographically Demographic segmentation Most popular segmentation Demographics are closely related to needs, wants and usage rates Psychographic segmentation Lifestyle, social class, and personality-based segmentation Behavioral segmentation Typically done first 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 Geographic Segmentation Variables地理细分变量 World Region or Country U.S. region State City Neighborhood City or Metro Size 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 Geographic Segmentation Variables地理细分变量 Age Gender Family size Family life cycle Income Occupation Education Religion Race Generation Nation