国际市场营销MarketingManagement讲述.ppt

International Marketing Segmentation, targeting and positioning Ahead Procter Gamble (PG) sells eight brands of laundry detergent in the United States (Tide, Cheer, Bold, Gain, Era, Oxydol, Dreft, and Ivory Snow). It also sells six brands each of hand soap and shampoo; four brands each of liquid dishwashing detergent, toothpaste, and tissues and towels,…….PG has many additional brands in each category for different international markets. For example, it sells 16 different laundry product brands in Latin America and 19 in Europe, the Middle East, and Africa. why would PG introduce several brands in one category instead of concentrating its resources on a single leading brand? The answer lies in the fact that different people want different mixes of benefits from the products they buy. Marketing Framework Chapter Objectives In this chapter, we focus on the following questions: How can one firm segment the market? How can the firm select the target markets? How can the firm choose an effective positioning in the market? 1. Market Segmentation 同质市场与异质市场 同质市场：消费者对某一产品的要求基本 相同或极为相似。如火柴、白糖等。 异质市场：消费者对某一产品的要求不尽相同。 绝大多数的产品市场都是异质市场。 市场细分是对“异质市场”进行细分，分为若干个同质子市场。 互动空间－－同质与异质市场 天然气市场和手机市场哪个 不必进行市场细分？ 为什么？ 互动空间－－同质与异质市场 下列属于异质市场的是（ ） ①白糖市场 ②食盐市场 ③服装市场 ④煤炭市场 Why Segment? Consumers needs and preferences vary It is impossible for firms to satisfy everyone’s needs with a single offering Discussion Question Can you think of a single product that satisfies everyone’s needs/preferences? Consider the following: A 12 ounce can of Pepsi Magic Kingdom at Disney World A Ritz Carlton Hotel What is Segmentation? Segmentation Breaking the heterogeneous market into smaller, homogeneous markets Segment A group of customers who share similar inclinations toward a brand Groups of Customers Groups of Customers Mass Marketing All customers are treated the same Customer needs are not met But…less expensive to impleme