出口行销学ch5.pptVIP

1. Chapter objectives Know about defining generic markets and product markets. Know what market segmentation is and how to segment product-markets into submarkets. Know the dimensions that may be useful for segmenting markets. Know three approaches to choosing the target segment. Know what positioning is, and why it is useful. Main terms. 2. STP marketing Segmenting Targeting Positioning 3.Marketing Strategy Planning Process 4. What is a market? Market (p226): a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods and/or services---- that is, ways of satisfying those needs. A market does not focus on the product. A market can be broadly defined or narrowly defined. A broad market - Transportation market (Who might be General Motors’s competitors?) A narrow market – the market for five-passenger motor vehicles with gasoline-powered internal-combustion engines (Can you identify the potential customers?) 5. Broaden market definitions Broad market definitions(p227), including both generic market definitions and product market definitions, can help firms find opportunities. Generic market(p227): a market with broadly similar needs– and sellers offering various and often diverse ways of satisfying those needs. Product market(p227): a market with very similar needs--- and sellers offering various close-substitute ways of satisfying those needs. Generic and Product-Market Definitions (p229 Exhibit 8-2) Customer needs :refer to the needs the product type satisfies for the customer. Customer type: refers to the final consumer or user of a product type. Geographic area: is where a firm competes, or plans to compete, for customers. Product type: describes the goods and services that customers wants. Can you identify the parts? Generic market: Security for families in the world. Product market: Homeowner’s insurance for financial security for home-owning families in Western Canada. Pro