chapter_4__市场细分与市场定位策划课英语版概要1.ppt

(1)Evaluating Market Segments Segment size and growth Segment structural attractiveness Level of competition Substitute products Power of buyers Power of suppliers Company objectives and resources 经济与管理学院 李巍 Definition Marketers evaluate each market segment’s attractiveness and select one or more segments to enter. (2)Selecting targeting market 经济与管理学院 李巍 Five basic modes for targeting １、Product/market concentration　 M1 M2 M3 P1 P2 P3 ３、Market concentration P1 M1 M2 M3 P2 P3 ２、product concentration P1 M1 M2 M3 P2 P3 经济与管理学院 李巍 ５、Overall coverage P1 M1 M2 M3 P2 P3 ４、Multiple segments concentration P1 M1 M2 M3 P2 P3 Five basic modes for targeting 经济与管理学院 李巍 Undifferentiated (mass) marketing Differentiated (segmented) marketing Concentrated (niche) marketing 3、Target Marketing Strategies S:Economy of scale—Low cost of Production and marketing； W:Overlook the varying divergence of demands—low CS； Marketing mix ?????????? ? ? ? ? ?? ? ? ? ? ? ? (1.) Undifferentiated (mass) marketing Pres.: Insufficient divergence of Market demands Strong monopoly/istic Adaptability：Market of primitive stage Market of hard monopolistic Overall leading Positioning 经济与管理学院 李巍 Segment A Segment B Segment C Segment × Segment ··· Marketing Plan A Marketing Plan B Marketing Plan C ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? (2.) Differentiated (segmented) marketing 经济与管理学院 李巍 s：Meet the needs of different customers against their characteristics Erect a better CI in the market Scatter the risks w：Huge additional cost for either producing or marketing management (2.) Differentiated (segmented) marketing Adp.: Highly matured buyers’ market Highly competing sellers’ market Well-developed enterprise Pres.: Adequate diversity of demands for profit Available power of enterprise（production scale、ma