TARGET MARKETING “MY MARKET IS ANYONE THAT EATS…“我的目标营销市场是任何人吃……”.pptVIP

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2018-06-19 发布于福建
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TARGET MARKETING “MY MARKET IS ANYONE THAT EATS…“我的目标营销市场是任何人吃……”.ppt

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TARGET MARKETING “MY MARKET IS ANYONE THAT EATS…“我的目标营销市场是任何人吃……”

TARGET MARKETINGTARGETING EVERYONE = TARGETING NOONE Michael PiczakJune 2004 WHO HAVE YOU TARGETED BELOW? “I TARGET THE OLD AND THE YOUNG, THE RICH AND THE LOW INCOME…” “I WOULD CUT ANYONE’S HAIR…” (and who would doubt it...) THE TENDENCY OUR MISTAKE TO ARGUE THAT YOU WILL GET YOUR MARKETING MESSAGES OUT TO EVERYONE THE REALITY IS THAT THERE IS NOT ENOUGH MONEY OR TIME WHEN YOU TARGET EVERYONE, YOU TARGET NOONE IT’S SIMPLER THAN YOU THINK… HOW MUCH MARKET DOES A COMPANY NEED TO BE SUCCESSFUL? APPLE’s iPhone IS HOPEFUL TO ATTRACT 1% SHARE – 10,000,000 CELL PHONES McDONALD’s SELLS FOOD TO ONLY 1% OF THE WORLD’S POPULATION WALMART IS $? TRILLION IN SALES AND SELLS LARGELY IN THE U.S. AND CANADA THE MAPLE LEAFS DRAW 17,000 PER GAME (17K/3M PEOPLE = %)AND ARE VERY SUCCESSFUL DOFASCO IS A $3B COMPANY REPRESENTING XXXXX% OF THE CAPACITY IN NORTH AMERICA AND YET IS THE MOST PROFITABLE STEEL COMPANY IN THIS HEMISPHERE HOW MUCH DO YOU NEED? YOU NEED SALES/MARKET SHARE HIGH/BIG ENOUGH TO: BREAKEVEN PAY YOURSELF FOR YOUR: OPPORTUNITY COST (WHAT YOU COULD EARN ELSEWHERE) RISK TAKEN (AN EXPOSURE DIVIDEND) RETURN ON INVESTMENT (X% ABOVE THE T-BILL RATE) BLOOD SWEAT AND TEARS (HOURS, ENERGY) MARKET SEGMENTS CARVING UP AN OVERALL MARKET INTO TARGETABLE CHUNKS BASED ON SOME CRITERIA SUCH AS: DEMOGRAPHICS (AGE, INCOME, EDUCATION, GENDER) PSYCHOGRAPHICS (ATTITUDES, INTERESTS, OPINIONS (AIO’s)) TECHNOGRAPHCS (MOUSE POTATO, GEEK) – BENEFITS (WHITE TEETH, HIGH SPEED) USEAGE (HEAVY vs. LIGHT VS. RECREATIONAL VS. SERIOUS) LIFESTYLE (ACTIVE, JET SETTING) CONSUMER/INDUSTRIAL/COMMERCIAL/GOVERNMENT/MILITARY $300M AIO: “I AM PATRIOTIC” AN ‘AIO’ QUESTION BURIED IN A 200 ITEM ON-LINE SURVEY TO MOLSON BEER DRINKERS RESULTED IN THE VERY SUCCESSFUL ($300M) “I AM CANADIAN CAMPAIGN” WAS FOUND BY ACCIDENT THROUGH DATA MINING WHO REGULARLY TARGETS CUSTOMS/AIRPORT SECURITY OFFICERS (female shoppers, racial profiling) POLICE WITH SPEED TRAPS (roads from highways, transition zones, road to h