【精品文档】目标市场营销 - Themegallery PowerTemplate.ppt

目标市场营销 目标市场营销Target Marketing 目标市场营销：企业识别各个不同的购买者群，选择其中一个或几个作为自己的目标市场，发挥自己的资源优势，运用适当的市场营销组合，通过满足目标市场的需要获取利润。（P.140） 目标市场营销的步骤Steps in Market Segmentation, Targeting, and Positioning 基本市场偏好模式Basic Market-Preference Patterns 消费者市场细分变量Bases for Segmenting Consumer Markets 产业市场细分依据Bases for Segmenting Business Markets 人文变量 Demographic 经营变量 Operating Variables 采购方式 Purchasing Approaches 情景因素 Situational Factors 个性特征 Personal Characteristics 有效市场细分的条件Effective Segmentation Heavy and Light Users of Common Consumer Products 市场细分关键Additional Segmentation Criteria 目标市场的道德选择 Ethical Choice of Market Targets 在超级细分市场中营销 Segment Interrelationships Super-segments 逐个细分市场进入的计划 Segment-by-Segment Invasion Plans 内部细分合作 Inter-segment Cooperation 逐个细分市场进入计划Segment-by-Segment Invasion Plan 评估细分市场Evaluate segmentations 市场规模/市场增长的潜力Segment Size and Growth Analyze current sales, growth rates and expected profitability for various segments. 市场吸引力Segment Structural Attractiveness Consider effects of: competitors, availability of substitute products and, the power of buyers suppliers. 企业本身的目标和资源Company Objectives and Resources Company skills resources needed to succeed in that segments Look for Competitive Advantages. 目标市场策略Market Coverage Strategies 影响目标市场选择的因素Major Factors for Targets Selection 市场定位Market Positioning 市场定位就是一种对公司的产品和形象进行设计，从而使其能在目标顾客心目中占有一个独特的位置的行动。P.115 Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind. Product’s Position - the way the product is defined by consumers on important attributes - the place the product occupies in consumers’ minds relative to competing products. Marketers must: Plan positions to give their products the greatest advantage in selected target markets, Design marketing mixes to create these planned positions. 识别可能的竞争优势Identifying Possible Competitive Advantages 赢得和保持客户的关键在于比竞争对手更了解客户的需求和购买过程，并（为此）提供更高价值 Key to winning and keeping customers is to under