第六讲顾客导向的市场营销战略：为目标顾客创造价值.pptVIP

顾客导向的市场营销战略：为目标顾客创造价值 性别细分是按性别对市场进行划分 心理细分按社会阶层、生活方式或个性特征将购买者分为不同群体 皇家加勒比：精力充沛、挥洒自己（情侣或家庭） 丽晶七海：恬静、理智、优雅、成熟（情侣） 时机细分有助于确定产品用途 产生购买意图 实际购买行动 使用产品 纽崔莱蛋白质粉 利益细分是为了探索不同群体的利益诉求以及递送不同的利益 京东装机配置服务 装机大师 自主装机 装机推荐 电脑DIY社区 使用者情况 非使用者：吸引 曾经使用者：重建关系 潜在使用者：鼓励试用 首次使用者：回访 经常使用者：巩固、维系 非使用者→经常使用者 使用频率：80/20 少量使用者 一般使用者 大量使用者 忠诚度 绝对忠诚：杜绝不满意 一般忠诚：发现竞争者，了解自身弱点 无忠诚：分析难以建立忠诚的原因 海底捞外卖 海底捞外卖 海底捞外卖 9岁女童批麦当劳CEO 要求公司停止欺骗儿童 当地时间（2013年5月23日）在美国麦当劳公司举行的股东大会上，9岁的Hanna Robinson向公司总裁Don Thompson发问，其问题使这位高管陷入窘境 加以宣传的竞争优势应具备—— * Note to Instructor Ask this discussion question after watching the ad? Discussion Question What is a positioning statement for Verizon? Verizon positioning is always that they have the best connections in any area. * * * * * * * Note to Instructor Discussion Question Are you familiar with GEICO advertisements? If so, what is their positioning? The Web link is to a YouTube ad. The question is what do they promote as their difference. It is that they cost less and they are easy to use. The instructor might want to play competitor’s ads to see what differences they promote (State Farm) is a good example. * Note to Instructor Discussion Question Are you familiar with GEICO advertisements? If so, what is their positioning? The Web link is to a YouTube ad. The question is what do they promote as their difference. It is that they cost less and they are easy to use. The instructor might want to play competitor’s ads to see what differences they promote (State Farm) is a good example. * 实施定位比选择定位更难 4P 一致性 调整与改进 沟通和传递既定的定位 * * * * * * Note to Instructor This link goes to , a Web site for female teenagers and young adults. It is interesting to browse with the students to note what kind of content is of interest to this group. A look at the advertisers with banner ads, sponsorships, or contests on the site shows the importance of targeted locations to these advertisers. * Note to Instructor There are a whole group of products which are targeted to the affluent including hot