选择目标市场与市场定位.pptx

Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers市场细分、选择目标市场和市场定位Objectives 目标Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning.Understand the major bases for segmenting consumer and business markets.说明目标市场营销的三个步骤：市场细分、选择目标市场和市场定位列出并讨论细分市场的主要层次，以及消费者市场和产业市场的细分因素Objectives 目标Know how companies identify attractive market segments and how they choose a target marketing strategy.Comprehend how companies position their products for maximum competitive advantage.解释公司如何识别有吸引力的细分市场并选择市场覆盖策略论述公司如何定位自己的产品，使其在市场上具有最大的竞争优势Case Study案例研究Procter Gamble 宝洁Sells multiple brands within the same product category for a variety of productsBrands feature a different mix of benefits and appeal to different segments Has also identified different niches within certain segments Product modifications are useful: Tide offers seven different product formulations to serve different niches’ needsDefinition 定义Market Segmentation:Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes.市场细分：根据消费者的不同需求、特征和行为，将一个市场分为几个有明显区别的消费者群体，他们可能需要不同的产品和市场营销组合。Segmenting Consumer Markets消费者细分市场Geographical segmentationMarketing mixes are customized geographicallyDemographic segmentationMost popular segmentationDemographics are closely related to needs, wants and usage ratesPsychographic segmentationLifestyle, social class, and personality-based segmentationBehavioral segmentationTypically done first地理细分营销组合因地理差异而不同人口细分最常见的细分方式人口与需要、需求和使用率密切相关心理细分基于生活方式、社会阶层和人格的细分行为细分通常首先进行Geographic Segmentation Variables地理细分变量世界地区或国家国内地区州城市周边地区城市或交通规模人口密度气候World Region or CountryU.S. regionStateCityNeighborhoodCity or Metro SizeDensityClimateGeographic Segmentation Variables地理细分变量AgeGenderFamily sizeFamily life cycleIncomeOccupationEducationReligionRaceGenerationNationality年龄性别家庭人口家庭生活周期职业教育宗教民族年代国籍Behavioral Segmentation Va