人民大2026市场营销原理与实践英文版（第19版）课件ch-07-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter7CustomerValue–DrivenMarketingStrategy:CreatingValueforTargetCustomersCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives7.1Definethemajorstepsindesigningacustomervalue-drivenmarketingstrategy:marketsegmentation,targeting,differentiation,andpositioning.7.2Discussthemajorbasesforsegmentingconsumerandbusinessmarkets.7.3Explainhowcompaniesidentifyattractivemarketsegmentsandchooseamarket-targetingstrategy.7.4Discusshowcompaniesdifferentiateandpositiontheirproductsformaximumcompetitiveadvantage.

FACEBOOK(META):TargetingtheDiverseNeedsofDifferentSocialMediaSegmentsThankstosuccessfulsegmentationandtargeting,Facebook/Meta’sfourhugesocialmediaplatforms—Facebook,Instagram,WhatsApp,andMessenger—nowconstitutefourortheworld’stopfivesocialmediabrands.rvlsoft/Shutterstock

LearningObjective1Definethemajorstepsindesigningacustomervalue-drivenmarketingstrategy:marketsegmentation,targeting,differentiation,andpositioning.

CustomerValue–DrivenMarketingStrategyFigure7.1DesigningaCustomerValue–DrivenMarketingStrategy

LearningObjective2Discussthemajorbasesforsegmentingconsumerandbusinessmarkets.

MarketSegmentation(1of14)Marketsegmentationrequiresdividingamarketintosmallersegmentswithdistinctneeds,characteristics,orbehaviorsthatmightrequireseparatemarketingstrategiesormixes.

MarketSegmentation(2of14)SegmentingconsumermarketsSegmentingbusinessmarketsSegmentinginternationalmarketsRequirementsforeffectivesegmentation

MarketSegmentation(3of14)SegmentingConsumerMarketsGeographicsegmentationDemographicsegmentationPsychographicsegmentationBehavioralsegmentation

MarketSegmentation(4of14)SegmentingConsumerMarketsGeographicsegmentationdividesthemarketintodifferentgeographicalunitssuchasnations,regions,states,cou