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1、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0Objectives 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 busin
2、ess 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1Objectives 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
3、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2Sells multiple Sells multiple brands within the brands within the same product same product category for a category for a variety of productsvariety of productsBrands feature a Brands feature a different mix of different mix of benefits and appeal benefits and appeal to
4、 different to different segmentssegments Has also identified Has also identified different niches different niches withinwithin certain certain segments segments Product Product modifications are modifications are useful:Tide offers useful:Tide offers seven different seven different product product
5、formulations to formulations to serve different serve different niches needsniches needsProcter&Gamble 宝洁宝洁Case Study案例研究3Definition 定义Market Segmentation:Dividing a market Dividing a market into distinct groups into distinct groups with distinct needs,with distinct needs,characteristics,or characte
6、ristics,or behavior who might behavior who might require separate require separate products or products or marketing mixes.marketing mixes.市场细分：根据消费者的不根据消费者的不同需求、特征和同需求、特征和行为，将一个市行为，将一个市场分为几个有明场分为几个有明显区别的消费者显区别的消费者群体，他们可能群体，他们可能需要不同的产品需要不同的产品和市场营销组合。和市场营销组合。4Segmenting Consumer Markets消费者细分市场 地理细分地理
7、细分 营销组合因地理差异而不同营销组合因地理差异而不同 人口细分人口细分 最常见的细分方式最常见的细分方式 人口与需要、需求和使用率人口与需要、需求和使用率密切相关密切相关 心理细分心理细分 基于生活方式、社会阶层和基于生活方式、社会阶层和人格的细分人格的细分 行为细分行为细分 通常首先进行通常首先进行 Geographical segmentationGeographical segmentation Marketing mixes are Marketing mixes are customized geographicallycustomized geographically Demog
8、raphic segmentationDemographic segmentation Most popular segmentationMost popular segmentation Demographics are closely Demographics are closely related to needs,wants and related to needs,wants and usage ratesusage rates Psychographic Psychographic segmentationsegmentation Lifestyle,social class,an
9、d Lifestyle,social class,and personality-based personality-based segmentationsegmentation Behavioral segmentationBehavioral segmentation Typically done firstTypically done first5Geographic Segmentation Variables地理细分变量地理细分变量World Region or CountryWorld Region or CountryU.S.regionU.S.regionStateStateC
10、ityCityNeighborhoodNeighborhoodCity or Metro SizeCity or Metro SizeDensityDensityClimateClimate世界地区或国家世界地区或国家国内地区国内地区州州城市城市周边地区周边地区城市或交通规模城市或交通规模人口密度人口密度气候气候6 AgeAge GenderGender Family sizeFamily size Family life cycleFamily life cycle IncomeIncome OccupationOccupation EducationEducation ReligionRe
11、ligion RaceRace GenerationGeneration NationalityNationality 年龄年龄 性别性别 家庭人口家庭人口 家庭生活周期家庭生活周期 职业职业 教育教育 宗教宗教 民族民族 年代年代 国籍国籍Geographic Segmentation Variables地理细分变量地理细分变量7OccasionsOccasionsBenefitsBenefitsUser StatusUser StatusUser RatesUser RatesLoyalty StatusLoyalty StatusReadiness StageReadiness Stag
12、eAttitude Toward Attitude Toward the Productthe Product购买时机寻求利益使用者情况使用程度忠诚度购买准备阶段品牌崇信Behavioral Segmentation Variables行为细分变量行为细分变量8Segmenting Business Markets产业市场细分 客户情况客户情况 行业、公司规模、地点行业、公司规模、地点 经营特点经营特点 技术、使用者和非使用者、客技术、使用者和非使用者、客户能力户能力 购买方式购买方式 形势因素形势因素 紧迫性、具体应用、订货规模紧迫性、具体应用、订货规模 个性特点个性特点 买卖双方相似性、风
13、险态度、买卖双方相似性、风险态度、忠诚度忠诚度 Demographic segmentationDemographic segmentation Industry,company size,Industry,company size,locationlocation Operating variablesOperating variables Technology,usage status,Technology,usage status,customer capabilitiescustomer capabilities Purchasing approachesPurchasing appr
14、oaches Situational factorsSituational factors Urgency,specific Urgency,specific application,size of orderapplication,size of order Personal characteristicsPersonal characteristics Buyer-seller similarity,Buyer-seller similarity,attitudes toward risk,loyaltyattitudes toward risk,loyalty9Segmenting In
15、ternational Markets国际市场细分 地理细分地理细分 处所或区域处所或区域 经济因素经济因素 收或经济发展水平收或经济发展水平 政策和法律因素政策和法律因素 政府的稳定度政府的稳定度/类型、金融类型、金融政策、官僚程度政策、官僚程度 文化因素文化因素 语言、宗教、价值观、态语言、宗教、价值观、态度、习惯、行为模式度、习惯、行为模式 Geographic segmentationGeographic segmentation Location or regionLocation or region Economic factorsEconomic factors Populati
16、on income or level of Population income or level of economic developmenteconomic development Political and legal factorsPolitical and legal factors Type/stability of Type/stability of government,monetary government,monetary regulations,amount of regulations,amount of bureaucracy,etc.bureaucracy,etc.
17、Cultural factorsCultural factors Language,religion,values,Language,religion,values,attitudes,customs,behavioral attitudes,customs,behavioral patternspatterns10Requirements for Effective Segmentation有效细分的要求 可测量性可测量性 细分市场的规模、购买力、基细分市场的规模、购买力、基本情况本情况 可接近性可接近性 能够接近并提供服务能够接近并提供服务 实在性实在性 足够大并且能够赢利足够大并且能够赢
18、利 可辨别性可辨别性 有不同的反应有不同的反应 可行性可行性 可以实行有效方案可以实行有效方案 MeasurableMeasurable Size,purchasing power,Size,purchasing power,and profile of segmentand profile of segment AccessibleAccessible Can be reached and Can be reached and served served SubstantialSubstantial Large and profitable Large and profitable enou
19、gh to serveenough to serve DifferentiableDifferentiable Respond differentlyRespond differently ActionableActionable Effective programs can be Effective programs can be developeddeveloped11Target Marketing 确定目标市场Evaluating Market Segments Segment size and growthSegment size and growth Segment structu
20、ral Segment structural attractivenessattractivenessvv Level of competition Level of competitionvv Substitute products Substitute productsvv Power of buyers Power of buyersvv Powerful suppliers Powerful suppliers Company objectives and Company objectives and resourcesresources评估细分市场细分市场的规模细分市场的规模与增长特
21、性与增长特性细分市场的结构细分市场的结构优势优势vv竞争水平竞争水平vv替代产品替代产品vv购买力购买力vv有力的供应商有力的供应商公司目标和资源公司目标和资源12Target Marketing 确定目标市场Target Marketing Target Marketing StrategiesStrategies Undifferentiated(mass)Undifferentiated(mass)marketingmarketing Differentiated Differentiated(segmented)marketing(segmented)marketing Concent
22、rated(niche)Concentrated(niche)marketingmarketing Micromarketing(local or Micromarketing(local or individual)marketingindividual)marketing选择细分市场无差异营销差异化营销集中营销微市场营销13Target Marketing 确定目标市场Choosing a Target-Choosing a Target-Marketing Strategy Marketing Strategy Requires Consideration Requires Consid
23、eration of:of:Company resourcesCompany resources The degree of product The degree of product variabilityvariability Products life-cycle stageProducts life-cycle stage Market variabilityMarket variability Competitors marketing Competitors marketing strategiesstrategies选择目标市场要考虑：公司资源公司资源产品可变程度产品可变程度产品
24、生命周期阶段产品生命周期阶段市场可变性市场可变性竞争者的营销策略竞争者的营销策略14Target Marketing 确定目标市场Socially Responsible Socially Responsible Targeting Targeting Some segments are at Some segments are at special risk:special risk:vv Children Childrenvv Inner-city minority Inner-city minority consumersconsumersvv Internet shoppers Int
25、ernet shoppers Controversy occurs Controversy occurs when the methods when the methods used are questionable.used are questionable.对社会负责的目标市场选择一些细分市场存一些细分市场存在特定风险：在特定风险：vv儿童儿童vv少数民族消费者少数民族消费者vv网络购买者网络购买者当使用的方法存当使用的方法存在问题时就会招在问题时就会招致批评致批评15Positioning 定位Positioning:The place the The place the product
26、 occupies in product occupies in consumers minds consumers minds relative to relative to competing peting products.Typically defined by Typically defined by consumers on the consumers on the basis of important basis of important attributes.attributes.定位：与竞争产品相比与竞争产品相比产品在消费者心产品在消费者心中的位置中的位置主要由消费者基主要由
27、消费者基于主要特性来定于主要特性来定义义16Positioning 定位Choosing a Positioning Strategy:Identifying possible Identifying possible competitive advantagescompetitive advantagesvvProducts,services,Products,services,channels,people or image channels,people or image can be sources of can be sources of differentiation.differ
28、entiation.Choosing the right Choosing the right competitive advantagecompetitive advantagevvHow many differences to How many differences to promote?promote?Unique selling propositionUnique selling proposition Positioning errors to avoidPositioning errors to avoidvvWhich differences to Which differen
29、ces to promote?promote?选择定位策略：识别可能的竞争识别可能的竞争优势优势vv产品、服务、渠产品、服务、渠道、人或形象都道、人或形象都可以是差异的来可以是差异的来源源确定适当的竞争确定适当的竞争优势优势vv推广多少差异？推广多少差异？独特的销售建议独特的销售建议 避免定位误区避免定位误区vv推广哪些差异推广哪些差异17Criteria for Meaningful Differences有意义的差异的判断标准有意义的差异的判断标准ImportantSuperiorPreemptiveDistinctiveCommunicableAffordableProfitable重要
30、性重要性显著性显著性优越性优越性专有性专有性沟通性沟通性经济性经济性赢利性赢利性18Positioning 定位Choosing a Positioning Strategy:Selecting an overall Selecting an overall positioning strategypositioning strategyvvMore for More Value More for More Value PropositionPropositionvvMore for the Same Value More for the Same Value PropositionPropo
31、sitionvvThe Same for Less The Same for Less Value PropositionValue PropositionvvLess for Much Less Less for Much Less Value PropositionValue PropositionvvMore for Less Value More for Less Value PropositionProposition选择定位策略：选择整体定位策略高质高价高质高价高质同价高质同价同质低价同质低价低质更低价低质更低价高质低价高质低价19Positioning 定位Choosing a
32、Positioning Choosing a Positioning Strategy:Strategy:Developing a positioning Developing a positioning statementstatementvvPositioning statements Positioning statements summarize the company or summarize the company or brand positioningbrand positioningvvEXAMPLE:To EXAMPLE:To(target(target segment a
33、nd need)segment and need)our our(brand)(brand)is is(concept)(concept)that that(point-of-difference)(point-of-difference).Communicating the chosen Communicating the chosen positionposition选择定位策略：进行定位陈述进行定位陈述vv定位陈述总结定位陈述总结公司或品牌的公司或品牌的定位策略定位策略vv例：要（目标例：要（目标市场和需求），市场和需求），我们的（品牌）我们的（品牌）是（区别点）是（区别点）的（概念）的（概念）沟通并传送选定沟通并传送选定的定位的定位20