市場(chǎng)細(xì)分、選擇目標(biāo)市場(chǎng)和市場(chǎng)定位(ppt20)-銷售管理(文件)
【正文】 erved ? Substantial ? Large and profitable enough to serve ? Differentiable ? Respond differently ? Actionable ? Effective programs can be developed 8 12 Target Marketing 確定目標(biāo)市場(chǎng) ? Evaluating Market Segments ? Segment size and growth ? Segment structural attractiveness ? Level of petition ? Substitute products ? Power of buyers ? Powerful suppliers ? Company objectives and resources ? 評(píng)估細(xì)分市場(chǎng) ? 細(xì)分市場(chǎng)的規(guī)模與增長(zhǎng)特性 ? 細(xì)分市場(chǎng)的結(jié)構(gòu)優(yōu)勢(shì) ?競(jìng)爭(zhēng)水平 ?替代產(chǎn)品 ?購(gòu)買力 ?有力的供應(yīng)商 ? 公司目標(biāo)和資源 8 13 Target Marketing 確定目標(biāo)市場(chǎng) ? Target Marketing Strategies ? Undifferentiated (mass) marketing ? Differentiated (segmented) marketing ? Concentrated (niche) marketing ? Micromarketing (local or individual) marketing ?選擇細(xì)分市場(chǎng) ?無(wú)差異營(yíng)銷 ?差異化營(yíng)銷 ?集中營(yíng)銷 ?微市場(chǎng)營(yíng)銷 8 14 Target Marketing 確定目標(biāo)市場(chǎng) ? Choosing a TargetMarketing Strategy Requires Consideration of: ? Company resources ? The degree of product variability ? Product’s lifecycle stage ? Market variability ? Competitors’ marketing strategies ? 選擇目標(biāo)市場(chǎng)要考慮： ? 公司資源 ? 產(chǎn)品可變程度 ? 產(chǎn)品生命周期階段 ? 市場(chǎng)可變性 ? 競(jìng)爭(zhēng)者的營(yíng)銷策略 8 15 Target Marketing 確定目標(biāo)市場(chǎng) ? Socially Responsible Targeting ? Some segments are at special risk: ? Children ? Innercity minority consumers ? Inter shoppers ? Controversy occurs when the methods used are questionable. ? 對(duì)社會(huì)負(fù)責(zé)的目標(biāo)市場(chǎng)選擇 ? 一些細(xì)分市場(chǎng)存在特定風(fēng)險(xiǎn)： ?兒童 ?少數(shù)民族消費(fèi)者 ?網(wǎng)絡(luò)購(gòu)買者 ? 當(dāng)使用
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