市場(chǎng)營(yíng)銷策略市場(chǎng)細(xì)分與目標(biāo)市場(chǎng)研討-全文預(yù)覽
【正文】 profitability o Expected Growth o Segment Structural Attractiveness Consider effects of: petitors, availability of substitute products and the power of buyers suppliers o Cost of Reaching the Segment o Company Objectives and Resources Consider pany skills resources needed to succeed Look for Competitive Advantages. 38 目標(biāo)市場(chǎng)覆蓋策略選擇 M1 M2 M3 M1 M2 M3 M1 M2 M3 M1 M2 M3 M1 M2 M3 P1 P2 P3 市場(chǎng)集中化 產(chǎn)品專業(yè)化 市場(chǎng)專業(yè)化 選擇專業(yè)化 完全市場(chǎng)覆蓋 39 目標(biāo)市場(chǎng)營(yíng)銷策略 無(wú)差異營(yíng)銷策略 市場(chǎng)營(yíng)銷組合 子市場(chǎng) 1 子市場(chǎng) 2 子市場(chǎng) 3 40 ? 差異性營(yíng)銷策略 市場(chǎng)營(yíng)銷組合 A 市場(chǎng)營(yíng)銷組合 B 市場(chǎng)營(yíng)銷組合 C 子市場(chǎng) 1 子市場(chǎng) 2 子市場(chǎng) 3 41 ? 集中營(yíng)銷策略 市場(chǎng)營(yíng)銷組合 B 子市場(chǎng) 1 子市場(chǎng) 2 子市場(chǎng) 3 42 影響目標(biāo)市場(chǎng)策略選擇的因素 影響目標(biāo)市場(chǎng)策 略選擇的因素 公司資源 競(jìng)爭(zhēng)者戰(zhàn)略 市場(chǎng)特征 產(chǎn)品特征 生命周期階段 43 Targeting Strategies Multiple Products Multiple Markets Marketing Mix 1 Marketing Mix 2 Marketing Mix 3 Segment 1 Segment 2 Segment 3 Company Marketing Mix Segment 1 Segment 2 Segment 3 One Product Multiple Markets 44 Segment of One: Mass Customization Marketing Mix 1 Marketing Mix 2 Marketing Mix 3 Customer 1 Customer 2 Customer 3 45 The process of segmenting and targeting markets involves five key steps To recap: STEPS IN SEGMENTING and TARGETING MARKETS 46 四、市場(chǎng)定位 ? 企業(yè)為適應(yīng)消費(fèi)者心目中的某一特定要求而設(shè)計(jì)自己產(chǎn)品和營(yíng)銷組合的行為。 26 市場(chǎng)細(xì)分的依據(jù)（細(xì)分變量） 地理因素 行政區(qū)劃 經(jīng)濟(jì)形態(tài) 自然環(huán)境 氣候條件 人文因素 年齡 性別 收入 教育 家庭 信仰 心理因素 生活方式 個(gè)性特征 行為因素 購(gòu)買時(shí)機(jī) 購(gòu)買頻率 利益訴求 使用狀況 品牌忠實(shí) 27 市場(chǎng)細(xì)分方法 確定細(xì)分變量 初級(jí)細(xì)分 二級(jí)細(xì)分 三級(jí)細(xì)分 28 有效細(xì)分的原則 ? 可區(qū)分原則 —— 市場(chǎng)差異明顯； ? 可進(jìn)入原則 —— 企業(yè)資源吻合； ? 可盈利原則 —— 經(jīng)營(yíng)有利可圖。 二、市場(chǎng)細(xì)分 23 What is Market Segmentation? ? Market Segmentation is a twostep process of: ? Naming broad productmarkets of interest to the firm and where it has the resources and experience to pete and ? Segmenting these broad productmarkets in order to select target markets and develop suitable marketing mixes ? Bicycleriders ProductMarket: submarkets or market segments of Exercisers, Socializers, Environmentalists, Thrill seekers, Transportation riders 24 ? Marketingoriented managers think of segmenting as an aggregating process – of clustering people with similar needs into a “ market segment” ? A market segment is a (relatively) homogeneous group of customers who have somewhat similar needs. ? The marketer wants to aggregate individual customers into some workable number of relatively homogeneous groups and then
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