【正文】 ideals. mature, satisfied, fortable , and reflective people who value order, knowledge, and responsibility. tend to be well educated. wellinformed about world and national events. alert to opportunities to broaden their knowledge. open to consider new ideas. Although their ines allow them many choices, Thinkers are conservative, practical consumers。下一代產(chǎn)品不僅是意料中的也是人們期盼的。這么做，其他競爭對手就沒法進(jìn)攻，價格戰(zhàn)也沒用 (“對，它價格低，但是它是過時的低價芯片” )。問題是傳統(tǒng)冷凍液幾乎不會漏到引擎里。銷量減少，抱怨增加。他們喜歡傳統(tǒng)的方式。如果你不這么做，你可能真有麻煩。沒人買了被認(rèn)定是過時的產(chǎn)品會感到舒服。t have enough of it to meet their desires. favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead. active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow 注重形象，可支配收入有限，但尚能保持收支平衡，花費(fèi)于衣服和個人護(hù)理， 喜歡看電視勝過閱讀 2 51 VALSTM2的八類人群（續(xù)） ? Experiencers—— motivated by selfexpression. As young, enthusiastic, and impulsive consumers, quickly bee enthusiastic about new possibilities but are equally quick to cool. seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. avid consumers and spend a paratively high proportion of their ine on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having cool stuff 行動導(dǎo)向，追隨時尚，可支配收入多用于社交，憑沖動購買，聽搖滾樂 2 52 VALSTM2的八類人群（續(xù)） ? 知足者 Makers—— motivated by selfexpression. express themselves and experience the world by working on itbuilding a house, raising children, fixing a car, or canning vegetablesand have enough skill and energy to carry out their projects successfully. practical people who have constructive skills and value selfsufficiency. live within a traditional context of family, practical work, and physical recreation and have little interest in what lies outside that context. suspicious of new ideas and large institutions such as big business.. unimpressed by material possessions other than those with a practical or functional purpose. prefer value to luxury, buy basic ，為舒適、耐久、價值而采購，對奢侈品不感冒， 閱讀汽車、居家 (home mechanics) 、釣魚雜志 2 53 VALSTM2的八類人群（續(xù)） ? Survivors—— live narrowly focused lives. With few resources with which to cope, they often believe that the world is changing too quickly. They are fortable with the familiar and are primarily concerned with safety and security. Because they must focus on meeting needs rather than fulfilling desires, Survivors do not show a strong primary motivation. Survivors are cautious consumers. They represent a very modest market for most products and services. They are loyal to favorite brands, especially if they can purchase them at a discount. 消費(fèi)有限、關(guān)心安全、品牌忠誠、相信廣告、?？措娨? 2 54 例 89：鐵城啤酒利用 VASL ? 鐵城啤酒是美國匹茨堡的一個著名品牌，面臨銷量下降 —— 核心顧客因年歲增長而減少消費(fèi)、年輕顧客不認(rèn)賬 ? 據(jù) VALS調(diào)查，飲用啤酒最多的是 experiencers，其次是strivers。 $15,000。 3549。第七章 市場細(xì)分、目標(biāo)市場選擇與定位 Chapter Market Segmenting, Targeting Positioning 1 內(nèi)容提要 ? 市場與市場細(xì)分 ? 消費(fèi)者市場細(xì)分 ? 商業(yè)市場細(xì)分 ? 市場目標(biāo)選擇與進(jìn)入 ? 市場定位 2 Learning Objective 1 市場與市場細(xì)分 Describe the characteristics of markets and market segments. Explain the importance of market segmentation. Discuss criteria for successful market segmentation. 3 Market Segmentation Market Market Segment Market Segmentation People or anizations with needs or wants and the ability and authority to buy A subgroup of people or anizations sharing one or more characteristics that cause them to have similar product needs. The process of dividing a market into meaningful, relatively similar, identifiable segments or groups. 1 4 市場是 …… A Market is... ? 具如下特征的人或組織 people or anizations with ? 購買欲 needs or wants, willingness ? 購買力 ability, purchasing power ? 購買權(quán) authority to buy 上述因素缺少任何一個都不構(gòu)成市場 1 consumer markets business markets 5 消費(fèi)者市場 Consumer markets ? 由最終消費(fèi)者構(gòu)成 ? 購買商品和服務(wù)用于個人消費(fèi)的個人與家庭 ? 消費(fèi)者購買行為千差萬別，購買決策背后都有一系列決定因素 1 全球的消費(fèi)者市場有 60億人口 6 商業(yè)市場 Business markets ? 由組織構(gòu)成 ? 購買商品和服務(wù)是用于生產(chǎn)向他人出售、租賃、供應(yīng)產(chǎn)品和服務(wù) ? 既包括制造商，也包括批發(fā)和零售企業(yè) ? 涉及的價值與產(chǎn)品比消費(fèi)者市場大的多 —— 消費(fèi)者的一次購買需要涉及多次 商業(yè) 購買 1 為生產(chǎn)輪胎，固特異必須進(jìn)行大量商業(yè)交易 —— 采購橡膠、鋼鐵、機(jī)器設(shè)備 7 細(xì)分市場 Market segment ? 或稱“子市場” —— 具有一個或多個特征而導(dǎo)致有相同產(chǎn)品需求的人或組織的子群體 ? 一個極端是將世上每個人 /組織定義為一個細(xì)分市場 ? 另一極端是將整個消費(fèi)者市場（整個商業(yè)市場）作為一個大細(xì)分市場 1 所有人都具有某些相同特征和需求、所有商業(yè)組織亦然 8 市場細(xì)分 Market Segmentation ? 把市場分成幾個有意義的、相對小的、可識別的子群體（子市場）的過程 ? 細(xì)分的目的是營銷人員能針對一個或多個特殊的細(xì)分市場的需求制定專門的營銷組合 (to tailor marketing mixes to meet the needs of one or more specific segments) 1 9 圖 81：市場細(xì)分 不做細(xì)分 按性別細(xì)分： M, F 完全細(xì)分 按年齡細(xì)分：老、中、青 按年齡性別細(xì)分：老M、中 M、青 M、青 F 1 10 市場細(xì)分的重要性 ? 市場上存在具有不同產(chǎn)品需求與偏好的個人或組織 ——單一的市場營銷組合無法滿足所有顧客的需求 ? 企業(yè)不可能獲得整個市場，或至少不能以單一市場營銷組合吸引所有消費(fèi)者 牙膏人人都用、但目的各不相同： Crest強(qiáng)調(diào)防止蛀牙； Close Up暗示能增強(qiáng)異性吸引力；Gleem——更白； Topol——去煙斑； Colgate Junior——取悅兒童（加氟保護(hù)投父母所好） 1 11 市場細(xì)分的重要性（續(xù)） ? 市場細(xì)分讓營銷者能更好的界定消費(fèi)者的需求 ? 識別具有相同需求的顧客群體 ? 分析其購買行為 ? 設(shè)計專門營銷組合，迎合一個或多個細(xì)分市場的顧客需求特點(diǎn) 1 “每個人都喜歡的產(chǎn)品沒有市場，而只有一些人非常喜歡的產(chǎn)品才有市場” ——某廣告經(jīng)理語 12 市場細(xì)分的重要性（續(xù)） ? 讓決策者能更加明確目標(biāo)，并更有效分配資源 ? 目標(biāo)越明確，越有利于業(yè)績評價 ? 在滿足顧客需求的同時實(shí)現(xiàn)組織的目標(biāo) 1 “來福槍法” ——注意力集中在有較大購買興趣的顧客身上 .OR. “霰彈槍法” —— 對每位顧客都投入資源精力 13 市場細(xì)分的重要性（續(xù)） ? 總之，市場需求多樣而企業(yè)的資源有限，每個企業(yè)都必須找到它能最好滿足的細(xì)分市場，最高效率使用有限的資源，以獲得競爭優(yōu)勢 ——而不是試圖在整個市場內(nèi)競爭 ——有時甚至只和優(yōu)越的對手競爭 (例 41) 1 14 Learning Objective 消費(fèi)者市場細(xì)分 Describe the bases monly used to segment consumer markets. 2 15 細(xì)分基礎(chǔ) Segmentation Bases 也叫“細(xì)分變量”， 指被用來將整個市場 分成更小細(xì)分市場的 個人、集體或組織的 特征 2 可以一個或幾個變量來細(xì)分市場。 5064。 $20,000。而“鐵城”對這兩類人的調(diào)查發(fā)現(xiàn)，他們認(rèn)為“鐵城”是屬于老派藍(lán)領(lǐng)工人，而與