【正文】 銷戰(zhàn)略［ 2］ ?最大的優(yōu)點(diǎn)是成本的經(jīng)濟(jì)性； ?最大的缺點(diǎn)是顧客的滿意度低； ?適用范圍有限。s lifecycle stage. When a firm introduces a new product, it may be practical launch only one version, and undifferentiated marketing or concentrated marketing may make the most sense. In the mature stage of the product life cycle, however, differentiated marketing begins to make more sense. ?◆ market variability. If most buyers have the same tastes, buy the same amounts, and react the same way to marketing efforts, undifferentiated marketing is appropriate. ?◆ petitors39。s moreformore positioning by introducing a brand offering parable quality but at a lower price. ?■ The same for less ?Offering ―the same for less‖ can be a powerful value proposition——everyone likes a good deal. ?■ Less for much less ?A market almost always exists for products that offer less and therefore cost less. Few people need, want, or can afford ―the very best‖ in everything they buy. In many cases, consumers will gladly settle for less than optimal performance or give up some of the bells and whistles in exchange for a low price. ?“ less for much less” positioning involves meeting consumers39。 :05:5410:05:54January 26, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國見青山。 :05:5410:05Jan2326Jan23 ? 1世間成事，不求其絕對(duì)圓滿，留一份不足，可得無限完美。 , January 26, 2023 ? 閱讀一切好書如同和過去最杰出的人談話。 2023年 1月 26日星期四 10時(shí) 5分 54秒 10:05:5426 January 2023 ? 1一個(gè)人即使已登上頂峰，也仍要自強(qiáng)不息。勝人者有力，自勝者強(qiáng)。 。 2023年 1月 26日星期四 10時(shí) 5分 54秒 10:05:5426 January 2023 ? 1做前，能夠環(huán)視四周；做時(shí)，你只能或者最好沿著以腳為起點(diǎn)的射線向前。 , January 26, 2023 ? 雨中黃葉樹，燈下白頭人。s coverage, expertise, and performance. ?◆ People differentiation: Hiring and training better people than their petitors do. ?◆ Image differentiation: Include pany and brand image differentiation. A pany or brand image should convey the product’s distinctive benefits and positioning. Developing a strong and distinctive image calls for creativity and hard work. A pany cannot develop an image in the public39。 ?經(jīng)營者承擔(dān)風(fēng)險(xiǎn)較大。 差異性營銷戰(zhàn)略［ 2］ ?企業(yè)在市場細(xì)分的基礎(chǔ)上，根據(jù)自身的資源及實(shí)力選擇若干個(gè)細(xì)分市場作為目標(biāo)市場，并為此制定不同的營銷計(jì)劃。 本次調(diào)查顯示 ， “ 喜之郎 ” 在兒童家長中的綜合知名度最高 ， 提及率達(dá)到 90%； “樂百氏 ” 和 “ 旺旺 ” 的提及率也超過五成 ， 分別為 %和 %； “ 徐福記 ” 和 “ 波力 ”的提及率 ? 營銷視野 1 零食消費(fèi)男女有別， 細(xì)分市場有潛力 ［ 4］ 分別為 %和 %， 分列四 、 五位 。 調(diào)查以街頭攔截式訪問方式進(jìn)行 ， 調(diào)查對(duì)象為 0至 12歲兒童的家長和 7至 12歲的兒童 。Chapter 3 (chapter 7) Segmentation, targeting and positioning ?. The core of marketing strategy is STP marketing: segmentation, targeting, and positioning. ?This chapter looks further into key marketing strategy decisions—— how to divide up markets into meaningful customer groups (market segmentation), choose which customer groups to serve (target marketing), and create a value proposition that best serves targeted customers (positioning) basic theories The importance Companies today recognize that they cannot appeal to all buyers in the marketplace or at least not to all buyers in the same way. Buyers are too numerous, too widely scattered, and too varied in their needs and buying practices. Moreover, the panies themselves vary widely in their abilities to serve different segments of the market. Instead, they must design strategies to build the right relationships with the right customers. Rather than trying to pete in an entire market, sometimes against superior petitors, each pany must identify the parts of the market that it can serve best and most profitable. Thus, most panies are being more choosy about the customers with whom they wish to build relationships. Most have moved away form mass marketing and toward market segmentation and targeting——identifying market segment, selecting one or more of them, and developing products and marketing programs tailored to each. Instead of scattering their marketing efforts, firms are focusing on the buyers who have greater interest in the values they create best. The definitions ? Market segmentation ?Market segmentation:“ dividing a market into distinct groups with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.” ? Target marketing ?Target marketing:“ the process of evaluating each market segment39。 調(diào)查結(jié)果為： ?一 、 女孩偏愛果凍和水果 ， 男孩偏愛飲料和膨化食品 。 男女孩消費(fèi)品種和比例不同的調(diào)查，可以幫助相關(guān)企業(yè)在兒童零食商品市場開發(fā)、宣傳等方面準(zhǔn)確定位。 ?最大優(yōu)點(diǎn)是可以有針對(duì)性地滿足不同顧客群體的需求，提高產(chǎn)品的競爭能力；能夠樹立起良好的市場形象，吸引更多的購買者； ?最大缺點(diǎn)是市場營銷費(fèi)用大幅度增加。 ?適合資源薄弱的小企業(yè)。s mind overnight using only a few advertisements. ? Choosing the right petitive advantages ?Suppose a pany is fortunate enough to discover several potential petitive advantages. It now must choose the ones on which it will build its positioning strategy. It must decide how many differences to promote and which ones. ?A difference is worth establishing to the extent that it satisfies the following criteria: ??Important: the difference del