營(yíng)銷(xiāo)管理--定位策略ppt28中英文-營(yíng)銷(xiāo)策劃(編輯修改稿)
2024-09-18 08:18 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 為導(dǎo)項(xiàng)的市場(chǎng)細(xì)分 Bases for Segmenting Business Markets 以生意為導(dǎo)項(xiàng) 市場(chǎng)細(xì)分的基礎(chǔ) Demographics 人口 Personal Characteristics 個(gè)性 Situational Factors 狀況因素 Operating Variables 操作時(shí)的變量 Purchasing Approaches 購(gòu)買(mǎi)途經(jīng) Q 1 . Can you write down your Target segment of your Client 請(qǐng)你寫(xiě)下有關(guān)你所服務(wù)客戶(hù)的目標(biāo)細(xì)分市場(chǎng) Q 2 . Can you write down your Target Segment of your pany 請(qǐng)你寫(xiě)下你公司的目標(biāo)細(xì)分市場(chǎng) MARKET TARGETING 目標(biāo)市場(chǎng) ? After the market has been segmented, the marketer must: ?當(dāng)市場(chǎng)被細(xì)分后， 市場(chǎng)人員必須 – evaluate the segments 對(duì)細(xì)分市場(chǎng)進(jìn)行評(píng)估 – select those to be targeted 選擇可以針對(duì)的目標(biāo) EVALUATING MARKET SEGMENTS 如何評(píng)估市場(chǎng)細(xì)分 ? In evaluating the market segments, a pany must look at three factors: ? 市場(chǎng)細(xì)分的評(píng)估， 每家公司必須看到以下三點(diǎn) 1. Segment size and growth rate 細(xì)分的容量大小和增長(zhǎng)比率 2. Segment structural attractiveness 細(xì)分架構(gòu)的魅力 3. Segment patibility with pany objectives and resources 市場(chǎng)細(xì)分的能力在于公司的目的和他的資源 Effective Segmentation 有效的市場(chǎng)細(xì)分 Requirements For Effective Segmentation 有效市場(chǎng)細(xì)分的必備要求 Measurable 可測(cè)量的 Substantial 充實(shí)的 Actionable 可行動(dòng)的 Accessible 可達(dá)到的 SELECTING TARGET SEGMENTS 目標(biāo)市場(chǎng)細(xì)分后的選擇 ? In selecting their target segments, panies can take any of three marketcoverage strategies: ? 選擇目標(biāo)市場(chǎng)細(xì)分，公司可選擇三個(gè)覆蓋市場(chǎng)的策略： . undifferentiated marketing 一致的市場(chǎng) . differentiated marketing 有區(qū)別的市場(chǎng) . concentrated marketing 密集性的市場(chǎng)策略 Market Coverage Strategies 覆蓋市場(chǎng)的策略 Segment 1 Segment 2 Segment 3 Company Marketing Mix 公司整合的 市場(chǎng)溝通計(jì)劃
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