【文章內(nèi)容簡介】 ntation ? Measurable—— 可衡量性 ?Measurable: the size, the purchasing power, and profiles of the segments can be measured. Certain segmentation variables are difficult to measure. ? Accessible—— 可進入性 ?Accessible: the market segments can be effectively reached and served. Suppose a fragrance pany finds that heavy users of its brand are single men and women who stay out late and socialize a lot. Unless this group lives or shops at certain places and is exposed to certain media, its members will be difficult to reach. ? Substantial—— 可盈利性 ?Substantial: the market segments are large or profitable enough to serve. A segment should be the largest possible homogeneous group worth pursuing with a tailored marketing program. It would not pay, for example, for an automobile manufacturer to develop cars especially for people whose height is greater than seven feet. ? Differentiable —— 可區(qū)分性 ?Differentiable: the segments are conceptually distinguishable and respond differently to different marketing mix elements and programs. If married and unmarried women respond similarly to a sale on perfume, they do not constitute separate segments. ? Actionable—— 可行動性 ?Actionable: effective programs can be designed for attracting and serving the segments. For example, although one small airline identified seven market segments, its staff was too small to develop separate marketing programs for each segment. ?補充：細分市場的程序 —— 六步 ?選擇一種產(chǎn)品或市場范圍以供研究； ?選擇細分依據(jù)； ?在選定的細分依據(jù)中，挑選出具體的細分變量作為分析單位； ?調(diào)查設(shè)計，組織調(diào)查； ?分析估量通過調(diào)查而確定的各個細分市場的規(guī)模和性質(zhì)； ?確定目標市場，設(shè)計營銷策略。 Target marketing ? Evaluating market segments 能夠成為企業(yè)目標市場的細分市場必須具有以下三個條件 ： ? Segment size and growth—— 細分市場規(guī)模和增長率 ? structural attractiveness—— 細分市場的結(jié)構(gòu)吸引力 ? objectives and resources—— 企業(yè)的目標和資源 Selecting target segments ?After evaluating different segments, the pany must now decide which and how many segments it will target. ? Target marketing strategies ? Undifferentiated marketing ——無差異營銷 ——broadly ? Differentiated marketing—— 差異營銷 ? Concentrated marketing—— 集中性營銷 ——narrowly Undifferentiated marketing —— 無差異營銷 ◆ the definition Undifferentiated marketing: ―a marketcoverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one after.‖ ◆ advantages: Saving costs. ◆ disadvantages As noted earlier in the chapter, most modern marketers have strong doubts about this strategy. Difficulties arise in developing a product or brand that will satisfy all consumers. Moreover, mass marketers often have trouble peting with more focused firm that do a better job of satisfying the needs of specific segments and niches. 無差異性營銷戰(zhàn)略［ 1］ ?企業(yè)把整體市場看作一個大的目標市場，不進行細分，用一種產(chǎn)品、統(tǒng)一的市場營銷組合對待整體市場。 營銷組合 ???? ?? ???? ? ? ? ? ? ? ? ? ? ? ? ? 無差異性營銷戰(zhàn)略［ 2］ ?最大的優(yōu)點是成本的經(jīng)濟性； ?最大的缺點是顧客的滿意度低； ?適用范圍有限。 Differentiated marketing—— 差異營銷 ?◆ the definition ?Differentiated marketing:“ a marketcoverage strategy in which a firm decides to target several market segments and designs separate offers for each.” ?◆ advantages: ?By offering product and marketing variations to segments, panies hope for higher sales and a stronger position within each market segment. ?◆ disadvantages: ?But differentiated marketing also increases the costs of doing business. Developing separate marketing plans for the separate segments requires extra marketing research, forecasting, sales analysis, promotion planning, and channel management. And trying to reach different market segments with different advertising increases promotion costs. 差異性營銷戰(zhàn)略［ 1］ 細分市場 A 細分市場 B 細分市場 C 細分市場 細分市場 差異性營銷戰(zhàn)略［ 2］ ?企業(yè)在市場細分的基礎(chǔ)上，根據(jù)自身的資源及實力選擇若干個細分市場作為目標市場，并為此制定不同的營銷計劃。 ?最大優(yōu)點是可以有針對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； ?最大缺點是市場營銷費用大幅度增加。 Concentrated marketing—— 集中性營銷 ?This strategy is especially appealing when pany resources are limited. ? ?◆ the definition ?Concentrated marketing:“ a marketcoverage strategy in which a firm goes after a large share of one or a few segments, or niches.” ?◆ advantages: ?It can market more effectively. Niching offers smaller panies an opportunity to pete by focusing their limited resources on serving niches that may be unimportant to or overlooked by larger panies. ?◆ disadvantages: ?Concentrated marketing can be highly profitable, but at the same time, it involves higherthan normal risks. Companies that rely on one or a few segments for all of their business will suffer greatly if the segment turns sour. Or the larger petitors may decide to enter the same segment. For these reasons, many panies prefer to diversity in several market segments. 集中性營銷戰(zhàn)略［ 1］ 細分市場 A 細分市場 B 細分市場 C