【文章內(nèi)容簡(jiǎn)介】 and needs, Achievers are active in the consumer marketplace. Image is important to Achievers。 they favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of timesaving devices注重形象，相對(duì)富裕，對(duì)高檔貨感興趣，看平均水平電視 2 50 VALSTM2的八類(lèi)人群（續(xù)） ? 奮斗者 strivers—— trendy and fun loving. motivated by achievement, concerned about the opinions and approval of others. Money defines success for Strivers, who don39。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(gè)人護(hù)理， 喜歡看電視勝過(guò)閱讀 2 51 VALSTM2的八類(lèi)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(dòng)導(dǎo)向，追隨時(shí)尚，可支配收入多用于社交，憑沖動(dòng)購(gòu)買(mǎi)，聽(tīng)搖滾樂(lè) 2 52 VALSTM2的八類(lèi)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(jià)值而采購(gòu)，對(duì)奢侈品不感冒， 閱讀汽車(chē)、居家 (home mechanics) 、釣魚(yú)雜志 2 53 VALSTM2的八類(lèi)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(chéng)、相信廣告、?？措娨? 2 54 例 89：鐵城啤酒利用 VASL ? 鐵城啤酒是美國(guó)匹茨堡的一個(gè)著名品牌，面臨銷(xiāo)量下降 —— 核心顧客因年歲增長(zhǎng)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。而“鐵城”對(duì)這兩類(lèi)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，而與他們這些自認(rèn)為新派、努力工作、追求樂(lè)趣的人形象不符 ? “鐵城”于是重新制作廣告，力圖將其充滿(mǎn)活力動(dòng)感的新形象與目標(biāo)顧客 —— experiencers和 strivers努力工作又盡情享樂(lè)的場(chǎng)景聯(lián)系起來(lái)。 這個(gè)行動(dòng)僅開(kāi)展了一個(gè)月，“鐵城”啤酒的銷(xiāo)量迅速上升了 26% 2 55 行為細(xì)分 Behavioral Segmentation 根據(jù)購(gòu)買(mǎi)者對(duì)產(chǎn)品的 了解程度、態(tài)度、使用以及反應(yīng) 來(lái)劃分消費(fèi)者群體 2 56 行為細(xì)分的基礎(chǔ) Bases for Demographic Segmentation 2 ? 利益尋求 ? 使用頻率 ? 品牌忠誠(chéng) 57 利益細(xì)分 Benefit Segmentation 根據(jù)顧客希望從產(chǎn)品中尋求的 利益來(lái)細(xì)分市場(chǎng) The process of grouping customers into market segments according to the benefits they seek from the product . 2 58 利益細(xì)分的特點(diǎn) ? 從顧客需求而不是以其它特征來(lái)細(xì)分 ? 讓企業(yè)清楚主要競(jìng)爭(zhēng)品牌 ? 尋找新的利益和創(chuàng)造提供這些利益的品牌 ? 牙膏分經(jīng)濟(jì)型（低價(jià)）、藥物型（防蛀）、化妝型（增白）、口感型（好口味 ? 化妝品分美白、潤(rùn)膚、除螨、防曬、去皺、消斑 ? 電腦分夢(mèng)幻、高效、經(jīng)濟(jì) 2 59 表 83：快餐消費(fèi)者細(xì)分 尋求利益 消費(fèi)水平 nutritional snackers 營(yíng)養(yǎng)、天然 輕度 Weight watcher 低卡路里、快速能量 輕度 Guilty snackers 低卡路里、味美 重度 Party snackers 便于待客、飲料充足 平均 Indiscriminate snackers 味美、吃飽 重度 Economical snackers 低價(jià)、超值 平均 2 60 使用頻率細(xì)分 UsageRate Segmentation 根據(jù)購(gòu)買(mǎi)或消費(fèi)數(shù)量劃分市場(chǎng) —— Dividing a market by the amount of product bought or consumed. 2 61 使用頻率細(xì)分的特點(diǎn) ? 通常將顧客分為 ? Former users, potential users, firsttime users, light/irregular users, moderate/average users, heavy users ? 使?fàn)I銷(xiāo)人員能專(zhuān)注于 heavy user—— 80/20規(guī)則 ? 便于為不同的細(xì)分市場(chǎng)開(kāi)發(fā)出多種營(yíng)銷(xiāo)組合 根據(jù)目標(biāo)需要，營(yíng)銷(xiāo)人員可以對(duì) heavy, moderate, light users, 甚至 nonusers進(jìn)行針對(duì)性營(yíng)銷(xiāo) —— 讓 heavy user“老鳥(niǎo)”消費(fèi)更多（推出新品牌），把 moderate變成 heavy，培養(yǎng) light、nonusers“菜鳥(niǎo)”（因?yàn)槠渌静恢匾暎? 2 62 The 80/20 Principle A principle holding that 20 percent of all customers generate 80 percent of the demand. 2 比例數(shù)字不一定精確，但其思想大體正確：少量顧客為公司作出了大量貢獻(xiàn) 63 例 810： 80/20原則 ? 美國(guó)快餐業(yè)中， 20%（ 1/5）最常光顧的顧客占了所有顧客光顧次數(shù)的 60%—— 應(yīng)用 80/20原則，定義這20%的顧客為 heavy user (通常為單身男子 )—— 他們 1999年在美國(guó)快餐店 $1100億營(yíng)業(yè)額中占了約 660億（也是 60%） ? 一半的啤酒經(jīng)常使用者消費(fèi)了 87%—— 寧愿多 1個(gè)經(jīng)常使用者而不是幾個(gè)偶爾使用者，啤酒商廣告詞：“在痛飲的時(shí)候再來(lái)一杯”、“好喝、不飽”就是瞄準(zhǔn)這些經(jīng)常飲用者 2 64 品牌忠誠(chéng)度細(xì)分 BrandLoyalty Segmentation 根據(jù)消費(fèi)者對(duì)某種品牌、商店、產(chǎn)品的忠誠(chéng)程度進(jìn)行細(xì)分 2 65 品牌忠誠(chéng)細(xì)分 ? 絕對(duì)忠誠(chéng) ? 只認(rèn)唯一品牌 ? 一定程度上忠誠(chéng) ? 對(duì)一種產(chǎn)品的二、三種品牌忠誠(chéng) ? 喜愛(ài)某一品牌，有時(shí)也會(huì)購(gòu)買(mǎi)其它牌子 ? 對(duì)任何牌子都不忠誠(chéng) 2 66 品牌忠誠(chéng)細(xì)分的優(yōu)點(diǎn) ? 分析忠誠(chéng)者可幫助企業(yè)獲得很多信息 ? Colgate發(fā)現(xiàn)其忠誠(chéng)顧客多是中產(chǎn)階級(jí)、家庭成員多、更注重健康，這些將有助于 Colgate劃定其目標(biāo)市場(chǎng) ? 研究偶爾不忠者可幫助企業(yè)查明主要競(jìng)爭(zhēng)品牌 ? Colgate發(fā)現(xiàn)許多其品牌購(gòu)買(mǎi)者還買(mǎi) Crest，就可以采用和 Crest直接比較的廣告來(lái)改善自己的定位 ? 觀(guān)察背棄者可以使企業(yè)了解自己營(yíng)銷(xiāo)的弱點(diǎn) 2 67 例 811：提高忠誠(chéng)度 /使用率的方法 ? 航空公司 ? frequent flyer programs ? 超市 /賓館 /餐廳 /商店 ? VIP卡等對(duì) heavy user的特殊優(yōu)惠 2 68 Learning Objective 商業(yè)市場(chǎng)細(xì)分 Describe the bases for segmenting business markets. 3 69 商業(yè)市場(chǎng)細(xì)分基礎(chǔ) Business Marketing Segmentation Geographic Customer Type Customer Size Product Use Business Markets Purchasing Criteria Purchasing Strategy Importance Personal Characteristics Micro segmentation Macro segmentation 3