市場(chǎng)營(yíng)銷策略市場(chǎng)細(xì)分與目標(biāo)市場(chǎng)研討-在線瀏覽
2025-04-05 19:02本頁(yè)面
【正文】 nce to pete and ? Segmenting these broad productmarkets in order to select target markets and develop suitable marketing mixes ? Bicycleriders ProductMarket: submarkets or market segments of Exercisers, Socializers, Environmentalists, Thrill seekers, Transportation riders 24 ? Marketingoriented managers think of segmenting as an aggregating process – of clustering people with similar needs into a “ market segment” ? A market segment is a (relatively) homogeneous group of customers who have somewhat similar needs. ? The marketer wants to aggregate individual customers into some workable number of relatively homogeneous groups and then treat each group differently. 25 市場(chǎng)細(xì)分的理論依據(jù) ? 消費(fèi)需求存在絕對(duì)差異性 —— 形成市場(chǎng)細(xì)分的必要性； ? 消費(fèi)需求存在相對(duì)同質(zhì)性 —— 形成市場(chǎng)細(xì)分的可能性。 29 ? 產(chǎn)品（需求） / 市場(chǎng) 矩陣 市場(chǎng) 青年 中年 老年 產(chǎn)品 （需求） 高檔 中檔 低檔 30 ? Size, purchasing power, profiles of segments can be measured. ? Segments can be effectively reached and served. ? Segments are large or profitable enough to serve. ? Segments must respond differently to different marketing mix elements programs. ? Segments must be stable over time. ? Effective programs can be designed to attract and serve the segments. Criteria for Effective Segmentation Measurable Accessible Substantial Differential Durable Actionable 31 Marketproduct grid showing how different Reebok shoes reach segments of customers 32 How to Segment Markets? Consumer Marketing User Related Geographic Demographic Socioeconomic Psychographic Buying Situations Outlet Type Benefits Ought Usage Awareness Behavior 33 Combining Variables…. Stage 1 Initial Segmentation Stage 2 Supplemental Segmentation descriptors Managerial decisions Usage: Heavy vs. Light Demographics: Ine, education Media Selection (. magazines, TV programs) Lifestyles Advertising Content (., conservative, Youthful appeals messages) 34 企業(yè)為什么要選擇目標(biāo)市場(chǎng)？ 企業(yè)資源的有限性（限制條件）； ?企企業(yè)經(jīng)營(yíng)的擇優(yōu)性（追求目標(biāo)）； ?市市場(chǎng)需求的差異性（可行條件）。 36 目標(biāo)市場(chǎng)選擇的依據(jù)（評(píng)價(jià)細(xì)分市場(chǎng)） ? 細(xì)分市場(chǎng)的潛量； ? 細(xì)分市場(chǎng)的競(jìng)爭(zhēng)狀況； ? 企業(yè)資源與市場(chǎng)特征的吻合度； ? 細(xì)分市場(chǎng)的投資回報(bào)水平。 低價(jià)格 高價(jià)格 低質(zhì)量 高質(zhì)量 A B C D E F 47 填補(bǔ) 策略 并存 策略 取代 策略 目標(biāo)市場(chǎng)定位策略 企業(yè)將產(chǎn)品定位在目標(biāo)市場(chǎng)的空缺 部分； 企業(yè)將產(chǎn)品定位在競(jìng)爭(zhēng)者市場(chǎng)附近， 服務(wù)于相近的顧客群體； 同競(jìng)爭(zhēng)對(duì)手爭(zhēng)奪同一目標(biāo)市場(chǎng)，并 力圖趕走競(jìng)爭(zhēng)對(duì)手。 50 The Process: 3 Major Concepts ? Segmentation Subdividing a market into subsets of custo
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