市场营销学第四部分-目标市场定位与市场细分.ppt

第二讲 分析市场机会：选择价值 主要内容 市场导向的三阶段 STP战略的步骤Steps in Segmentation, Targeting, and Positioning Segmentation The process of identifying specific segments– whether they be country groups or individual groups—of potential customers with homogeneous attributes who are likely to exhibit similar buying behavior. 市场细分层次Levels of marketing segmentation 消费者市场细分的基础 有效 Effective Segmentation Targeting A set of buyers sharing common needs or characteristics that the company decides to serve. 评价细分市场Evaluating Market Segments 目标市场选择的5种模式：1. 密集单一市场 2. 产品专门化 3. 市场专门化 4. 有选择的市场专门化 5. 完全市场选择 市场覆盖战略 Market Coverage Strategies 选择市场覆盖战略 Choosing a Market-Coverage Strategy The Plan to entry segments one-by-one Positioning The way the product is defined by consumers on important attributes – the place the product occupies in consumers’ minds relative to competing products. Positioning for Competitive Advantage 决定差异化的标准 Promoting Differences Possible value propositions * * 一　市场营销环境 二　收集市场信息和市场需求测量 三　顾客需求分析与培养顾客忠诚度 四　市场竞争分析 五　STP战略 大众营销 Mass Marketing 产品差异化 Product-Variety Marketing 目标市场营销 Target Marketing 1. Identify Bases for Segmentation 2. Develop Profiles of Segments 3. Develop Measures of Attractiveness 4. Select Target Segment(s) 5. Develop Positioning for Each Segment 6. Develop Marketing Mix for Each Segment 市场定位 Market Positioning 目标市场选择 Market targeting 市场细分Market Segmentation 大众化营销Mass marketing 细分营销Segment marketing 补缺营销 Niche marketing 一对一营销 one-to-one marketing 完全细分 Complete segmentation 不做细分 No segmentation 人口统计 Demographic 地理 Geographic 行为 Behavior 心理 Psychographics Requirements for Effective Segmentation 可测量性 Measurable 足量性 Substantial 行为可能性 Actionable 可到达性 Accessible 规模与增长 Size and Growth 结构吸引力 Structural Attractiveness 公司目标与资源 Company Objectives and Resources M1 P1 P2 P3 M2 M3 M1 P1 P2 P3 M2 M3 M1 P1 P2 P3 M2 M3 M1 P1 P2 P3 M2 M3 M1 P1 P2 P3 M2 M3 细分市场Segment 1 细分市场Segment 2 细分市场Segment 3 市场营销组合 Company Marketing Mix 细分市场Segment 1 细分市场Segment 2 细分市场Segment 3 市场