CH9 国际市场营销STP专用课件.ppt

Chapter 9 Strategies for Marketing Segmentation Opening Case Marketing Segmentation and Positioning of Clear Shampoo（清扬洗发水） Development of Market segmentation strategy The core of modern strategic marketing: STP S：market segmentation市场细分 T：market targeting 选择目标市场 P：market positioning 市场定位 Steps in Segmentation, Targeting, and Positioning Benefits of market segmentation: 意义 Design or provide responsive products to meet the needs of the market place. Determine effective and cost efficient promotional strategies. Evaluate market competition, in particular a company’s market position. Provide insight on present marketing strategies. macro segmentation- Divide the whole world market into several regions such as Asia, Europe , North American. micro segmentation - Also called in-country segmentation. Geographic Segmentation (integration)按地理因素 - Region: West/ East Europe, North/South America, etc. - Country size；City size；Population Density；Climate Economic Segmentation 按经济因素 - GNP/GDP per Capita (Lower-Income Countries ;Lower-Middle-Income Countries; Upper-Middle-Income Countries ; High-Income Countries --WB) Cultural Segmentation 按文化因素 Language, religion, values, etc. Consumer Market Segmentation 消费者市场的细分 汽车的地理自然环境细分 心理变量细分：Swatch手表 奇瑞QQ的时尚个性 “年轻人的第一辆车” 纳爱斯 牙膏分男女 Business Market Segmentation - Location 地理位置 - Character of user 用户性质 - Scale of user 用户规模 - Characteristics of purchase 购买特点 表9-1 生产者市场细分标准（地理和购买特点） Ⅱ. International Market Targeting 国际目标市场战略  Criteria for Targeting 1. Single-segment strategy 选择单一子市场 2. Selective?specialization （有选择的专门化） 3.Product specialization（产品专门化） 4.Market specialization（市场专门化） 5.Full market coverage（完全市场覆盖） Target Market Strategy Options  目标市场营销战略Undifferentiated Marketing 无差异性目标市场战略  A market-coverage strategy in which a firm deci