1、會(huì)計(jì)學(xué)1ChMarketSegmentationTargetingandPositioning實(shí)用實(shí)用(shyng)第一頁，共30頁。第1頁/共30頁第二頁，共30頁。第2頁/共30頁第三頁，共30頁。第3頁/共30頁第四頁，共30頁。第4頁/共30頁第五頁，共30頁。第5頁/共30頁第六頁，共30頁。第6頁/共30頁第七頁，共30頁。Market Segmentation1. Identify bases for segmenting the market2. Develop segment profilesMarket Targeting3. Develop measure of segm

2、ent attractiveness4. Select target segmentsMarket positioning5. Develop positioning for target segments6. Develop a marketing mix for each segmentw Major steps in target marketing第7頁/共30頁第八頁，共30頁。uThrough market segmentation, companies divide large, heterogeneous(不同種類(zhngli)的,異質(zhì)的) markets（異質(zhì)市場(chǎng)） int

3、o smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. uwe discuss five important segmentation topics: uLevels of market segmentationuBases of segmenting consumer marketsuBases of segmenting business marketsuRequirements for

4、effective segmentation.第8頁/共30頁第九頁，共30頁。Market segmentation can be carried out at several different levels. Mass marketingSegment MarketingNiche MarketingMicro-marketingNo segmentationcomplete segmentation第9頁/共30頁第十頁，共30頁。Mass MarketingSame product to all consumers (no segmentation, i.e Coca-Cola)qC

5、ompanies have not always practiced target marketing. In fact, for most of the 1900s, major consumer products companies held fast to mass marketingmass producing, mass distributing, and mass promoting about the same product in about the same way to all consumers.q Examples:vHenry Ford epitomized this

6、 marketing strategy when he offered the Model T Ford to all buyers; they could have the car in any color as long as it is black.“v Similarly, Coca-Cola at one time produced only one drink for the whole market, hoping it would appeal to everyone.第10頁/共30頁第十一頁，共30頁。Segment MarketingDifferent products

7、to one or more segments(some segmentation)第11頁/共30頁第十二頁，共30頁。第12頁/共30頁第十三頁，共30頁。Niche MarketingDifferent products to subgroups within segmentsMarket segments are normally large, identifiable groups within a marketfor example, luxury car buyers, performance car buyers, utility car buyers, and economy

8、 car buyers. qNiche marketing focuses on subgroups within these segments. qA niche is a more narrowly defined group, usually identified by dividing a segment into subsegments or by defining a group with a distinctive set of traits who may seek a special combination of benefits.第13頁/共30頁第十四頁，共30頁。Mic

9、romarketingProducts to suit the tastes of individuals and locations (complete segmentation)Local MarketingTailoring brands/ promotions to local customer groupsIndividual MarketingTailoring products and programs to the needs of individual customers, i.e. DellIndividual marketing has also been labeled

10、 one-to-one marketing, customized marketing, or markets-of-one marketing.第14頁/共30頁第十五頁，共30頁。Drawbacks of local marketing. It can drive up manufacturing and marketing costs by reducing economies of scale. It can also create logistics problems as companies try to meet the varied requirements of differ

11、ent regional and local markets. Further, a brands overall image might be diluted(沖淡(chngdn)的) if the product and message vary too much in different localities. Solutions:based on new supporting technologies. 第15頁/共30頁第十六頁，共30頁。第16頁/共30頁第十七頁，共30頁。第17頁/共30頁第十八頁，共30頁。 Size, purchasing power, profiles o

12、f segments can be measured. Segments can be effectively reached and served. Segments are large or profitable enough to serve. MeasurableAccessibleSubstantialDifferentialActionable Segments must respond differently to different marketing mix elements & programs. Effective programs can be designed

13、 to attract and serve the segments.第18頁/共30頁第十九頁，共30頁。to succeed in that segment(s).nLook for Competitive Advantages.(1)Evaluating Market Segments第19頁/共30頁第二十頁，共30頁。第20頁/共30頁第二十一頁，共30頁。M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3M1 M2 M3 P1P2P3P1P2P3M1 M2 M3 第21頁/共30頁第二十二頁，共30頁。第22頁/共30頁第二十三頁，共30頁。

14、Company and ProductTarget CustomersBenefitsPriceValue PropositionPerdue (chicken)Quality-conscious consumers of chickenTenderness10% premiumMore tender golden chicken at a moderate premium priceVolvo(station wagon)Safety-conscious “upscale” familiesDurability and safety20% premiumThe safest, most du

15、rable wagon in which your family can rideDominos (pizza)Convenience-minded pizza loversDelivery speed and good quality15% premiumA good hot pizza, delivered to your door door within 30 minutes of ordering, at a moderate price第23頁/共30頁第二十四頁，共30頁。第24頁/共30頁第二十五頁，共30頁。第25頁/共30頁第二十六頁，共30頁。ServicesDifferentiationi.e. Delivery, Installation, Repair Services, Customer Training ServicesProduct Differentiationi.e. Features, Performance, St