Phân đoạn thị trường- Nhắm mục tiêu & Psitioning

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Nội dung Text: Phân đoạn thị trường- Nhắm mục tiêu & Psitioning

Part Three: Market Segmentation Targeting & Psitioning ( Chapter8) 1
STP Strategies (P.239) Market positioning Market positioning Market targeting Market targeting 5. Develop positioning Market segmentation 5. Develop positioning Market segmentation for each target segment. for each target segment. 3.Develop measures of 3.Develop measures of 1. Identify bases for 1. Identify bases for ssegmentattractiveness. 6.Develop marketing egment attractiveness. ssegmentingthe egmenting the 6.Develop marketing mix for each target market . . mix for each target market 4.Select the target 4.Select the target segment. segment. ssegment(s). egment(s). 2. Develop profiles of 2. Develop profiles of resulting segments . . resulting segments 2
Major Segmentation Variables for Consumer Markets (P.240) • Demographic Geographic Psychographic Behavioral Demographic Geographic Psychographic Behavioral Age Gender Region Social class Purchase occasion Age Gender Region Social class Purchase occasion Life cycle Country size Lifestyle Benefits sought Life cycle Country size Lifestyle Benefits sought Family size City size Personality User status Family size City size Personality User status IIncome ncome Density Usage rate Density Usage rate Occupation Climate Loyalty status Occupation Climate Loyalty status Education Education ……. . …… 3
Major Segmentation Variables for Business Markets (P.249) Demographic Demographic • Industry Industry Company size Purchasing approaches Company size Purchasing approaches Location Purchasing function Location Purchasing function oorganization. rganization. Situational factors Operating variables Power structure. Situational factors Operating variables Power structure. Urgency Technology Nature of existing Urgency Technology Nature of existing Specific application User/nonuser status rrelationships. elationships. Specific application User/nonuser status Size of order. Customer capabilities General purchase Size of order. Customer capabilities General purchase ppolicies. olicies. Personal characteristics Personal characteristics Purchasing criteria. Purchasing criteria. Buyer-seller similarity Buyer-seller similarity Attitudes toward risk Attitudes toward risk Loyalty. Loyalty. 4
• The characteristics of market segments: (P.250) • Measurable; ( 可可可可 ) • Accessible; ( 可可可可 ) • Substantial; ( 可可可可 ) • Differentiable; ( 可可可可可 • Actionable. ( 可可可可 ) 5
Target Marketing • Evaluating Market Segments (P.251) Company Objectives Segment Size Segment Structural Company Objectives Segment Size Segment Structural and Resources and Growth Attractiveness and Resources and Growth Attractiveness Target Markets Target Markets 6
Target market (P.251) Target market is a set of buyer sharing common needs or characteristics that the company decides to serve. 7
Market Segmentation Levels of market segmentation (P.252) Mass Segment Niche Micro- Mass Segment Niche Micro- marketing marketing marketing marketing marketing marketing marketing marketing 8
Mass (Undifferentiated) marketing （（（（（（（ A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer . Segment (Differentiated) marketing （（（（（（ A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each. 9
Selecting Market-coverage strategies Company Company marketing Market marketing Market mix mix Undifferentiated Marketing 10
Selecting Market-coverage strategies Company marketing mix1 Company marketing mix1 Segment1 Segment1 Segment2 Segment2 Company marketing mix2 Company marketing mix2 Segment3 Segment3 Company marketing mix3 Company marketing mix3 Differentiated Marketing 11
Concentrated marketing （（（（（（ A market-coverage strategy in which a firm goes after a large share of one or a few market segments. Niche marketing （（（（（（ Focusing on sub-segments or niches with distinctive traits that may seek a special combination of benefits. 12
Selecting Market-coverage strategies Segment1 Segment1 Company Company Segment2 marketing Segment2 marketing mix mix Segment3 Segment3 • Concentrated marketing 13
Micro-marketing ( （（（（（ The practice of tailoring products and marketing programs to suit the the tastes of specific individual and locations.(includes local marketing & individual marketing). Individual-marketing ( （（（（（ Tailoring products and marketing programs to the needs and preferences of individual customers. 14
The Factors of Choosing a Market-Coverage Strategy (P.257) • 1.Company resources; • 2.Product variability; • 3.Product’s stage in the life cycle • 4. Market variability ; • 5. Competitors’ marketing strategy. 15
Market Positioning • Product position (P.259) The way the product is defined by consumers on important attributes ——the place the product occupies in consumers’ minds relative to competing products 可 16
Choosing a positioning strategy (P.270) Identifying Choosing Selecting an Choosing Selecting an possible ttheright he right Overall Overall Competitive competitive Position competitive Position Advantage Advantage Strategy Advantage Strategy 17
Competitive advantages Services Channel Product Services Channel Product Differentiation Differentiation Differentiation Differentiation Differentiation Differentiation Image Personnel Image Personnel Differentiation Differentiation Differentiation Differentiation 18
Choosing the right competitive advantages How many differences to promote ? How many differences to promote ? Which differences to promote? Which differences to promote? Important( 可可可 Distinctive 可可可可 Superior( 可可可 Important( 可可可 Distinctive 可可可可 Superior( 可可可 Communicable( 可可可 Preemptive( 可可可 Communicable( 可可可 Preemptive( 可可可 Affordable( 可可可 Profitable( 可可可 Affordable( 可可可 Profitable( 可可可 19
可可可可可可可可可可可可可可 Selecting a overall positioning strategy(P.263) Value proposition: The full positioning of a brand — the full mix of benefits upon which it is positioned. 可可 20