市场细分与目标市场(1).ppt

第七章市场细分与目标市场选择Segmentation,Targeting,andPositioning:BuildingtheRightRelationshipswiththeRightCustomersCaseStudyProcter&GambleSellsmultiplebrandswithinthesameproductcategoryforavarietyofproductsBrandsfeatureadifferentmixofbenefitsandappealtodifferentsegmentsHasalsoidentifieddifferentnicheswithincertainsegmentsProductmodificationsareuseful:Tideofferssevendifferentproductformulationstoservedifferentniches’needs一、市场细分的定义和作用1、定义(DefinitionofMarketingSegmentation)所谓市场细分就是指按照消费者欲望与需求把一个总体市场(总体市场通常太大以致企业很难为之服务)划分成若干个具有共同特征的子市场的过程。MarketSegmentation:Dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.§1市场细分的内容与方法STP市场营销—营销案例\(Segmentation)目标市场(Targeting)市场定位(Positioning)1. 识别细分变量和细分市场2. 、作用1〉有利于选择目标市场和制定市场营销策略2〉有利于发掘市场机会,开拓新市场。3〉有利于集中人力、物力投入目标市场。4〉有利于企业提高经济效益。女男老年青年二、市场细分的依据1、消费者市场细分依据与细分变量购买时机、追求利益、使用状况、使用数量、品牌忠诚、购买准备阶段、态度…..行为变量细分地理细分地理位置、城市规模、人口密度、风俗习惯….人口统计学年龄、性别、家庭生命周期、种族、职业、收入……社会阶层、生活方式、个性、价值观念…..心理变量MarketSegmentationTopicsSegmentingConsumerMarketsSegmentingBusinessMarketsSegmentingInternationalMarketsRequirementsforEffectiveSegmentationGeographicalsegmentationMarketingmixesarecustomizedgeographicallyDemographicsegmentationMostpopularsegmentationDemographicsarecloselyrelatedtoneeds,wantsandusageratesPsychographicsegmentationLifestyle,socialclass,andpersonality-basedsegmentationBehavioralsegmentationTypicallydonefirstGeographicSegmentationVariablesWorldRegionupationEducationReligionRaceGenerationNationalityLifestyleSegmentationHowtimeisspentBeliefsSocioeconomiccharacteristics