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營(yíng)銷細(xì)分與營(yíng)銷競(jìng)爭(zhēng)優(yōu)勢(shì)英文版AtaglanceListanddiscussthemajorlevelsofmarketsegmentationandbasesforsegmentingconsumerandbusinessmarketsExplainhowcompaniesidentifyattractivemarketsegmentsandchooseamarket-coveragestrategyDiscusshowcompaniescanpositiontheirproductsformaximumcompetitiveadvantageinthemarketplaceStagesinMarketOrientationMassMarketingProduct-VarietyMarketingTargetMarketing1.IdentifyBasesforSegmentation2.DevelopProfilesofSegments3.DevelopMeasuresofAttractiveness4.SelectTargetSegment(s)5.DevelopPositioningforEachSegment6.DevelopMarketingMixforEachSegmentMarketPositioningMarkettargetingMarketSegmentationStepsinSegmentation,

Targeting,andPositioningSegmentationTheprocessofidentifyingspecificsegments–whethertheybecountrygroupsorindividualgroups—ofpotentialcustomerswithhomogeneousattributeswhoarelikelytoexhibitsimilarbuyingbehavior.LevelsofmarketingsegmentationMassmarketingSegmentmarketingNichemarketingMicro-marketingCompletesegmentationNosegmentationBasesforSegmenting

ConsumerMarketsCHARACTERISTICSDemographicGeographicBehaviorPsychographicsSegmentingBusinessMarketsBasesforSegmentingBusinessMarketsDemographicsPersonalCharacteristicsSituationalFactorsOperatingVariablesPurchasingApproachesSignode’sSegmentationVariablesProgrammedBuyersRelationshipBuyersTransactionBuyersBargainHuntersMoreProfitableLessProfitable12345678Single-factorsegmentation5643gender21AgefemalemalechildrenDouble-factorsegmentationyouthagedgenderIncomecareerThree-factorssegmentationManufacturerAautomobilescanningconstructionMovablehousepartsRawmaterialsmallmiddlelargehighlowmiddleusersapplicationUsersizepriceMulti-segmentationEffectiveSegmentationRequirementsforEffectiveSegmentationMeasurableSubstantialActionableAccessibleTargetingAsetofbuyerssharingcommonneedsorcharacteristicsthatthecompanydecidestoserve.EvaluatingMarketSegmentsSizeandGrowthStructuralAttractivenessCompanyObjectivesandResourcesChoosingaMarket-CoverageStrategyFactorsAffectingStrategyDecisionsCompanyResourcesCompetitors’StrategiesMarketVariabilityProductVariabilityStageinLifeCyclePositioningThewaytheproductisdefinedbyconsumersonimportantattributes–theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.PositioningforCompetitiveAdvantageProductServicePersonnelImageAreasforCompetitiveDifferentiationPromotingDifferencesCriteriaforDeterminingWhichDifferencestoPromoteAffordableSuperiorProfitablePreemptiveDistinctiveImportantCommun-icableHighpriceLowpriceNotrich(Lowinbutterfatcontent)Veryrich(Highinbutterfatcontent)I2regularI1SuperpremiumI4economyI3LowcalorieHighProductivityMarketinginnovationOncemarketshareisgained,differentiatedproductsaredevelopedlowhighSwissluxurywatchesSEIKOSWATCHFashion-basedlow-costproductionLow-costvolumeproductionLowDevelopingacompetitivepositioninthewatchindustrySource:Theessenceofmarketing,Simonmajaro,PrenticeHallEurope,1993CheapMappingofcigarettesintheGermanmarket(illustrationonly-positionsshownarenotnecessarilycorrecttoday)Source:Theessenceofmarketing,Simonmajaro,PrenticeHallEurope,1993,P197LuxuryYoungOldLordB&HMarlboroughPrinceHBPeterStuyvesantCamelWestPossiblevaluepropositionsMoreThesameLessMoreThesameLessPriceBenefitsM

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