CH9国际市场营销STP.ppt
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1、Chapter 9,Strategies for Marketing Segmentation,Chapter Learning Objectives,1. Define the three steps of target marketing: market segmentation, market targeting, and market positioning,2. List and discuss the major bases for segmenting consumer and business markets.,3. Explain how companies identify
2、 attractive market segments and choose a target marketing strategy.,4. Discuss how companies position their products for maximum competitive advantage in the marketplace.,Opening Case,Marketing Segmentation and Positioning of Clear Shampoo(清扬洗发水),Development of Market segmentation strategy,大量营销 Mass
3、 Marketing,产品差异化营销 Product Different Marketing,目标市场营销 Target Marketing,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,1. Identify Bases for Segmentation,2. Develop Profiles of Segments,3. Evaluate Market Segments,4. Select Ta
4、rget Segment(s),5. Develop Positioning for Each Segment,6. Develop Marketing Mix for Each Segment,Market Positioning,Market Targeting,Market Segmentation,Steps in Segmentation, Targeting, and Positioning,STP,. International Market Segmentation,Benefits of market segmentation: 意义 Design or provide re
5、sponsive products to meet the needs of the market place. Determine effective and cost efficient promotional strategies. Evaluate market competition, in particular a companys market position. Provide insight on present marketing strategies.,Definition: Dividing an international market into a number o
6、f sub-markets with different characteristics by enterprises according to certain standards, and the customers in those sub-markets will have the same or similar characteristics of demand. 相应定义见课本P169,例如: 收入水平是影响消费者行为的主要因素。 企业按照收入水平的高低划分不同的消费群,每一个 消费群构成一个子市场,内部的消费者行为具有相似 性,不同的子市场之间消费者行为存在明显的差异。,市场细分的
7、基础是消费者的差异性和相似性,macro segmentation- Divide the whole world market into several regions such as Asia, Europe , North American. micro segmentation - Also called in-country segmentation.,Macro Segmentation V.S Micro Segmentation,Macro Segmentation P170,Geographic Segmentation (integration)按地理因素 - Region
8、: 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,
9、 religion, values, etc.,The methods of Macro Segmentation include:,Micro Segmentation,Consumer Market Segmentation 消费者市场的细分,Geographic地理因素 Nations, states, Regions or cities,Demographic人口因素 Age, gender, family size and life cycle, or income,Psychographic 心理因素 Social class, lifestyle, or personality,
10、Behavioral行为因素 Occasions, benefits sought, user status, usage rate, loyalty,汽车的地理自然环境细分,永不停止,畅游动物园,情侣对表,雷电怒嚎,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”,锁定时尚男女。奇瑞QQ的目标客户是收入并不高但有知识有品位的年轻人,同 时也兼顾有一定事业基础,心态年轻、追求时尚的中年人。一般大学毕业两三年 的白领都是奇瑞QQ潜在的客户。人均月收入2000元即可轻松拥有这款轿车。,纳爱斯 牙膏分男女,行为变量细分: 牙膏市场的利益细分,Micro Segmentatio
11、n,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),. International Market Targeting 国际目标市场战略 Criteria for Targeting,评估目标市场 的标准,Measurable 可衡量性,Substantial 需求足量性/可获利性,Accessible可进入性,Differentiable 易反应
12、性(差异性),Actionable 兼容性/可行性,符合企业的经营目标和资源条件,1. Single-segment strategy 选择单一子市场,Selecting target market 选择目标市场的五种模式,2. Selective specialization (有选择的专门化),Selecting target market 选择目标市场的五种模式,3.Product specialization(产品专门化),Selecting target market 选择目标市场的五种模式,4.Market specialization(市场专门化),Selecting targe
13、t market 选择目标市场的五种模式,5.Full market coverage(完全市场覆盖),Selecting target market 选择目标市场的五种模式,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 decide to ignore market segment differences and go after the whole market with one offer. D
14、ifferentiated Marketing 差异性目标市场战略 A market-coverage strategy in which a firm decide to target several market segments and designs separate offers for each. Concentrated Marketing 集中性目标市场战略 A market-coverage strategy in which a firm goes after a large share of one or a few submarket,1、无差异性目标市场战略 Undi
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