08 市场营销战略、市场细分与目标市场.pptx

第七讲第七讲 市场营销策市场营销策略、市场细分与目标略、市场细分与目标市场市场 1week 8chapter8Identifying Identifying MarketMarketSegments&Segments&TargetsTargets2案例分析34一、市场营销决策一、市场营销决策 业务业务单位单位任务任务外部外部环境环境分析分析内部内部条件条件分析分析制定营制定营销目标销目标市场细分市场细分选择目标市场选择目标市场定位定位5 业务战略计划业务战略计划业务描业务描述述SWOT分析分析目标设目标设定定战略选择战略选择 计划制定计划制定 计划执行计划执行反馈控制反馈控制6 The Strategic Marketing ProcessA process whereby the firm allocates its marketing mix resources to reach its target markets3 phases:Planning,Implementation,ControlIs formalized in a Marketing Plan-a roadmap for the marketing activities of the firm for a specified future period of time(such as one year)7The strategic marketing process8Difference between Marketing&Business PlansBusiness Plan-A roadmap for the entire organization for a specified future period of time,such as 1 year or 5 years.No one-size-fits-all structure for either a marketing or business plan.The contents of each depends on:lWho the audience islWhat its purpose isKey difference:business plan contains details on the R&D/operations/manufacturing activities of the organization.The marketing plan is probably 60 to 70 percent of the entire business plan.For small companies,especially retail businesses,the marketing&business plans are virtually the same 9Your Marketing PlanThree Year Plan Concentrate on the First YearUse Appendix A as a guide.You should know your business better than your investors.You decide on what to present(contents),how much to present(scope&depth),how to present(format)etc.10Elements of the Plan(Use as a Guide only)lExecutive summary(YES!)lDescription of company(Keep it brief)lStrategic plan/focus(YES!)lSituation Analysis(maybe some portions)lMarket-Product focus(YES!)11lMarketing program strategy and tactics Strategy-the general direction(e.g.,to use a series of ads to stimulate trial for a new product).Tactics-the actions(what is the theme of the ad campaign,are they TV ads or print ads?If TV ads,which TV channels will these ads be aired?If print ads,which magazines?which newspapers?etc.)lFinancial ProjectionsNot necessary(primarily because of constraints in estimating costs)but will make the plan completeBut we do expect some estimation of demand for your product/service12lOrganization Structure(up to you)lImplementation Plan(a simple one will do)May categorize by 4Ps e.g.,for Product,what variations of the product will be introduced into the marketplace and whenfor Promotion,a timeline of events.For example,if you are recommending a combination of promotional tools(e.g.,ads,public relations,sales promotions),you can summarize the schedule for the first year.131 1、外部环境与内部条件分析、外部环境与内部条件分析 市场环境市场环境竞争环境竞争环境企业条件企业条件渠道环境渠道环境宏观环境宏观环境142 2、制定营销目标、制定营销目标 （1）效益目标效益目标(Effectiveness)A 销售指标销售指标总销售额总销售额 不同细分市场的销售额不同细分市场的销售额产品或产品线销售额产品或产品线销售额 不同采购规模的销售额不同采购规模的销售额地区销售额地区销售额 不同中间商的销售额不同中间商的销售额单个销售人员销售额单个销售人员销售额 市场份额市场份额不同顾客类型的销售额不同顾客类型的销售额 销售额变动的百分比销售额变动的百分比15（1）效益目标效益目标（Effectiveness)B 用户满意度指标用户满意度指标4采购的数量采购的数量4对品牌忠诚程度对品牌忠诚程度4重复购买比率重复购买比率4可见的产品质量可见的产品质量4品牌形象品牌形象4抱怨的数量抱怨的数量16 （2）效率目标效率目标（Efficiency)C 成本指标成本指标总成本总成本 不同细分市场的成本不同细分市场的成本产品或产品线的成本产品或产品线的成本 不同采购规模的成本不同采购规模的成本地理区域的成本地理区域的成本 不同中间商的成本不同中间商的成本单个销售人员的成本单个销售人员的成本 成本变动的百分比成本变动的百分比不同顾客类型的成本不同顾客类型的成本17（3）综合目标综合目标D 利润指标利润指标4总利润总利润4产品或产品线的利润产品或产品线的利润4地理区域的利润地理区域的利润4单个销售人员的利润单个销售人员的利润4不同顾客类型的利润不同顾客类型的利润184不同细分市场的利润不同细分市场的利润4不同采购规模的利润不同采购规模的利润4不同中间商的利润不同中间商的利润4利润变动的百分比利润变动的百分比193 3、产品及市场定位、产品及市场定位2 市场细分市场细分2 选择目标市场选择目标市场2 差别化差别化 2 定位定位=目标市场目标市场+本产品的本产品的 特点特点+沟通沟通20营销管理的基本任务营销管理的基本任务分析市场分析市场机会机会SWOT选择目标选择目标市场市场STP设计营销设计营销方案方案策划营销策划营销战略战略4Ps设施营销设施营销努力努力21目标市场营销三部曲（目标市场营销三部曲（STPSTP战略战略）22市场细分的概念市场细分的概念市场细分是根据消费者的消费需求和购市场细分是根据消费者的消费需求和购买习惯的差异，将整体市场划分为由需买习惯的差异，将整体市场划分为由需求大致类同的消费群体所组成的子市场求大致类同的消费群体所组成的子市场群。群。二、市场细分二、市场细分23What is Market Segmentation?Market Segmentation is a two-step process of:lNaming broad product-markets of interest to the firm and where it has the resources and experience to competeandlSegmenting these broad product-markets in order to select target markets and develop suitable marketing mixesBicycle-riders Product-Market:submarkets or market segments of Exercisers,Socializers,Environmentalists,Thrill seekers,Transportation riders 24Marketing-oriented managers think of segmenting as an aggregating process of clustering people with similar needs into a“market segment”A market segment is a(relatively)homogeneous group of customers who have somewhat similar needs.The marketer wants to aggregate individual customers into some workable number of relatively homogeneous groups and then treat each group differently.25市场细分的理论依据市场细分的理论依据消费需求存在绝对差异性消费需求存在绝对差异性 形成市场细分的必要性；形成市场细分的必要性；消费需求存在相对同质性消费需求存在相对同质性 形成市场细分的可能性。形成市场细分的可能性。26市场细分的依据（细分变量）市场细分的依据（细分变量）地理因素地理因素行政区划行政区划经济形态经济形态自然环境自然环境气候条件气候条件人文因素人文因素年龄年龄性别性别收入收入教育教育家庭家庭信仰信仰心理因素心理因素生活方式生活方式个性特征个性特征行为因素行为因素购买时机购买时机购买频率购买频率利益诉求利益诉求使用状况使用状况品牌忠实品牌忠实27市场细分方法市场细分方法 确定细分变量确定细分变量初级细分初级细分二级细分二级细分三级细分三级细分28有效细分的原则有效细分的原则可区分原则可区分原则 市场差异明显；市场差异明显；可进入原则可进入原则 企业资源吻合；企业资源吻合；可盈利原则可盈利原则 经营有利可图。经营有利可图。29 产品（需求）产品（需求）/市场市场 矩阵矩阵 市场市场 青年 中年 老年 产品产品（需求）（需求）高档中档低档30Size,purchasing power,profiles of segments can be measured.Segments can be effectively reached and served.Segments are large or profitable enough to serve.Segments must respond differently to different marketing mix elements&programs.Segments must be stable over time.Effective programs can be designed to attract and serve the segments.Criteria for Effective Segmentation MeasurableAccessibleSubstantialDifferentialDurableActionable31Market-product grid showing how different Reebok shoes reach segments of customers32How to Segment Markets?Consumer MarketingUser RelatedGeographicDemographicSocioeconomicPsychographicBuyingSituationsOutlet TypeBenefits OughtUsageAwarenessBehavior33Combining Variables.Stage 1InitialSegmentationStage 2SupplementalSegmentationdescriptorsManagerial decisionsUsage:Heavy vs.LightDemographics:Income,educationMedia Selection(e.g.magazines,TV programs)LifestylesAdvertisingContent(e.g.,conservative,Youthful appeals&messages)34 企业为什么要选择目标市场？企业为什么要选择目标市场？企业资源的有限性（限制条件）；企业资源的有限性（限制条件）；企企业经营的择优性（追求目标）；企企业经营的择优性（追求目标）；市市场需求的差异性（可行条件）。市市场需求的差异性（可行条件）。三、目标市场三、目标市场35目标市场的概念目标市场的概念企业在细分市场的基础上，根据自身资企业在细分市场的基础上，根据自身资源优势所选择的主要为之服务的那部分源优势所选择的主要为之服务的那部分特定的顾客群体。特定的顾客群体。36目标市场选择的依据（评价细分市目标市场选择的依据（评价细分市场）场）1、细分市场的潜量；、细分市场的潜量；2、细分市场的竞争状况；、细分市场的竞争状况；3、企业资源与市场特征的吻合度；、企业资源与市场特征的吻合度；4、细分市场的投资回报水平。、细分市场的投资回报水平。37Evaluating Target MarketsoMarket SizeAnalyze potential size and expected profitabilityoExpected Growth oSegment Structural AttractivenessConsider effects of:competitors,availability of substitute products and the power of buyers&suppliersoCost of Reaching the SegmentoCompany Objectives and ResourcesConsider company skills&resources needed to succeedLook for Competitive Advantages.38目标市场覆盖策略选择目标市场覆盖策略选择 M1 M2 M3M1 M2 M3M1 M2 M3M1 M2 M3M1 M2 M3P1P2P3市场集中化市场集中化产品专业化产品专业化市场专业化市场专业化选择专业化选择专业化 完全市场覆盖完全市场覆盖39目标市场营销策略目标市场营销策略无差异营销策略无差异营销策略 市场营销组合市场营销组合子市场子市场1子市场子市场2子市场子市场3子市场子市场1子市场子市场2子市场子市场340 差异性营销策略差异性营销策略市场营销组合市场营销组合A市场营销组合市场营销组合B市场营销组合市场营销组合C子市场子市场1子市场子市场2子市场子市场341 集中营销策略集中营销策略市场营销组合市场营销组合B子市场子市场1子市场子市场2子市场子市场342影响目标市场策略选择的因素影响目标市场策略选择的因素影响目标市场策影响目标市场策略选择的因素略选择的因素公司资源公司资源竞争者战略竞争者战略市场特征市场特征产品特征产品特征生命周期阶段生命周期阶段43Targeting StrategiesMultiple Products&Multiple MarketsMarketing Mix 1Marketing Mix 2Marketing Mix 3Segment 1Segment 2Segment 3Company Marketing MixSegment 1Segment 2Segment 3One Product&Multiple Markets44Segment of One:Mass CustomizationMarketing Mix 1Marketing Mix 2Marketing Mix 3Customer 1Customer 2Customer 345The process of segmenting and targeting markets involves five key stepsTo recap:STEPS IN SEGMENTING and TARGETING MARKETS46四、市场定位四、市场定位企业为适应消费者心目中的某一特定要企业为适应消费者心目中的某一特定要求而设计自己产品和营销组合的行为。求而设计自己产品和营销组合的行为。低价格高价格低质量高质量ABCDEF47 填补填补策略策略并存并存策略策略取代取代策略策略目标市场定位策略目标市场定位策略企业将产品定位在目标市场的空缺企业将产品定位在目标市场的空缺部分；部分；企业将产品定位在竞争者市场附近，企业将产品定位在竞争者市场附近，服务于相近的顾客群体；服务于相近的顾客群体；同竞争对手争夺同一目标市场，并同竞争对手争夺同一目标市场，并力图赶走竞争对手。力图赶走竞争对手。48 市场定位三部曲市场定位三部曲 把握目标市场把握目标市场主要需求主要需求确定企业产品确定企业产品基本特色基本特色取得目标顾客取得目标顾客概念认同概念认同49 定位成功的三要素定位成功的三要素 1、特色是重点而不是全部；、特色是重点而不是全部；2、特色具有不可替代性；、特色具有不可替代性；3、特色为消费者接受和认可。、特色为消费者接受和认可。50The Process:3 Major ConceptsSegmentation-Subdividing a market into subsets of customers who behave similarlylHave similar needslHave similar characteristics that relate to purchase behaviors51Targeting-Selecting subset(s)of customers on the basis of which are the best to focus firms resourceslDesign marketing mixes for those segments52Positioning-Designing a marketing program(including marketing mix)that is consistent with how the firm wants its products to be perceived by consumerslDifferentiate from other brandslPerceptual Maps53Positioning the Product OfferingProducts position is the way the product is defined by consumers on important attributesThe place the product occupies in consumers minds relative to competing productsRepositioning-changing the place an offering occupies in a consumers mind relative to competitive offerings542 general approaches to Positioning:lHead-to-Head Positioning competing directly with competitors on similar product attributes in the same target market(suicidal for weak firms)lDifferentiation Positioning seeking a less competitive,smaller market to compete in55Marketers must:lPlan positions to give their products the greatest advantage in selected target markets lDesign marketing mixes to create these planned positions lCommunicate and deliver the chosen positions56High moisturizingLow moisturizingNondeodorantDeodorant12345768SafeguardLever 2000ZestCoastLuxDoveToneLavaLifebuoyDialProduct Space Positioning for Bar Soaps57SummaryMarket Segmentation involves 3 steps (1)clustering consumers into homogeneous groups (2)identifying target markets to serve (3)identifying points of differentiation to positionThere are generally two groups of variables that are used for segmenting markets (1)Customer Characteristics(descriptors)(2)Buying Situations(motivation to purchase)-Must use!58五、市场营销组合五、市场营销组合2 营销策略组合营销策略组合 为了对某一个目标市场提供服务所采用为了对某一个目标市场提供服务所采用的一系列互相匹配的策略，包括产品策略、的一系列互相匹配的策略，包括产品策略、价格策略、促销策略和分销策略价格策略、促销策略和分销策略(4Ps)。59 产品产品种类种类/质量质量/设计设计性能性能/品牌品牌/包装包装规格规格/服务服务/担保担保退货退货促销广告广告/人员推销人员推销销售促进销售促进/公关公关价格价格标价标价/折扣折扣/折让折让付款期限付款期限/信用条款信用条款渠道渠道覆盖面覆盖面/种类种类位置位置/存货存货/运输运输后勤后勤目标顾客目标顾客预期定位预期定位60A、一致性、一致性B、获利性、获利性C、销售量、销售量D、价值比、价值比E、协调性、协调性F、整体性、整体性G、有效性、有效性 2 营销组合策略评估营销组合策略评估611、营销活动的计划、营销活动的计划(Planning)2、营销活动的组织、营销活动的组织(Organizing)3、营销活动的协调、营销活动的协调(Coordinating)4、营销活动的控制、营销活动的控制(Controlling)62小结：小结：最好地满足用户的需要最好地满足用户的需要最好地利用公司的资源和优势最好地利用公司的资源和优势最有效地利用竞争者的弱点最有效地利用竞争者的弱点抓住有利的机遇抓住有利的机遇避开可能的风险避开可能的风险63课后思考64谢谢65