市场营销市场细分

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1、市场细分、目标市场和目标市场选择3.评估每一细分市场的吸引力4.企业可能进入的目标细分市场targetingpositioning5.评估每一个目标细分市场可能进入的价值6.选择企业最有价值的目标细分市场和市场定位segmenting1.确定细分变量和细分市场2.描述细分市场的轮廓Fivepatternsofselection:singlesegmentconcentrationseletivespecializationproductspecializationmarketspecializationfullmarketcoverageP1P2P3M1M

2、2M3M1M2M3M1M2M3M1M2M3M1M2M3P1P2P3P1P2P3P1P2P3P1P2P3单一市场集中化选择性专业化产品专业化市场专业化全面覆盖P=产品M=市场segmentselectionsegmentselectionfeatureadvantagedisadvantagesinglesegmentconcentrationconcentrateononesegment1.economiesofscale2.knowtheneedeasily3.canestablishperfectreputationifthemarkethighcha

3、nges,companywillfacehighrisks.seletivespecializationalotofsegments(whichmaynotberelatedtoeachother)diversifytherisksdiversifythestrengthofthecompany.productspecializationfocusononeproductbespecializedinaproducttheproductmaybereplacedbysomenewproductsmarketspecializationconcentrate

4、onservingmanyneedsofaparticularcustomergroupsatisfytheneedofaparticularcustomergroupbettercustomergroupmaycutdowntheirbudgetsfullmarketcoveragesatisfyallthecustomergroupswithalltheproductstheymightneedsatisfytheneedofallthecustomergroupsonlyastrongpowercompanycanapplythiswayMarket

5、ingstrategiesUndifferentiatedmarketing:oneproductonemarketingprogrammemassdistributionandadvertisinglowcost整个市场企业市场营销组合MarketingstrategiesDifferentiatedmarketing:differentproducthighercostsdiversificationofrisk细分市场1细分市场2细分市场3企业市场营销组合1企业市场营销组合2企业市场营销组合3HowtodifferentiateDifferentia

6、tionthroughproductseg:金院一餐二楼丰富的盖饭和只有三中卤子的面食Differentiationthroughserviceeg:金院一餐三楼的餐厅和普通窗口炒饭的预定与面食的非预定Differentiationthroughpersonneleg:金院一餐二楼华莱士快餐店的服务员和普通窗口的人员Differentiationthroughimageeg:ImageImage