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ID:48421925
大小:4.65 MB
页数:11页
时间:2020-01-19
《Customer-Driven Marketing Strategy 顾客驱动型营销战略.ppt》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、Customer-DrivenMarketingStrategy:CreatingvaluefortargetcustomersContentsMarketsegmentationMarkettargetingDifferentiationPositioningMarketsegmentationDividingamarketintosmallergroupswithdistinctneeds,characteristics,orbehaviorsthatmightrequireseparatemarketingstrategieso
2、rmixes.SegmentingConsumerMarkets1.geographicsegmentation2.demographicsegmentation3.psychographicsegmentation4.behavioralsegmentationGeographicsegmentationChinaisthemostpopulouscountryintheworld,theworld'ssecond-largestcountryindemandformilkpowder.Itisabigpotentialmarket
3、DemographicsegmentationTheafter80arereceptivetonewbrandsandhavepurchasingpower.SegmentingBusinessMarketsSegmentingInternationalMarkets_Formingsegmentsofconsumerswhohavesimilarneedsandbuyingbehavioreventhoughtheyarelocatedindifferentcountries.MarketTargetingUndifferentia
4、tedmarketDifferentiated(segmented)marketingConcentrated(niche)marketingMicromarketing(localorindividual)marketingDifferentiationandPositioningProductposition--Thewaytheproductisdefinedbyconsumersonimportantattributes–theplacetheproductoccupiesinconsumersmindrelativetoco
5、mpetingproducts.PossibleValuepropositionsMoreformoreMoreforthesameMoreforthelessThesameforlessLessformuchlessMoreThesameLessMoreThesameLessPrice
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