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1、CHAPTER5Marketsegmentation,Targeting,Positioningforcompetitiveadvantage(市场细分、目标市场确定与竞争性定位)1.Thenecessaryandimportanceofmarketsegmentation,targeting,andpositioningforcompetitiveadvantage.Companiestodayrecognizethattheycannotappealtoallbuyersinthemarket-place,oratleastnottoallbuye
2、rsinthesameway.Today,mostcompaniesaremovingawayfrommassmarketing(大众营销).Instead,theypracticemarketsegmentationandtargeting.(why)?why1).Buyersaretoonumerous,toowidelyscattered,andtoovariedintheirneedsandbuyingpractices.2).Insteadofscatteringtheirmarketingefforts(the“shotgun”approa
3、ch),theycanfocusonthebuyerswhohavegreaterpurchaseinterest(the“rifle”approach.)forcompetitiveadvantage.2.ThethreemajorstepsintargetmarketingmarketsegmentationmarketTargetingmarketpositioning(p244~245)案例分析“市场细分显机遇,均分江山建奇功”儿童泡泡糖市场成人泡泡糖市场案例分析MarketsegmentationDividingamarketintodist
4、inctgroupsofbuyersonthebasisofneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.MarkettargetingTheprocessofevaluatingeachmarketsegment`sattractivenessandselectingoneormoresegmentstoenter.MarketpositioningArrangingforaproducttooccupyaclear,distinctiv
5、e,anddesirableplacerelativetocompetingproductsinthemindsoftargetconsumers.3.MajorsegmentationvariablesforconsumermarketsTable7.1(p252)Theisnosinglewaytosegmentmarket.Amarketerhastotrydifferentsegmentationvariables,aloneandincombination,tofindthebestwaytoviewthemarketstructure.分析
6、教辅材料上的两个案例各运用了哪些细分标准?4.HowtoselecttargetmarketTargetmarket(p265):Asetofbuyerssharingcommonneedsorcharacteristicsthatthecompanydecidestoserve.Evaluatingmarketsegments:segmentsizeandgrowth,segmentstructuralattractive-ness,andcompanyobjectivesandresources.5.themarket-coveragestrate
7、giesThreealternativemarket-coveragestrategies(p265):undifferentiatedmarketing,differentiatedmarketing,andconcentratedmarketing.UndifferentiatedmarketingAmarket-coveragestrategyinwhichafirmdecidestoignoremarketsegmentdifferencesandgoafterthewholemarketwithoneoffer.Companymarketin
8、gmixmarketDifferentiatedmarketingAmarket-covera