【英文】品牌管理-Brand Management：positio

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1、BrandManagementPositioningStepsinMarketSegmentation,Targeting,andPositioningMarketSegmentation1.Identifybasesforsegmentingthemarket2.DevelopsegmentprofilesMarketTargeting3.Developmeasureofsegmentattractiveness4.SelecttargetsegmentsMarketpositioning5.Developpositioningf

2、ortargetsegments6.DevelopamarketingmixforeachsegmentStep1.MarketSegmentationDemographicSegmentationDividingthemarketintogroupsbasedonvariablessuchas:AgeGenderFamilysizeorlifecycleIncomeOccupationEducationReligionRaceGenerationNationalityMostPopularBases&EasiesttoMeasur

3、eStep1.MarketSegmentationPsychographicSegmentationSocialClassLifestylePersonalityDividesBuyersIntoDifferentGroupsBasedon:Step1.MarketSegmentationBehavioralSegmentationDividingthemarketintogroupsbasedonvariablessuchas:OccasionsBenefitsUserstatusUsagerateLoyaltystatusRea

4、dinessstageAttitudetowardproductBenefitsegmentationofthebeveragemarketWhichproductwouldyouchooseforwhichbenefit?coffeeteamilkbeercolaun-colaRelievethroatirritation+++Settleupsetstomach+++++Provideenergyandpep+++++Helprelax,unwind++++Providenutrition+++Goodtaste++++Quen

5、chthirst++++ModelofSegmentationvaluesneedsbenefitsbeliefs/evaluationsBrandattitudesChoicerulesPricesensitivityChoiceBrandloyaltyUselevelUsesituationUserdifferences:DemographicsLifecycleLifestyleSituationdifferences:PhysicalSocialPsychologicalStep2.MarketTargetingSegmen

6、tSizeandGrowthAnalyzecurrentsales,growthratesandexpectedprofitabilityforvarioussegments.SegmentStructuralAttractivenessConsidereffectsof:competitors,availabilityofsubstituteproductsand,thepowerofbuyers&suppliers.CompanyObjectivesandResourcesCompanyskills&resourcesneede

7、dtosucceedinthatsegment(s).LookforCompetitiveAdvantages.CompanyResourcesProductVariabilityProduct’sStageintheLifeCycleMarketVariabilityCompetitor’sMarketingStrategiesStep2.MarketTargetingChoosingaMarket-CoverageStrategyStep3.PositioningStrategyProduct’sPosition-thewayt

8、heproductisdefinedbyconsumersonimportantattributes-theplacetheproductoccupiesinconsumers’mindsrelativetocompetingprod