ch9 国际市场营销stp

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1、Chapter9StrategiesforMarketingSegmentationChapterLearningObjectives1.Definethethreestepsoftargetmarketing:marketsegmentation,markettargeting,andmarketpositioning2.Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.3.Explainhowcompaniesidentifyattractivemarketsegmentsand

2、chooseatargetmarketingstrategy.4.Discusshowcompaniespositiontheirproductsformaximumcompetitiveadvantageinthemarketplace.OpeningCaseMarketingSegmentationandPositioningofClearShampoo（清扬洗发水）DevelopmentofMarketsegmentationstrategy大量营销MassMarketing产品差异化营销ProductDifferentMarketing目标市场营销Targe

3、tMarketingThecoreofmodernstrategicmarketing:STPS：marketsegmentation市场细分T：markettargeting选择目标市场P：marketpositioning市场定位1.IdentifyBasesforSegmentation2.DevelopProfilesofSegments3.EvaluateMarketSegments4.SelectTargetSegment(s)5.DevelopPositioningforEachSegment6.DevelopMarketingMixforEachSe

4、gmentMarketPositioningMarketTargetingMarketSegmentationStepsinSegmentation,Targeting,andPositioningSTPⅠ.InternationalMarketSegmentationBenefitsofmarketsegmentation:意义Designorprovideresponsiveproductstomeettheneedsofthemarketplace.Determineeffectiveandcostefficientpromotionalstrategies

5、.Evaluatemarketcompetition,inparticularacompany’smarketposition.Provideinsightonpresentmarketingstrategies.Definition:Dividinganinternationalmarketintoanumberofsub-marketswithdifferentcharacteristicsbyenterprisesaccordingtocertainstandards,andthecustomersinthosesub-marketswillhavethesa

6、meorsimilarcharacteristicsofdemand.相应定义见课本P169例如：收入水平是影响消费者行为的主要因素。企业按照收入水平的高低划分不同的消费群，每一个消费群构成一个子市场，内部的消费者行为具有相似性，不同的子市场之间消费者行为存在明显的差异。市场细分的基础是消费者的差异性和相似性macrosegmentation-DividethewholeworldmarketintoseveralregionssuchasAsia,Europe,NorthAmerican.microsegmentation-Alsocalledin-country

7、segmentation.MacroSegmentationV.SMicroSegmentationMacroSegmentationP170GeographicSegmentation(integration)按地理因素-Region:West/EastEurope,North/SouthAmerica,etc.-Countrysize；Citysize；PopulationDensity；ClimateEconomicSegmentation按经济因素-GNP/GDPperCapita(Lower-IncomeCountries;Lower-Middle-