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1、第七讲 市场营销策略、市场细分与目标市场,1,week 8,chapter,8,Identifying Market Segments & Targets,2,案例分析,3,4,一、市场营销决策,业务 单位 任务,外部 环境 分析,内部 条件 分析,制定营 销目标,市场细分 选择目标市场 定位,5,业务战略计划,业务描述,SWOT分析,目标设定,战略选择,计划制定,计划执行,反馈控制,6,The Strategic Marketing Process,A process whereby the firm allocates its marketing mix resources to reac
2、h its target markets 3 phases: Planning, Implementation, Control Is formalized in a Marketing Plan - a roadmap for the marketing activities of the firm for a specified future period of time (such as one year),7,The strategic marketing process,8,Difference between Marketing & Business Plans,Business
3、Plan - A roadmap for the entire organization for a specified future period of time, such as 1 year or 5 years. No one-size-fits-all structure for either a marketing or business plan. The contents of each depends on: Who the audience is What its purpose is Key difference: business plan contains detai
4、ls on the R&D/operations/manufacturing activities of the organization. The marketing plan is probably 60 to 70 percent of the entire business plan. For small companies, especially retail businesses, the marketing & business plans are virtually the same,9,Your Marketing Plan,Three Year Plan Concentra
5、te on the First Year Use Appendix A as a guide. You should know your business better than your investors. You decide on what to present (contents), how much to present (scope & depth), how to present (format) etc.,10,Elements of the Plan (Use as a Guide only) Executive summary (YES !) Description of
6、 company (Keep it brief) Strategic plan/focus (YES !) Situation Analysis (maybe some portions) Market-Product focus (YES !),11,Marketing program strategy and tactics Strategy - the general direction (e.g., to use a series of ads to stimulate trial for a new product). Tactics - the actions (what is t
7、he theme of the ad campaign, are they TV ads or print ads? If TV ads, which TV channels will these ads be aired? If print ads, which magazines? which newspapers? etc.) Financial Projections Not necessary (primarily because of constraints in estimating costs) but will make the plan complete But we do
8、 expect some estimation of demand for your product/service,12,Organization Structure (up to you) Implementation Plan (a simple one will do) May categorize by 4Ps e.g., for Product, what variations of the product will be introduced into the marketplace and when for Promotion, a timeline of events. Fo
9、r example, if you are recommending a combination of promotional tools (e.g., ads, public relations, sales promotions), you can summarize the schedule for the first year.,13,1、外部环境与内部条件分析,市场环境,竞争环境,企业条件,渠道环境,宏观环境,14,2、制定营销目标,（1）效益目标(Effectiveness) A 销售指标 总销售额 不同细分市场的销售额 产品或产品线销售额 不同采购规模的销售额 地区销售额 不同中
10、间商的销售额 单个销售人员销售额 市场份额 不同顾客类型的销售额 销售额变动的百分比,15,（1）效益目标（Effectiveness) B 用户满意度指标 采购的数量 对品牌忠诚程度 重复购买比率 可见的产品质量 品牌形象 抱怨的数量,16,（2）效率目标（Efficiency) C 成本指标 总成本 不同细分市场的成本 产品或产品线的成本 不同采购规模的成本 地理区域的成本 不同中间商的成本 单个销售人员的成本 成本变动的百分比 不同顾客类型的成本,17,（3）综合目标 D 利润指标 总利润 产品或产品线的利润 地理区域的利润 单个销售人员的利润 不同顾客类型的利润,18,不同细分市场的利
11、润 不同采购规模的利润 不同中间商的利润 利润变动的百分比,19,3、产品及市场定位,市场细分 选择目标市场 差别化 定位 = 目标市场 + 本产品的 特点 + 沟通,20,营销管理的基本任务,分析市场机会 SWOT,21,目标市场营销三部曲（STP战略）,市场细分 Segmenting,目标市场 选择 Targeting,市场定位 Positioning,22,市场细分的概念,市场细分是根据消费者的消费需求和购买习惯的差异，将整体市场划分为由需求大致类同的消费群体所组成的子市场群。,二、市场细分,23,What is Market Segmentation?,Market Segmentat
12、ion is a two-step process of: Naming broad product-markets of interest to the firm and where it has the resources and experience to compete and Segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes Bicycle-riders Product-Market: submarkets or m
13、arket segments of Exercisers, Socializers, Environmentalists, Thrill seekers, Transportation riders,24,Marketing-oriented managers think of segmenting as an aggregating process of clustering people with similar needs into a “market segment” A market segment is a (relatively) homogeneous group of cus
14、tomers who have somewhat similar needs. The marketer wants to aggregate individual customers into some workable number of relatively homogeneous groups and then treat each group differently.,25,市场细分的理论依据,消费需求存在绝对差异性 形成市场细分的必要性； 消费需求存在相对同质性 形成市场细分的可能性。,26,市场细分的依据（细分变量）,地理因素 行政区划 经济形态 自然环境 气候条件,人文因素 年
15、龄 性别 收入 教育 家庭 信仰,心理因素 生活方式 个性特征,行为因素 购买时机 购买频率 利益诉求 使用状况 品牌忠实,27,市场细分方法,确定细分变量,初级细分,二级细分,三级细分,28,有效细分的原则,可区分原则 市场差异明显； 可进入原则 企业资源吻合； 可盈利原则 经营有利可图。,29,产品（需求）/ 市场 矩阵,市场 青年 中年 老年,产品 （需求）,高档 中档 低档,30,Criteria for Effective Segmentation,31,Market-product grid showing how different Reebok shoes reach segm
16、ents of customers,32,How to Segment Markets?,33,Combining Variables.,Stage 1 Initial Segmentation,Stage 2 Supplemental Segmentation descriptors,Managerial decisions,Usage: Heavy vs. Light,Demographics: Income, education,Media Selection (e.g. magazines, TV programs),Lifestyles,Advertising Content (e.g., conservative, Youthful appeals & messages),34,
