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1、Chapter 4,Marketing Strategy, Market Segments and Selecting Target Markets,Chapter Objectives,How can a company make suitable market mix strategies ? How can a company identify the segments that make up a market? What criteria can a company use to choose the most attractive target market?,、Marketing
2、 Strategy,1、Strategic planning: three key areas and four organizational levels 2、Corporate and division strategic planning 3、Business unit strategic planning 4、The marketing process 5、Product planning: the nature and contents of a marketing plan,1、Strategic planning: three key areas and four organiz
3、ational levels,Strategic planning calls for action in three key areas: The first is managing a companys businesses as an investment portfolio. The second involves assessing each businesss strength by considering the markets growth rate and the companys position and fit in that market. The third is e
4、stablishing a strategy.,Most large companies consist of four organizational levels：,the corporate level the division level the business unit level the product level,The marketing plan operates at two levels: strategic and tactical.,The strategic marketing plan lays out the target markets and the val
5、ue proposition that will be offered, based on an analysis of the best market opportunities. The tactical marketing plan specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels, and service.,The marketing plan is the central instrument for direct
6、ing and coordinating the marketing effort.,2、Corporate and division strategic planning,Market-Oriented Strategic Planning,Market-Oriented Strategic Planning,Corporate Headquarters Planning,Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new busine
7、ss, downsize older businesses,Strategic-Planning, Implementation, and Control Process,Planning,战略的计划、执行和控制过程,The Boston Consulting Groups Growth-Share Matrix,Market Attractiveness: Competitive- Position Portfolio Classification,The Strategic-Planning Gap,Three Intensive Growth Strategies:,4. Diversi
8、fication,3、Business unit strategic planning,Business mission,EXTERNAL ENVIRONMENT ANALYSIS,INTERNAL ENVIRONMENT ANALYSIS,Goal formulation,Strategic formulation,Program formulation,Program implementation,Feedback and control,SWOT,SWOT analysis,internal environment,External environment,Strategic formu
9、lation,PORTERS GENERIC STRATEGIES : overall cost leadership; differentiation; focus OPERATIONAL EFFECTIVENESS AND STRATEGY STRATEGIC ALLIANCES MARKETING ALLIANCES: Product or service alliances; Promotional alliances; Logistics alliances; Pricing collaborations,4、the marketing process,The Value-Deliv
10、ery Process,(a) Traditional physical process sequence,(b) Value creation & delivery sequence,5、Product planning: the nature and contents of a marketing plan,The marketing plan is one of the most important outputs of the marketing process.,The Marketing Plan,Executive Summary & Table of Contents,Curr
11、ent Marketing Situation,Opportunity & Issue Analysis,Objectives,Marketing Strategy,Action Programs,Projected Profit-and-loss,Controls,、Market Segments and Selecting Target Markets,Target marketing requires marketers to take three major steps:,identify an profile distinct groups of buyers who differ
12、in their needs and preferences (market segmentation) select one or more market segments to enter (market targeting) for each target segment establish and communicate the key distinctive benefit of the companys market offering (market positioning).,1、Levels and patterns of market segmentation,Levels
13、of market segmentation： SEGMENT MARKETING NICHE MARKETING LOCAL MARKETING INDIVIDUAL CUSTOMER MARKETING,Basic Market-Preference Patterns,Market-Segmentation Procedure,Survey Motivations Attitudes Behavior Analysis Factors Clusters Profiling,Measurable,Accessible,Substantial,Differential,Actionable,E
14、ffective Segmentation,2、Segmenting consumer and business markets,Bases for Segmenting Consumer Markets,Demographic,Age, Gender, Family size and Life cycle, Race, Occupation, or Income .,Bases for Segmenting Business Markets,Demographic segmentation Industry, company size, location Operating variable
15、s Technology, usage status, customer capabilities Purchasing approaches Situational factors Urgency, specific application, size of order Personal characteristics Buyer-seller similarity, attitudes toward risk, loyalty,3、Five Patterns of Target Market Selection,Additional Segmentation Criteria,Ethical Choice of Market Targets Segment Interrelationships & Supersegments Segment-by-Segment Invasion Plans Intersegment Cooperation,
