市场营销(3) 72页

Chapter3(chapter7)Segmentation,targetingandpositioning\n.ThecoreofmarketingstrategyisSTPmarketing:segmentation,targeting,andpositioning.Thischapterlooksfurtherintokeymarketingstrategydecisions——howtodivideupmarketsintomeaningfulcustomergroups(marketsegmentation),choosewhichcustomergroupstoserve(targetmarketing),andcreateavaluepropositionthatbestservestargetedcustomers(positioning)\n3.1basictheories3.1.1TheimportanceCompaniestodayrecognizethattheycannotappealtoallbuyersinthemarketplaceoratleastnottoallbuyersinthesameway.Buyersaretoonumerous,toowidelyscattered,andtoovariedintheirneedsandbuyingpractices.Moreover,thecompaniesthemselvesvarywidelyintheirabilitiestoservedifferentsegmentsofthemarket.Instead,theymustdesignstrategiestobuildtherightrelationshipswiththerightcustomers.Ratherthantryingtocompeteinanentiremarket,sometimesagainstsuperiorcompetitors,eachcompanymustidentifythepartsofthemarketthatitcanservebestandmostprofitable.\nThus,mostcompaniesarebeingmorechoosyaboutthecustomerswithwhomtheywishtobuildrelationships.Mosthavemovedawayformmassmarketingandtowardmarketsegmentationandtargeting——identifyingmarketsegment,selectingoneormoreofthem,anddevelopingproductsandmarketingprogramstailoredtoeach.Insteadofscatteringtheirmarketingefforts,firmsarefocusingonthebuyerswhohavegreaterinterestinthevaluestheycreatebest.\n3.1.2Thedefinitions3.1.2.1MarketsegmentationMarketsegmentation:“dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorswhomightrequireseparateproductsormarketingmixes.”\n3.1.2.2TargetmarketingTargetmarketing:“theprocessofevaluatingeachmarketsegment'sattractivenessandselectingoneormoresegmentstoenter.”Targetmarket:asetofbuyerssharingcommonneedsorcharacteristicsthatthecompanydecidestoserve.(page143)\n3.1.2.3MarketpositioningMarketpositioning:“arrangingforaproducttooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsoftargetconsumers.”\n3.1.3TherelationshipsofthemWehavetotakethemasawhole,andcarryoutonebyone.Infactthecoreistargeting,andthesegmentationisthetooltofindthetargetmarket,andpositioningjusttellsushowtosatisfyourtargetconsumersafterwerecognizethem.\n3.2Marketsegmentation3.2.1SegmentingconsumermarketsThereisnosinglewaytosegmentamarket.Amarketerhastotrydifferentsegmentationsvariables,aloneandincombination,tofindthebestwaytoviewthemarketstructure.Nextwewillstudythefourmajorvariablesthatmightbeusedinsegmentingconsumermarkets:geographic,demographic,psychographic,andbehavioralvariables.\n3.2.1.1Segmentingbases3.2.1.1.1Geographicsegmentation——地理细分Geographicsegmentation:“Dividingamarketintodifferentgeographicalunitssuchasnations,states,regions,counties,cities,orneighborhoods.”\nGeographicsegmentationAcompanymaydecidetooperateinoneorafewgeographicalareas,ortooperateinallareasbutpayattentiontogeographicaldifferencesinneedsandwants.Andnowmanycompaniestodayarelocalizingtheirproducts,advertising,promotion,andsaleseffortstofittheneedsofindividualregions,cities,andevenneighborhoods.\n3.2.1.1.2Demographicsegmentation——人口细分Demographicsegmentation:“dividingthemarketintogroupsbasedondemographicvariablessuchasage,gender,familysize,familylifecycle,income,occupation,education,religion,race,generation,andnationality.”\nDemographicfactorsarethemostpopularbasesforsegmentingcustomergroups.Onereasonisthatconsumerneeds,wants,andusageratesoftenvarycloselywithdemographicvariables.AnotheristhatDemographicvariablesareeasiertomeasurethanmostothertypesofvariables.\n◆ageandlife-cyclestage.Consumerneedsandwantschangewithage.Somecompaniesuseageandlife-cyclesegmentation:“dividingamarketintodifferentageandlife-cyclegroups”,offeringdifferentproductsorusingdifferentmarketingapproachesfordifferentageandlife-cyclegroups.\n◆genderItistruethatgendercaninfluencetheconsumers’needsandwants.gendersegmentation:“dividingamarketintodifferentgroupsbasedongender.”ithaslongbeenusedinclothing,cosmetics,toiletries,magazines.Marketerscanchooseonekindofgendergroupsastheirtargetmarket.Nowmostmarketersemphasisonwomenmarket.\n◆incomeIncomesegmentation:“dividingamarketintodifferentincomegroups.”incomesegmentationhaslongbeenusedbythemarketersofproductsandservicessuchasautomobiles,clothing,cosmetics,financialservices,andtravel.——marketerscanchooseatleastoneincomegroupsastheirtargetmarket——butinsometime,incomecannotshowconsumers'purchasingpower.◆incomeIncomesegmentation:“dividingamarketintodifferentincomegroups.”incomesegmentationhaslongbeenusedbythemarketersofproductsandservicessuchasautomobiles,clothing,cosmetics,financialservices,andtravel.——marketerscanchooseatleastoneincomegroupsastheirtargetmarket——butinsometime,incomecannotshowconsumers'purchasingpower.\n3.2.1.1.3Psychographicsegmentation——心理细分Psychographicsegmentation：“dividingamarketintodifferentgroupsbasedonsocialclass,lifestyle,orpersonalitycharacteristics.”Inchapter3,wehavediscussedhowtheproductspeoplebuyreflecttheirlifestylesandpersonality.\n3.2.1.1.4Behavioralsegmentation——行为细分Behavioralsegmentation:“dividingamarketintogroupsbasedonconsumerknowledge,attitude,use,orresponsetoaproduct.”Manymarketsbelievethatbehaviorvariablesarethebeststartingpointforbuildingmarketsegments.\n◆occasions——消费者进入市场的时机Occasionsegmentation:“dividingthemarketintogroupsaccordingtooccasionswhenbuyersgettheideatobuy,actuallymaketheirpurchase,orusethepurchaseditem.”Occasionsegmentationcanhelpfirmsbuildupproductusage.\n◆benefitssought——受益细分Benefitsegmentation:“dividingthemarketintogroupsaccordingtothedifferentbenefitsthatconsumersseekfromtheproduct.”Benefitsegmentationrequiresfindingthemajorbenefitspeoplelookforintheproductclass,thekindsofpeoplewholookforeachbenefit,andthemajorbrandsthatdelivereachbenefits.\n◆userstatus——消费者进入市场的程度Marketscanbesegmentedintogroupofnonusers,potentialusers,first-timeusers,andregularusersofaproduct.Acompany'smarketpositionalsoinfluencesitsfocus.Marketshareleadersfocusonattractingpotentialusers,whereassmallerfirmsfocusonattractingcurrentusersawayfromthemarketleader.\n◆usagerate——消费的数量和规模Marketscanalsobesegmentedintolight,medium,andheavyproductsusers.Heavyusersareoftenasmallpercentageofthemarketbutaccountforahighpercentageoftotalconsumption.Marketersusuallyprefertoattractoneheavyusertotheirproductorserviceratherthanseverallightusers.“二八法则”\n◆loyaltystatus——消费者对品牌的忠诚程度Buyerscanbedividedintogroupsaccordingtotheirdegreeofloyalty.Someconsumersarecompletelyloyal——theybuyonebrandallthetime.Othersaresomewhatloyal——theyareloyaltotwoorthreebrandsofagivenproductorfavoronebrandwhilesometimesbuyingothers.Stillotherbuyersshownoloyaltoanybrand.Theyeitherwantsomethingdifferenteachtimetheybuyortheybuywhatever'sonsale.Acompanycanlearnalotbyanalyzingloyaltypatternsinitsmarket.\n营销视野1零食消费男女有别，细分市场有潜力［1］为了了解孩子对零食的消费情况，架起食品生产商与市场沟通的桥梁，北京一家调查公司日前他们对儿童零食消费市场进行了一次调研。本次调查涉及北京、上海、广州、成都、西安5大消费先导城市。调查以街头拦截式访问方式进行，调查对象为0至12岁儿童的家长和7至12岁的儿童。调查结果为：一、女孩偏爱果冻和水果，男孩偏爱饮料和膨化食品。\n营销视野1零食消费男女有别，细分市场有潜力［2］二、9岁以下儿童喜爱吃饼干和饮料，10岁以上儿童偏爱巧克力和膨化食品。三、零食消费中果冻独占鳌头，城市儿童对果冻有特别的偏好。本次调查显示，六成以上的儿童表示平时爱吃果冻；其次是水果，占57.2%；表示爱喝饮料的儿童占51.7%。5城市经常购买果冻的家长一年用于果冻的花费大约为105.9元。分城市看，广州和成都的家长一年在果冻上的开销较高，分别达到\n营销视野1零食消费男女有别，细分市场有潜力［3］了174.1和170.7元，居前两位；北京和上海的家长花费分别大约为66.3和56元，分列三、四位；相比之下，西安的儿童家长一年花费在果冻上的开销最低，仅为22.3元。“喜之郎”以其强大的广告攻势及优良的品质不仅赢得了孩子们的喜欢，也赢得了家长们的心。本次调查显示，“喜之郎”在儿童家长中的综合知名度最高，提及率达到90%；“乐百氏”和“旺旺”的提及率也超过五成，分别为66.2%和53.9%；“徐福记”和“波力”的提及率\n营销视野1零食消费男女有别，细分市场有潜力［4］分别为42.8%和35.2%，分列四、五位。男女孩消费品种和比例不同的调查，可以帮助相关企业在儿童零食商品市场开发、宣传等方面准确定位。\n3.2.1.2UsingmultiplesegmentationbasesMarketersrarelylimittheirsegmentationanalysistoonlyoneorafewvariables.Rather,theyareincreasinglyusingmultiplesegmentationbasesinanefforttoidentifysmaller,better-definedtargetgroups.Onegoodexampleofmultivariablesegmentationis“geodemographic”segmentations.\n举例年龄性别文化职业收入婚姻地区兴趣购买心理幼儿男文盲工人低未婚东北体育求新儿童女小学农民中下已婚西北音乐求实青少年中学教师中等离婚华北美术求异成年高中干部中上丧偶华中艺术求美老年大学个体户高华南大学以上西南\n3.2.2Requirementsforeffectivesegmentation3.2.2.1Measurable——可衡量性Measurable:thesize,thepurchasingpower,andprofilesofthesegmentscanbemeasured.Certainsegmentationvariablesaredifficulttomeasure.\n3.2.2.2Accessible——可进入性Accessible:themarketsegmentscanbeeffectivelyreachedandserved.Supposeafragrancecompanyfindsthatheavyusersofitsbrandaresinglemenandwomenwhostayoutlateandsocializealot.Unlessthisgrouplivesorshopsatcertainplacesandisexposedtocertainmedia,itsmemberswillbedifficulttoreach.\n3.2.2.3Substantial——可盈利性Substantial:themarketsegmentsarelargeorprofitableenoughtoserve.Asegmentshouldbethelargestpossiblehomogeneousgroupworthpursuingwithatailoredmarketingprogram.Itwouldnotpay,forexample,foranautomobilemanufacturertodevelopcarsespeciallyforpeoplewhoseheightisgreaterthansevenfeet.\n3.2.2.4Differentiable——可区分性Differentiable:thesegmentsareconceptuallydistinguishableandresponddifferentlytodifferentmarketingmixelementsandprograms.Ifmarriedandunmarriedwomenrespondsimilarlytoasaleonperfume,theydonotconstituteseparatesegments.\n3.2.2.5Actionable——可行动性Actionable:effectiveprogramscanbedesignedforattractingandservingthesegments.Forexample,althoughonesmallairlineidentifiedsevenmarketsegments,itsstaffwastoosmalltodevelopseparatemarketingprogramsforeachsegment.\n补充：细分市场的程序——六步选择一种产品或市场范围以供研究；选择细分依据；在选定的细分依据中，挑选出具体的细分变量作为分析单位；调查设计，组织调查；分析估量通过调查而确定的各个细分市场的规模和性质；确定目标市场，设计营销策略。\n3.3Targetmarketing3.3.1Evaluatingmarketsegments能够成为企业目标市场的细分市场必须具有以下三个条件：3.3.1.1Segmentsizeandgrowth——细分市场规模和增长率3.3.1.2segmentstructuralattractiveness——细分市场的结构吸引力3.3.1.3companyobjectivesandresources——企业的目标和资源\n3.3.2SelectingtargetsegmentsAfterevaluatingdifferentsegments,thecompanymustnowdecidewhichandhowmanysegmentsitwilltarget.3.3.2.1Targetmarketingstrategies3.3.2.1.1Undifferentiatedmarketing——无差异营销——broadly3.3.2.1.2Differentiatedmarketing——差异营销3.3.2.1.3Concentratedmarketing——集中性营销——narrowly\n3.3.2.1.1Undifferentiatedmarketing——无差异营销◆thedefinitionUndifferentiatedmarketing:“amarket-coveragestrategyinwhichafirmdecidestoignoremarketsegmentdifferencesandgoafterthewholemarketwithoneafter.”◆advantages:Savingcosts.\n◆disadvantagesAsnotedearlierinthechapter,mostmodernmarketershavestrongdoubtsaboutthisstrategy.Difficultiesariseindevelopingaproductorbrandthatwillsatisfyallconsumers.Moreover,massmarketersoftenhavetroublecompetingwithmorefocusedfirmthatdoabetterjobofsatisfyingtheneedsofspecificsegmentsandniches.\n无差异性营销战略［1］企业把整体市场看作一个大的目标市场，不进行细分，用一种产品、统一的市场营销组合对待整体市场。营销组合\n无差异性营销战略［2］最大的优点是成本的经济性；最大的缺点是顾客的满意度低；适用范围有限。\n3.3.2.1.2Differentiatedmarketing——差异营销◆thedefinitionDifferentiatedmarketing:“amarket-coveragestrategyinwhichafirmdecidestotargetseveralmarketsegmentsanddesignsseparateoffersforeach.”◆advantages:Byofferingproductandmarketingvariationstosegments,companieshopeforhighersalesandastrongerpositionwithineachmarketsegment.\n◆disadvantages:Butdifferentiatedmarketingalsoincreasesthecostsofdoingbusiness.Developingseparatemarketingplansfortheseparatesegmentsrequiresextramarketingresearch,forecasting,salesanalysis,promotionplanning,andchannelmanagement.Andtryingtoreachdifferentmarketsegmentswithdifferentadvertisingincreasespromotioncosts.\n差异性营销战略［1］细分市场A细分市场B细分市场C细分市场×细分市场···营销计划A营销计划B营销计划C\n差异性营销战略［2］企业在市场细分的基础上，根据自身的资源及实力选择若干个细分市场作为目标市场，并为此制定不同的营销计划。最大优点是可以有针对性地满足不同顾客群体的需求，提高产品的竞争能力；能够树立起良好的市场形象，吸引更多的购买者；最大缺点是市场营销费用大幅度增加。\n3.3.2.1.3Concentratedmarketing——集中性营销Thisstrategyisespeciallyappealingwhencompanyresourcesarelimited.◆thedefinitionConcentratedmarketing:“amarket-coveragestrategyinwhichafirmgoesafteralargeshareofoneorafewsegments,orniches.”\n◆advantages:Itcanmarketmoreeffectively.Nichingofferssmallercompaniesanopportunitytocompetebyfocusingtheirlimitedresourcesonservingnichesthatmaybeunimportanttooroverlookedbylargercompanies.\n◆disadvantages:Concentratedmarketingcanbehighlyprofitable,butatthesametime,itinvolveshigher-than-normalrisks.Companiesthatrelyononeorafewsegmentsforalloftheirbusinesswillsuffergreatlyifthesegmentturnssour.Orthelargercompetitorsmaydecidetoenterthesamesegment.Forthesereasons,manycompaniesprefertodiversityinseveralmarketsegments.\n集中性营销战略［1］细分市场A细分市场B细分市场C细分市场×细分市场···营销计划C\n集中性营销战略［2］企业在市场细分的基础上，根据自身的资源及实力选择某一个细分市场作为目标市场，并为此制定市场营销计划。专业化经营，能满足特定顾客的需求。集中资源，节省费用。经营者承担风险较大。适合资源薄弱的小企业。\n3.3.2.2ChoosingatargetmarketingstrategyCompaniesneedtoconsidermanyfactorswhenchoosingatarget-marketingstrategy.Whichstrategyisbestdependson◆Companyresources.Whenthefirm'sresourcesarelimited,concentratedmarketingmakesthemostsense.◆Productvariability.Undifferentiatedmarketingismoresuitedforuniformproducts.Productthatcanvaryindesign,suchascamerasandautomobiles,aremoresuitedtodifferentiationorconcentration.\n◆product'slife-cyclestage.Whenafirmintroducesanewproduct,itmaybepracticallaunchonlyoneversion,andundifferentiatedmarketingorconcentratedmarketingmaymakethemostsense.Inthematurestageoftheproductlifecycle,however,differentiatedmarketingbeginstomakemoresense.◆marketvariability.Ifmostbuyershavethesametastes,buythesameamounts,andreactthesamewaytomarketingefforts,undifferentiatedmarketingisappropriate.\n◆competitors'marketingstrategies.Whencompetitorsusedifferentiatedorconcentratedmarketing,undifferentiatedmarketingcanbesuicidal.Conversely,whencompetitorsuseundifferentiatedmarketing,afirmcangainanadvantagebyusingdifferentiatedorconcentratedmarketing.\n3.4positioningforcompetitiveadvantage3.4.1ThedefinitionofproductpositionProductposition:“thewaytheproductisdefinedbytheconsumersonimportantattributes——theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts”\n3.4.2Positioningmap——toolInplanningtheirpositioningstrategies,marketersoftenprepareperceptualpositioningmaps,whichshowconsumersperceptionoftheirbrandsversuscompetingproductsonimportantbuyingdimensions.\n3.4.3ChoosingapositioningstrategyThepositiontaskconsistsofthreesteps:identifyingasetofpossiblecompetitiveadvantagesonwhichtobuildaposition,choosingtherightcompetitiveadvantages,andselectinganoverallpositioningstrategy.Thecompanymusttheneffectivelycommunicateanddeliverthechosenpositiontothemarket.\n3.4.3.1Identifyingpossiblecompetitiveadvantagescompetitiveadvantages:“anadvantageovercompetitorsgainedbyofferingconsumersgreatervalue,eitherthroughlowerpricesorbyprovidingmorebenefitsthatjustifyhigherprices.”Positioningbeginswithactuallydifferentiatingthecompany'smarketingoffersothatitwillgiveconsumersmorevaluethancompetitors'offersdo.\n◆Productdifferentiation:Productscanbedifferentiatedonfeatures,performance,orstyleanddesign.——automobiles,clothing,andfurniture.◆Servicesdifferentiation:afirmcandifferentiatetheservicesthataccompanytheproductbyspeedy,convenient,orcarefuldelivery.——bankindustry\n◆Channeldifferentiation:Firmsthatpracticechanneldifferentiationgaincompetitiveadvantagethroughthewaytheydesigntheirchannel'scoverage,expertise,andperformance.◆Peopledifferentiation:Hiringandtrainingbetterpeoplethantheircompetitorsdo.\n◆Imagedifferentiation:Includecompanyandbrandimagedifferentiation.Acompanyorbrandimageshouldconveytheproduct’sdistinctivebenefitsandpositioning.Developingastronganddistinctiveimagecallsforcreativityandhardwork.Acompanycannotdevelopanimageinthepublic'smindovernightusingonlyafewadvertisements.\n3.4.3.2ChoosingtherightcompetitiveadvantagesSupposeacompanyisfortunateenoughtodiscoverseveralpotentialcompetitiveadvantages.Itnowmustchoosetheonesonwhichitwillbuilditspositioningstrategy.Itmustdecidehowmanydifferencestopromoteandwhichones.\nAdifferenceisworthestablishingtotheextentthatitsatisfiesthefollowingcriteria:☻Important:thedifferencedeliversahighlyvaluedbenefittotargetbuyers.☻Distinctive:competitorsdonotofferthedifference,orthecompanycanofferitinamoredistinctiveway.\n☻Superior:thedifferenceissuperiortootherwaysthatcustomersmightobtainthesamebenefit.☻Communicable:thedifferenceiscommunicableandvisibletobuyers.☻Preemptive:competitorscannoteasilycopythedifference.\n☻Affordable:buyerscanaffordtopayforthedifference.☻Profitable:thecompanycanintroducethedifferenceprofitably.\n3.4.3.3SelectinganoverallpositioningstrategyConsumerstypicallychooseproductsandservicesthatgivethemthegreatestvalue.Thus,marketerswanttopositiontheirbrandsonthekeybenefitsthattheyofferrelativelytocompetingbrands.Thefullpositioningofabrandiscalledthebrand'svalueproposition:“thefullpositioningofabrand——thefullmixofbenefitsonwhichitispositioned.”itistheanswertothecustomer'squestion“whyshouldIbuyyourbrand?”\nhereweonlystudythefivewinningvaluepropositionsonwhichcompaniescanpositiontheirproducts:moreformore,morefortheless,moreforthesame,thesameforless,lessformuchless.\n■MoreformoreMoreformorepositioninvolvesprovidingthemostupscaleproductorserviceandchargingahigherpricetocoverthehighercosts.Ingeneral,companiesshouldbeonthelookoutforopportunitiestointroducea“much-more-for-much-more”brandinanyunderdevelopedproductorservicecategory.Yet“more-for-more”brandscanbevulnerable.Theyofteninviteimitatorswhoclaimthesamequalitybutatalowerprice.\n■MoreforthesameCompaniescanattackacompetitor'smore-for-morepositioningbyintroducingabrandofferingcomparablequalitybutatalowerprice.■ThesameforlessOffering“thesameforless”canbeapowerfulvalueproposition——everyonelikesagooddeal.\n■LessformuchlessAmarketalmostalwaysexistsforproductsthatofferlessandthereforecostless.Fewpeopleneed,want,orcanafford“theverybest”ineverythingtheybuy.Inmanycases,consumerswillgladlysettleforlessthanoptimalperformanceorgiveupsomeofthebellsandwhistlesinexchangeforalowprice.“lessformuchless”positioninginvolvesmeetingconsumers'lowerperformanceorqualityrequirementsatamuchlowerprice.\n■MoreforlessOfcourse,thewinningvaluepropositionwouldbetooffer“moreforless.”Manycompaniesclaimtodothis.Intheshortrun,somecompaniescanactuallyachievesuchloftypositions.Yetinthelongrun,companieswillfinditverydifficulttosustainsuchbest-of–bothpositioning.Offeringmoreusuallycostsmore,makingitdifficulttodeliveronthe“forless”promise.Companiesthattrytodeliverbothmayloseouttomorefocusedcompetitors.\nTheimportantthingisthateachcompanymustdevelopitsownwinningpositioningstrategy,onethatmakesitspecialtoitstargetconsumers.Offeringonly“thesameforthesame”providesnocompetitiveadvantage,leavingthefirminthemiddleofthepack.Companiesofferingoneofthethreelosingvaluepropositions——“thesameformore,”“lessformore”and“lessforthesame”——willinevitablefail.Customerssoonrealizethatthey'vebeenunderserved,tellothers,andabandonthebrand.\n3.4.4CommunicatinganddeliveringthechosenpositionOnceithaschosenaposition,thecompanymusttakestrongstepstodeliverandcommunicatethedesiredpositiontotargetconsumers.Allthecompany'smarketingmixeffortsmustsupportthepositioningstrategy.Positioningthecompanycallsforconcreteaction,notjusttalk.Ifthecompanydecidestobuildapositiononbetterqualityandservice,itmustfirstdeliverthatposition.Designingthemarketingmix——product,price,place,andpromotion.