销售：管理有利润的客户关系8.ppt

销售：管理有利润的客户关系8.ppt

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Segmentation,Targeting,andPositioning:

BuildingtheRightRelationshipswiththeRightCustomersChapter8ObjectivesBeabletodefinethethreestepsoftargetmarketing:

marketsegmentation,targetmarketing,andmarketpositioning.Understandthemajorbasesforsegmentingconsumerandbusinessmarkets.1ObjectivesKnowhowcompaniesidentifyattractivemarketsegmentsandhowtheychooseatargetmarketingstrategy.Comprehendhowcompaniespositiontheirproductsformaximumcompetitiveadvantage.2SellsmultiplebrandsSellsmultiplebrandsSellsmultiplebrandsSellsmultiplebrandswithinthesamewithinthesamewithinthesamewithinthesameproductcategoryforaproductcategoryforaproductcategoryforaproductcategoryforavarietyofproductsvarietyofproductsvarietyofproductsvarietyofproductsBrandsfeatureaBrandsfeatureaBrandsfeatureaBrandsfeatureadifferentmixofdifferentmixofdifferentmixofdifferentmixofbenefitsandappealtobenefitsandappealtobenefitsandappealtobenefitsandappealtodifferentsegmentsdifferentsegmentsdifferentsegmentsdifferentsegmentsHasalsoidentifiedHasalsoidentifiedHasalsoidentifiedHasalsoidentifieddifferentnichesdifferentnichesdifferentnichesdifferentnicheswithinwithinwithinwithincertainsegmentscertainsegmentscertainsegmentscertainsegmentsProductmodificationsProductmodificationsProductmodificationsProductmodificationsareuseful:

Tideoffersareuseful:

Tideoffersareuseful:

Tideoffersareuseful:

TideofferssevendifferentsevendifferentsevendifferentsevendifferentproductformulationsproductformulationsproductformulationsproductformulationstoservedifferenttoservedifferenttoservedifferenttoservedifferentnichesneedsnichesneedsnichesneedsnichesneedsProcter&GambleCaseStudy3DefinitionMarketSegmentation:

Dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.4MarketSegmentationSegmentingConsumerSegmentingConsumerMarketsMarketsSegmentingBusinessSegmentingBusinessMarketsMarketsSegmentingSegmentingInternationalMarketsInternationalMarketsRequirementsforRequirementsforEffectiveSegmentationEffectiveSegmentationGeographicalsegmentationGeographicalsegmentationMarketingmixesareMarketingmixesarecustomizedgeographicallycustomizedgeographicallyDemographicsegmentationDemographicsegmentationMostpopularsegmentationMostpopularsegmentationDemographicsarecloselyDemographicsarecloselyrelatedtoneeds,wantsandrelatedtoneeds,wantsandusageratesusageratesPsychographicPsychographicsegmentationsegmentationLifestyle,socialclass,andLifestyle,socialclass,andpersonality-basedsegmentationpersonality-basedsegmentationBehavioralsegmentationBehavioralsegmentationTypicallydonefirstTypicallydonefirstTopicsTopics5GeographicSegmentationVariablesMarketSegmentationWorldRegionorCountryU.S.regionStateCityNeighborhoodCityorMetroSizeDensityClimate6DemographicSegmentationVariablesMarketSegmentationAgeAgeGenderGenderFamilysizeFamilysizeFamilylifecycleFamilylifecycleIncomeIncomeOccupationOccupationEducationEducationReligionReligionRaceRaceGenerationGenerationNationalityNationality7BehavioralSegmentationVariablesMarketSegmentationOccasionsBenefitsUserStatusUserRatesLoyaltyStatusReadinessStageAttitudeTowardtheProduct8MarketSegmentationSegmentingConsumerSegmentingConsumerMarketsMarketsSegmentingBusinessSegmentingBusinessMarketsMarketsSegmentingSegmentingInternationalMarketsInternationalMarketsRequirementsforRequirementsforEffectiveSegmentationEffectiveSegmentationDemographicsegmentationDemographicsegmentationIndustry,companysize,locationIndustry,companysize,locationOperatingvariablesOperatingvariablesTechnology,usagestatus,Technology,usagestatus,customercapabilitiescustomercapabilitiesPurchasingapproachesPurchasingapproachesSituationalfactorsSituationalfactorsUrgency,specificapplication,Urgency,specificapplication,sizeofordersizeoforderPersonalcharacteristicsPersonalcharacteristicsBuyer-sellersimilarity,attitudesBuyer-sellersimilarity,attitudestowardrisk,loyaltytowardrisk,loyaltyTopicsTopics9MarketSegmentationSegmentingConsumerSegmentingConsumerMarketsMarketsSegmentingBusinessSegmentingBusinessMarketsMarketsSegmentingSegmentingInternationalMarketsInternationalMarketsRequirementsforRequirementsforEffectiveSegmentationEffectiveSegmentationGeographicsegmentationGeographicsegmentationLocationorregionLocationorregionEconomicfactorsEconomicfactorsPopulationincomeorlevelofPopulationincomeorlevelofeconomicdevelopmenteconomicdevelopmentPoliticalandlegalfactorsPoliticalandlegalfactorsType/stabilityofgovernment,Type/stabilityofgovernment,monetaryregulations,amountmonetaryregulations,amountofbureaucracy,etc.ofbureaucracy,etc.Cultural