销售：管理有利润的客户关系8.ppt

1、Segmentation,Targeting,and Positioning:Building the Right Relationships with the Right CustomersChapter 8ObjectivesBe able to define the three steps of target marketing:market segmentation,target marketing,and market positioning.Understand the major bases for segmenting consumer and business markets

2、.1ObjectivesKnow how companies identify attractive market segments and how they choose a target marketing strategy.Comprehend how companies position their products for maximum competitive advantage.2Sells multiple brands Sells multiple brands Sells multiple brands Sells multiple brands within the sa

3、me within the same within the same within the same product category for a product category for a product category for a product category for a variety of productsvariety of productsvariety of productsvariety of productsBrands feature a Brands feature a Brands feature a Brands feature a different mix

4、 of different mix of different mix of different mix of benefits and appeal to benefits and appeal to benefits and appeal to benefits and appeal to different segmentsdifferent segmentsdifferent segmentsdifferent segments Has also identified Has also identified Has also identified Has also identified

5、different niches different niches different niches different niches withinwithinwithinwithin certain segments certain segments certain segments certain segments Product modifications Product modifications Product modifications Product modifications are useful:Tide offers are useful:Tide offers are u

6、seful:Tide offers are useful:Tide offers seven different seven different seven different seven different product formulations product formulations product formulations product formulations to serve different to serve different to serve different to serve different niches needsniches needsniches need

7、sniches needsProcter&GambleCase Study3DefinitionMarket Segmentation:Dividing a market into distinct groups with distinct needs,characteristics,or behavior who might require separate products or marketing mixes.4Market SegmentationSegmenting Consumer Segmenting Consumer MarketsMarketsSegmenting Busin

8、ess Segmenting Business MarketsMarketsSegmenting Segmenting International MarketsInternational MarketsRequirements for Requirements for Effective SegmentationEffective Segmentation Geographical segmentationGeographical segmentation Marketing mixes are Marketing mixes are customized geographicallycus

9、tomized geographically Demographic segmentationDemographic segmentation Most popular segmentationMost popular segmentation Demographics are closely Demographics are closely related to needs,wants and related to needs,wants and usage ratesusage rates Psychographic Psychographic segmentationsegmentati

10、on Lifestyle,social class,and Lifestyle,social class,and personality-based segmentationpersonality-based segmentation Behavioral segmentationBehavioral segmentation Typically done firstTypically done firstTopics Topics 5Geographic Segmentation VariablesMarket SegmentationWorld Region or CountryU.S.r

11、egionStateCityNeighborhoodCity or Metro SizeDensityClimate6Demographic Segmentation VariablesMarket SegmentationAgeAgeGenderGenderFamily sizeFamily sizeFamily life cycleFamily life cycleIncomeIncomeOccupationOccupationEducationEducationReligionReligionRaceRaceGenerationGenerationNationalityNationali

12、ty7Behavioral Segmentation VariablesMarket SegmentationOccasionsBenefitsUser StatusUser RatesLoyalty StatusReadiness StageAttitude Toward the Product8Market SegmentationSegmenting Consumer Segmenting Consumer MarketsMarketsSegmenting Business Segmenting Business MarketsMarketsSegmenting Segmenting I

13、nternational MarketsInternational MarketsRequirements for Requirements for Effective SegmentationEffective Segmentation Demographic segmentationDemographic segmentation Industry,company size,locationIndustry,company size,location Operating variablesOperating variables Technology,usage status,Technol

14、ogy,usage status,customer capabilitiescustomer capabilities Purchasing approachesPurchasing approaches Situational factorsSituational factors Urgency,specific application,Urgency,specific application,size of ordersize of order Personal characteristicsPersonal characteristics Buyer-seller similarity,

15、attitudes Buyer-seller similarity,attitudes toward risk,loyaltytoward risk,loyaltyTopics Topics 9Market SegmentationSegmenting Consumer Segmenting Consumer MarketsMarketsSegmenting Business Segmenting Business MarketsMarketsSegmenting Segmenting International MarketsInternational MarketsRequirements

16、 for Requirements for Effective SegmentationEffective Segmentation Geographic segmentationGeographic segmentation Location or regionLocation or region Economic factorsEconomic factors Population income or level of Population income or level of economic developmenteconomic development Political and legal factorsPolitical and legal factors Type/stability of government,Type/stability of government,monetary regulations,amount monetary regulations,amount of bureaucracy,etc.of bureaucracy,etc.Cultural