營(yíng)銷(xiāo)細(xì)分與營(yíng)銷(xiāo)競(jìng)爭(zhēng)優(yōu)勢(shì)英文

LectureSixMarketingsegmentation,targeting,andpositioningforcompetitiveadvantageAtaglanceListanddiscussthemajorlevelsofmarketsegmentationandbasesforsegmentingconsumerandbusinessmarketsExplainhowcompaniesidentifyattractivemarketsegmentsandchooseamarket-coveragestrategyDiscusshowcompaniescanpositiontheirproductsformaximumcompetitiveadvantageinthemarketplaceStagesinMarketOrientationMassMarketingProduct-VarietyMarketingTargetMarketing1.IdentifyBasesforSegmentation2.DevelopProfilesofSegments3.DevelopMeasuresofAttractiveness4.SelectTargetSegment(s)5.DevelopPositioningforEachSegment6.DevelopMarketingMixforEachSegmentMarketPositioningMarkettargetingMarketSegmentationStepsinSegmentation,

Targeting,andPositioningSegmentationTheprocessofidentifyingspecificsegments–whethertheybecountrygroupsorindividualgroups—ofpotentialcustomerswithhomogeneousattributeswhoarelikelytoexhibitsimilarbuyingbehavior.LevelsofmarketingsegmentationMassmarketingSegmentmarketingNichemarketingMicro-marketingCompletesegmentationNosegmentationBasesforSegmenting

ConsumerMarketsCHARACTERISTICSDemographicGeographicBehaviorPsychographicsCharacteristicsGeographiclocation:PopulationbycountryPopn.byRegionPopn.byCitysizePopn.bySuburbsPopn.byDistrictsDemographics:GenderAgeIncomeOccupationMaritalstatusHouseholdsizeRaceReligionEducationlevelSocioeconomicstatusLifecyclestageBasesforidentifyinghomogenousgroupsofconsumersthataremeasurable,accessible,substantialand,actionableGeo-demographicsSegmentingBusinessMarketsBasesforSegmentingBusinessMarketsDemographicsPersonalCharacteristicsSituationalFactorsOperatingVariablesPurchasingApproachesSignode’sSegmentationVariablesProgrammedBuyersRelationshipBuyersTransactionBuyersBargainHuntersMoreProfitableLessProfitable12345678Single-factorsegmentation5643gender21AgefemalemalechildrenDouble-factorsegmentationyouthagedgenderIncomecareerThree-factorssegmentationManufacturerAautomobilescanningconstructionMovablehousepartsRawmaterialsmallmiddlelargehighlowmiddleusersapplicationUsersizepriceMulti-segmentationEffectiveSegmentationRequirementsforEffectiveSegmentationMeasurableSubstantialActionableAccessibleTargetingAsetofbuyerssharingcommonneedsorcharacteristicsthatthecompanydecidestoserve.EvaluatingMarketSegmentsSizeandGrowthStructuralAttractivenessCompanyObjectivesandResourcesMarketCoverageStrategiesSegment1Segment2Segment3CompanyMarketingMixSegment1Segment2Segment3CompanyMarketingMixCompanyMix1CompanyMix2CompanyMix3MarketA.UndifferentiatedMarketingB.DifferentiatedMarketingC.ConcentratedMarketingChoosingaMarket-CoverageStrategyFactorsAffectingStrategyDecisionsCompanyResourcesCompetitors’StrategiesMarketVariabilityProductVariabilityStageinLifeCyclePositioningThewaytheproductisdefinedbyconsumersonimportantattributes––theplacetheproductoccupiesinconsumers’’mindsrelativetocompetingproducts.ProductPositioningAgainstaCompetitorUsageOccasionsAwayfromCompetitorsProductAttributesProductClassBenefitsOfferedUsersBAEDCHGFPositioningforCompetitiveAdvantageProductServicePersonnelImageAreasforCompetitiveDifferentiationPromotingDifferencesCriteriaforDeterminingWhichDifferencestoPromoteAffordableSuperiorProfitablePreemptiveDistinctiveImportantCommun-icableQuality(high)(low)Price(high)(low)ABCDE1E2E3ProductpositioningHighpriceLowpriceNotrich(Lowinbutterfatcontent)Veryrich(Highinbutterfatcontent)I2regularI1SuperpremiumI4economyI3LowcalorieHighProductivityMarketinginnovationOncemarketshareisgained,differentiatedproductsaredevelopedlowhighSwissluxurywatchesSEIKOSWATCHFashion-basedlow-costproductionLow-costvolumeproductionLowDevelopingacompetitivepositioninthewatchindustrySource:Theessenceofmarketing,Simonmajaro,PrenticeHallEurope,1993CheapMappingofcigarettesintheGermanmarket(illustrationonly-positionsshownarenotnecessariSource:Theessenceofmarketing,Simonmajaro,PrenticeHallEurope,1993,P197LuxuryYoungOldLordB&HMarlboroughPrinceHBPeterStuyvesantCamelWestPossiblevaluepropositionsMoreThesameLessMoreThesameLessPriceBenefitsMoreformoreMoreforthesameMoreforlessThesameforlessLessformuchlessNextweekProductandservicesstrategyAssignment:Reviewingthelecture6Textbook(chapter7)Casestudy:enterpriserent-a-car:sellingthesream(287)gettinginformationandwritingtheoutletontheproductandservicesreategyTextbook(chapter8-9)謝謝12月月-2214:25:0114:2514:2512月月-2212月月-2214:2514:2514:25:0112月-2212月-2214:25:012022/12/3114:25:019、靜夜四四無(wú)鄰，，荒居舊舊業(yè)貧。。。12月-2212月-22Saturday,December31,202210、雨中黃黃葉樹(shù)，，燈下白白頭人。。。14:25:0214:25:0214:2512/31/20222:25:02PM11、以我獨(dú)沈沈久，愧君君相見(jiàn)頻。。。12月-2214:25:0214:25Dec-2231-Dec-2212、故人江海別別，幾度隔山山川。。14:25:0214:25:0214:25Saturday,December31,202213、乍乍見(jiàn)見(jiàn)翻翻疑疑夢(mèng)夢(mèng)，，相相悲悲各各問(wèn)問(wèn)年年。。。。12月月-2212月月-2214:25:0214:25:02December31,202214、他鄉(xiāng)生生白發(fā)，，舊國(guó)見(jiàn)見(jiàn)青山。。。31十十二月20222:25:02下午午14:25:0212月-2215、比比不不了了得得就就不不比比，，得得不不到到的的就就不不要要。。。。。十二二月月222:25下下午午12月月-2214:25December31,202216、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2022/12/3114:25:0214:25:0231December202217、做前前，能能夠環(huán)環(huán)視四四周；；做時(shí)時(shí)，你你只能能或者者最好好沿著著以腳腳為起起點(diǎn)的的射線線向前前。。。2:25:02下下午2:25下下午午14:25:0212月月-229、沒(méi)有失敗，，只有暫時(shí)停停止成功！。。12月-2212月-22Saturday,December31,202210、很很多多事事情情努努力力了了未未必必有有結(jié)結(jié)果果，，但但是是不不努努力力卻卻什什么么改改變變也也沒(méi)沒(méi)有有。。。。14:25:0214:25:0214:2512/31/20222:25:02PM11、成功功就是是日復(fù)復(fù)一日日那一一點(diǎn)點(diǎn)點(diǎn)小小小努力力的積積累。。。12月月-2214:25:0214:25Dec-2231-Dec-2212、世間成事，，不求其絕對(duì)對(duì)圓滿，留一一份不足，可可得無(wú)限完美美。。14:25:0214:25:0214:25Saturday,December31,202213、不知香積積寺，數(shù)里里入云峰。。。12月-2212月月-2214:25:0214:25:02December31,202214、意志志堅(jiān)強(qiáng)強(qiáng)的人人能把把世界界放在在手中中像泥泥塊一一樣任任意揉揉捏。。31十十二二月20222:25:02下下午14:25:0212月月-2215、楚楚塞塞三三湘湘接接，，荊荊門(mén)門(mén)九九派派通通。。。。。十二二月月222:25下下午午12月月-2214:25December31,202216、少年十五二二十時(shí)，步行行奪得胡馬騎騎。。2022/12/3114:25:0214:25:0231December202217、空山新雨雨后，天氣氣晚來(lái)秋。。。2:25:02下下午2:25下下午14:25:0212月-229、楊楊柳柳散散和和風(fēng)風(fēng)，，青青山山澹澹吾吾慮慮。。。。12月月-2212月月-22Saturday,December31,202210、閱讀讀一切切好書(shū)書(shū)如同同和過(guò)過(guò)去最最杰出出的人人談話話。14:25:0214:25:0214:2512/31/20222:25:02PM11、越是沒(méi)有本本領(lǐng)的就越加加自命不凡。。12月-2214:25:0214:25Dec-2231-Dec-2212、越越是是無(wú)無(wú)能能的的人人，，越