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GUQ/Marketing/Chapter5.md

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+# Chapter 5: Target Markets
+
+目标人群是根据需求划分的、选择目标人群、满足目标的需求
+
+## 5.1 Targeted Marketing versus Mass Marketing
+
+-   **Mass Marketing:** Trying to appeal to *everyone*, like selling plain bubble tea to anyone who walks by.
+    -   **Benefit:** You reach a lot of people.
+-   **Target Marketing:** Focusing on specific groups of people, like teens or office workers.
+    -   **Benefit:** More personalized, making customers feel valued.
+
+## \*5.2 How Markets Are Segmented
+
+### 5.2.0 Definitions
+
+*Market Segmentation* is the process of **dividing a broad market into smaller**, more defined **groups of consumers** with **similar characteristics, needs, or behaviors**.
+
+### 5.2.1 Key Segmentation Bases
+
+-   **Geographic**: 
+    Dividing the market by location (e.g., city, region, country).
+-   **Demographic**: 
+    Based on age, gender, income, occupation, etc.
+-   **Psycho-graphic**: 
+    Based on lifestyle, values, interests, or attitudes.
+-   **Behavioral**: 
+    Focused on consumer behavior (e.g., usage, purchasing habits, loyalty).
+
+### 5.2.2 Why segment markets?
+
+-   **Improves Customer Targeting**: 
+    Tailoring products and marketing strategies to meet specific customer needs.
+-   **Efficient Resource Allocation**: 
+    Helps companies spend time and money only on target groups.
+-   **Increases Customer Satisfaction and Loyalty**: 
+    Meeting specific needs leads to happier customers.
+
+## 5.3 Selecting Target Markets and Target Market Strategies
+
+### 5.3.0 Definitions
+
+-   **Differentiation:**
+     Offering **something unique** that sets your product apart from competitors.
+-   **Positioning:**
+     The way a product is defined by consumers on **key attributes**.
+
+### 5.3.1 **Key Steps** in Differentiation and Positioning Strategy
+
+1.   Identify possible **competitive advantages**.
+2.   Choose the **right competitive advantages**.
+3.   Select an overall positioning **strategy**.
+4.   **Communicate and sustain** the chosen position.
+
+### \*5.3.2 Competitive Advantage
+
+*Competitive Advantage* is an edge gained by **offering greater value** through either:
+
+-   **Competitive Advantage**:  **Lower prices**, OR **Better benefits** that justify higher prices.
+-   **Key Differentiation Areas: ** Product, Services, Channels, People, or Image.
+
+A good **difference to promote** must be:
+
+-   **Important**: Solves a key problem.
+-   **Distinctive**: Stands out.
+-   **Superior**: Better than competitors.
+-   **Communicable**: Easy to explain.
+-   **Preemptive**: Hard to copy.
+-   **Affordable**: Accessible to customers.
+-   **Profitable**: Brings long-term gains.
+
+### 5.3.3 Positioning Strategies
+
+*Proposition* is the mix of **benefits** a brand uses to **differentiate itself**.
+
+A **positioning statement** summarizes the company or brand’s position. 
+
+## 5.4 Positioning and Repositioning Offerings
+
+### 5.4.0 Definitions
+
+-   **Positioning** is how people think about a product compared to other similar products.
+    It helps a product stand out and look special to customers.
+-   **Repositioning** is changing how people think about a product.
+    Companies do this to **attract new customers or fit changing needs**.
+
+### 5.4.1 Key Steps
+
+1.   **Analyze the Market**
+     Identify key attributes (e.g., price and quality) that customers care about.
+2.   **Create a Perceptual Map**
+     Plot competitors and locate gaps in the market.
+3.   **Develop a Product Strategy**
+     Position a new product to fill the market gap.
+     Write a catchy tag line that highlights its unique position.
+
+是个例子
+
+![图片](./assets/%E5%9B%BE%E7%89%87.png)