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