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MarketSegmentationandTargetStrategy
Amarketconsistsofpeopleororganizationswithwants,moneytospend,,withinmostmarketsthebuyer',asinglemarketingprogramstartswithidentifyingthedifferencesthatexistwithinamarket,aprocesscalledmarketsegmentation,anddecidingwhichsegmentswillbepursuedadstargetmarkets.
Marketingsegmentationenablesacompanytomakemoreefficientuseofitsmarketingresources。Also,-product,mass—marketstrategy。However,ifthemarketiscorrectlysegmented,thebetterfitwithcustomers'needswillactuallyresultingreaterefficiency。
Thethreealternativestrategiesforselectingatargetmarketaremarketaggregation,singlesegment,andmultiplesegment。Market—aggregationstrategyinvolvesusingonemarketingmixtoreachamass,undifferentiatedmarket。Withasingle—segmentstrategy,acompanystillusesonlyonemarketingmix,-segmentstrategyentailsselectingtwoormoresegmentsanddevelopingaseparatemarketingmixtoreachsegment。
PositioningtheProduct
Management'sabilitytobringattentiontoaproductandtodifferentiateitinafavorablewayfromsimilarproductsgoesalongwaytowarddeterminingthatproduct',whichmeansdevelopingtheimagethataproductprojectsinrelationtocompetitiveproductsandtothefirm'sotherproducts.
Marketingexecutivescanchoosefromavarietyofpositioningstrategies。Sometimestheydecidetousemorethanoneforaparticularproduct。Hereareseveralmajorpositioningstrategies:
Forsomeproducts,。Tofendoffrivalmarkersof
microprocessors,IntelCorp。launchedacampaigntoconvincebuyersthatitsproductissuperiortocompetitors。Thecompanyevenpaidcomputermakerstoincludetheslogan,”IntelInside",CocaColaintroduces—,itkeepsaneyeonPepsi-Cola,beingsuretomatchanyclever,effectivemarketingmovesmadebyitsprimarycompetitor.
2。PositioninginRelationtoaProductClassorAttribute
Sometimesacompany’spositioningstrategyentailsassociatingitsproductwith
ordistancingitfrom)aproductclassorattributes。Somecompaniestrytoplace
theirproductsinadesirableclass,suchas”Made。”inInthetheUSAwordsofone
consultant,"Thereisastrongemotionalappealwhenyousay,’MadeintheUSA’".Thusasmallsportswearmanufacturer,BostonPreparatoryCo。isusingthispositioningstrategytoseekanedgeoverlargecompetitorssuchasCalvinKleinandTommyHilfiger,whichdon’tproducealloftheirproductsinthe。US..
3。PositioningbyPriceandQuality
Certainproducerandretailersareknownfortheirhigh-,SakeFifthAvenueandNeimanMarcusarepositionedatoneendoftheprice—’renotsaying,however,thatdiscountersignorequality;rather,theystresslowprices。Penney'stired—andforthemostpartsucceededin—repositioningitsstoresontheprice—qualitycontinuumbyupgradingapparellinesandstressingdesignernames。
Thewordbrandsiscomprehensive;itencompassesothernarrowerterms。Abrandisanameand/ormarkintendedtoidentifytheproductofonesellerorgroupofsellersanddifferentiatetheproductfromcompetingproducts.
Abrandnameconsistsofwords,letters,and/,design,,Coors,andriderforRalphLauren'sPoloBrand。GreenGiant(cannedandfrozenvegetableproducts)andArm
Hammer(bakingsoda)arebothbrandnamesandbrandmarks。
,asmanypeoplebelieve,butalsothebrandname。TheLanhamActof1946permitsfirmstoregistertrademarks
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withthefederalgovernmenttoprotectthemfromuseormisusebyothercompanies。TheTrademarkLawRevisionAct,whichtookeffectin1989,.
Forsellers,brandscanbepromoted。Theyareeasilyrecognizedwhendisplayedinastoreorincludedinadvertising。,brandingreducesthelikelihoodofpurchasedecisionbasedsolelyonprice。,brandingcandifferentiatecommodities(Sunkistoranges,Mortonsalt,andDominosugar,forexample).
Pricing
Pricingisadynamicprocess,.
。Thecompanycandecideononeofseveralprice—,itcanpracticemarket-skimmingpricingbyinitiallysettinghighpricesto”skim".
Companiesapplyavarietyofprice-adjustmentstrategiestoaccountfordifferencesinconsumersegmentsandsituations。Oneisdiscountandallowancepricing,wherebythecompanydecidesonquantity,functional,orseasonaldiscounts,,wherethecompanysellersaproductattwoormorepricestoallowfordifferencesincustomers,products,,andusepsychologicalpricingtocommunicateabouttheproduct',companiestemporarilyselltheirproductbellowlistpriceasaspecial—eventtodrawmorecustomers,sometimesevensellingbelowcost。Withvaluepricing,,
wherebythecompanydecideshowtopricedistantcustomers,choosingfromalternativeasFOBpricing,uniformdeliveredpricing,zonepricing,basing—point
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pricing,andfreight—,internationalpricingmeansthatthecompanyadjustsitspricetomeetdifferentworldmarkets.
DistributionChannels
Mostproducersuseintermediariestobringtheirproductstomarket。Theytrytoforgeadistributionchannel—asetofinterdependentorganizationsinvolvedintheprocessofmarkingaproductorserviceavailableforuseorconsumptionbytheconsumersorbusinessuser.
Whydoproducersgivesomeofthesellingjobtointermediaries?Afterall,。Throughtheircontacts,experience,specialization,andscalesofoperation,intermediariesusuallyofferthefirmmovevaluethanitcanachieveonitsownefforts。
Adistributionchannelmovesgoodsfromproducerstocustomers。Itovercomesthemajortime,place,:
。
.
:findingandcommunicatingwithprospectivebuyers.
:fittingtheoffertothebuyer'sneeds,includingsuchactivitiesas
manufacturingandpackaging。
:reachinganagreementonpriceandothertermsoftheoffersothatownershiporpossessioncanbetransferred。Otherhelptofulfillthecompletedtransferred。
。
2。Financing。
:assumingtheriskofcarryingoutthechannelwork。Thequestionisnotwhetherthesefunctionsneedtobeperformed,butratherwhoistoperformthem。Allthefunctionshavethreethingsincommon:Theyuseupscarceresource,theyoftencanbeperformedbetterthroughspecialization,,itscostsgoupanditspriceshavetobehigher。Atthesametime,
whensomeofthesefunctionsareshiftedtointermediaries,theproducer'scostsandpricesmaybe
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lower,,thevariousfunctionsshouldbeassignedtothechannelmemberswhocanperformthemmostefficientlyandeffectivelytoprovidesatisfactoryassortmentsofgoodstotargetconsumers.
,theyarepartofeverychannel.
Whenselectingintermediaries,thecompanyshoulddeterminewhatcharacteristicsdistinguishthebetterones。Itwillwanttoevaluatethethechannelmember'syearsinbusiness,otherlinescarried,growthandprofitrecord,co-operativeness,,thecompanywillwanttoevaluatethenumberandcharacteroftheotherlinescarried,,thecompanywillwanttoevaluatethestore’customers,location,andfuturegrowthpotential。
Understandingthenatureofdistributionchannelsisimportant,aschoosingamongdistributionchannelsisoneofthemostchallengingdecisionsfacingthefirm。。Distributionchannelscanbedescribedbythenumberofchannellevels,whichcanincludenointermediariesinadirectchannel,oronetoseveralintermediariesinindirectchannels。
Promotion
Promotionisoneofthefourmajorelementsofthecompany'——advertising,salespromotion,publicrelations,andpersonalselling——worktogethertoachievethecompany’scommunications
objectives。
Peopleatalllevelsoftheorganizationmustbeawareof
themanylegaland
workisrequiredto
producesociallyresponsiblemarketingcommunicating
inadvertising,personal
selling,anddirectselling。Companiesmustwork
hard
andproactivelyat
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communicatingopenly,honestly,andagreeablywiththeircustomersandresellers。
市场营销策略
一、市场细分和目标市场策略
拥有需求,拥有购买能力并愿意开支的个体或组织组成了市场。但是,在大多数市场中,购买者的需求不一致。因此,对整个市场采用单一的营销计划可能不会成功。一个合理的营销计划应以区分市场中存在的差别为起点,这一过程被称为市场细分,它还包括将何种细分市场作为目标市场。
市场细分使企业能更加有效地利用其营销资源。而且,,其以致了比单一产品、,若是市场细分合适的话,更加吻合花销者的需求,实质大将生产更高的效率。
确定目标市场有三种可供选择的策略,它们是一致市场、单一细分市场和多重细分市场。一致市场策略即采用一种营销组适用到一个整体的、无差别的市场中去。采用单一细分市场策略,企业依旧仅有一种营销组合,,而且每个细分市场分别采用一种单独的营销组合.
二、产品定位
管理者将注意力集中于一种品牌,并以合适的方式将其与近似的品牌相区分,但这其实不意味着该品牌就必然能够最后盈余。因此,管理者需要进行定位,即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。
市场营销人员能够从各种定位策略中加以选择。有时,他们决定对某一特定产品采用一种以上的策略。以下是几种主要的定位策略:
1。与竞争者相关的定位
对一些产品来说,最正确的定位是直接针对竞争对手。,
,让它们在自己的广告中带上“IntelInside”标志。作为市
场领导者,,它亲近凝望
百事可乐企业,以保证对主要竞争对手的任何一次巧妙、有效的营销举措采用相
应的对策。
2。与产品种类和属性相关的定位
有时,企业的定位策略有必要将自己的产品与其种类和属性相联系(或相
差别)。一些企业全力将其产品定位在希望的种类中,如“美国制造”。用一句某
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