阿姆斯特朗《市场营销学（第13版）》 课件 第 6 章 顾客驱动型营销战略：为目标顾客创造价值.pptx

Marketing:AnIntroductionThirteenthEditionChapter6CustomerValue-DrivenMarketingStrategy:CreatingValueforTargetCustomersCopyright?2017,2015,2013PearsonEducation,Inc.AllRightsReserved

LearningObjectives(1of4)6-1.Definethemajorstepsindesigningacustomervalue-drivenmarketingstrategy:marketsegmentation,targeting,differentiation,andpositioning6-2.Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.

LearningObjectives(2of4)6-3.Explainhowcompaniesidentifyattractivemarketsegmentsandchooseamarket-targetingstrategy.6-4.Discusshowcompaniesdifferentiateandpositiontheirproductsformaximumcompetitiveadvantage.

FirstStop:Dunkin’DonutsTargetingtheAverageJoeDunkin’DonutstargetseverydayJoeswhojustdon’tgetwhatStarbucksisallabout.

LearningObjective6-1Definethemajorstepsindesigningacustomervalue-drivenmarketingstrategy:marketsegmentation,targeting,differentiation,andpositioning.

Figure6.1-DesigningaCustomerValue-DrivenMarketStrategy

LearningObjective6-1SummaryCustomervalue-drivenmarketingstrategyIdentifyingwhichcustomerstoserveDeterminingavaluepropositionMarketsegmentationandmarkettargetingDifferentiatingthemarketofferingPositioninginthemindsoftargetcustomersRightrelationshipswiththerightcustomers

LearningObjective6-2Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.

Table6.1-MajorSegmentationVariablesforConsumerMarketsSegmentationVariableExamplesGeographicNations,regions,states,counties,cities,neighbourhoods,populationdensity(urban,suburban,rural),climateDemographicAge,life-cyclestage,gender,income,occupation,education,religion,ethnicity,generationPsychographicSocialclass,lifestyle,personalityBehavioralOccasions,benefits,userstatus,usagerate,loyaltystatus

GeographicandDemographicSegmentationGeographicsegmentation:Dividingamarketinto