Customer-Driven Marketing Strategy 顾客驱动型营销战略

Segmenting Consumer Markets
1.geographic segmentation 2.demographic segmentation 3.psychographic segmentation 4.behavioral segmentation
Geographic segmentation
Possible Value propositions
Price
More
More for more
More for the same
More for the less
The same
The same for less
Less for much less
Less
More
The same
Less
China is the most populous country in the world, the world's secondlargest country in demand for milk powder .It is a big potential market
Demographic segmentation
The after 80 are
receptive to new brands and have purchasing power.
Segmenting Business Markets Segmenting International Markets
_Forming segments of
Creating value for target customers
Contents
Market segmentation
Market targeting
Differentiation Positioning
Marቤተ መጻሕፍቲ ባይዱet segmentation
Dividing a market
into smaller groups with distinct needs , characteristics ,or behaviors that might require separate marketing strategies or mixes.
consumers who have similar needs and buying behavior even though they are located in different countries.
Market Targeting
Undifferen tiated market
Differenti ated(segm ented) marketing
Concentra ted(niche) marketing
Micromar keting(loc al or individual) marketing
Differentiation and Positioning
Product position --The way the product is defined by consumers on important attributes –the place the product occupies in consumers mind relative to competing products.