出口行销学ch5

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1、Chapter5:STPMarketing1.ChapterobjectivesKnowaboutdefininggenericmarketsandproductmarkets.Knowwhatmarketsegmentationisandhowtosegmentproduct-marketsintosubmarkets.Knowthedimensionsthatmaybeusefulforsegmentingmarkets.Knowthreeapproachestochoosingthetargetsegment.K

2、nowwhatpositioningis,andwhyitisuseful.Mainterms.2.STPmarketingSegmentingTargetingPositioning3.MarketingStrategyPlanningProcessCustomersCompanyCompetitorsS.W.O.T.Segmentation&TargetingDifferentiation&PositioningProductPlacePromoPriceNarrowingdowntofocusedstrategy

3、withscreeningcriteriaExternalMarketEnvironmentTargetMarket4.Whatisamarket?Market(p226):agroupofpotentialcustomerswithsimilarneedswhoarewillingtoexchangesomethingofvaluewithsellersofferingvariousgoodsand/orservices----thatis,waysofsatisfyingthoseneeds.Amarketdoe

4、snotfocusontheproduct.Amarketcanbebroadlydefinedornarrowlydefined.Abroadmarket-Transportationmarket(WhomightbeGeneralMotors’scompetitors?)Anarrowmarket–themarketforfive-passengermotorvehicleswithgasoline-poweredinternal-combustionengines(Canyouidentifythepotenti

5、alcustomers?)5.BroadenmarketdefinitionsBroadmarketdefinitions(p227),includingbothgenericmarketdefinitionsandproductmarketdefinitions,canhelpfirmsfindopportunities.Genericmarket(p227):amarketwithbroadlysimilarneeds–andsellersofferingvariousandoftendiversewaysofsa

6、tisfyingthoseneeds.Productmarket(p227):amarketwithverysimilarneeds---andsellersofferingvariousclose-substitutewaysofsatisfyingthoseneeds.GenericandProduct-MarketDefinitions(p229Exhibit8-2)GenericMarketDefinitionsProduct-MarketDefinitionsTomeetwhat:Customer(user)

7、needsForwhom:CustomertypesWhere:GeographicareaWhat:Producttype(goodand/orservice)+++Customerneeds:refertotheneedstheproducttypesatisfiesforthecustomer.Customertype:referstothefinalconsumeroruserofaproducttype.Geographicarea:iswhereafirmcompetes,orplanstocompete,

8、forcustomers.Producttype:describesthegoodsandservicesthatcustomerswants.Canyouidentifytheparts?Genericmarket:Securityforfamiliesintheworld.Productmarket:Homeowner’sin