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Chapter 5: Target Markets

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

5.1 Targeted Marketing versus Mass Marketing

  • Mass Marketing: Trying to appeal to everyone, like selling plain bubble tea to anyone who walks by.
    • Benefit: You reach a lot of people.
  • Target Marketing: Focusing on specific groups of people, like teens or office workers.
    • Benefit: More personalized, making customers feel valued.

*5.2 How Markets Are Segmented

5.2.0 Definitions

Market Segmentation is the process of dividing a broad market into smaller, more defined groups of consumers with similar characteristics, needs, or behaviors.

5.2.1 Key Segmentation Bases

  • Geographic:
    Dividing the market by location (e.g., city, region, country).
  • Demographic:
    Based on age, gender, income, occupation, etc.
  • Psycho-graphic:
    Based on lifestyle, values, interests, or attitudes.
  • Behavioral:
    Focused on consumer behavior (e.g., usage, purchasing habits, loyalty).

5.2.2 Why segment markets?

  • Improves Customer Targeting:
    Tailoring products and marketing strategies to meet specific customer needs.
  • Efficient Resource Allocation:
    Helps companies spend time and money only on target groups.
  • Increases Customer Satisfaction and Loyalty:
    Meeting specific needs leads to happier customers.

5.3 Selecting Target Markets and Target Market Strategies

5.3.0 Definitions

  • Differentiation:
    Offering something unique that sets your product apart from competitors.
  • Positioning:
    The way a product is defined by consumers on key attributes.

5.3.1 Key Steps in Differentiation and Positioning Strategy

  1. Identify possible competitive advantages.
  2. Choose the right competitive advantages.
  3. Select an overall positioning strategy.
  4. Communicate and sustain the chosen position.

*5.3.2 Competitive Advantage

Competitive Advantage is an edge gained by offering greater value through either:

  • Competitive Advantage: Lower prices, OR Better benefits that justify higher prices.
  • **Key Differentiation Areas: ** Product, Services, Channels, People, or Image.

A good difference to promote must be:

  • Important: Solves a key problem.
  • Distinctive: Stands out.
  • Superior: Better than competitors.
  • Communicable: Easy to explain.
  • Preemptive: Hard to copy.
  • Affordable: Accessible to customers.
  • Profitable: Brings long-term gains.

5.3.3 Positioning Strategies

Proposition is the mix of benefits a brand uses to differentiate itself.

A positioning statement summarizes the company or brand’s position.

5.4 Positioning and Repositioning Offerings

5.4.0 Definitions

  • Positioning is how people think about a product compared to other similar products.
    It helps a product stand out and look special to customers.
  • Repositioning is changing how people think about a product.
    Companies do this to attract new customers or fit changing needs.

5.4.1 Key Steps

  1. Analyze the Market
    Identify key attributes (e.g., price and quality) that customers care about.
  2. Create a Perceptual Map
    Plot competitors and locate gaps in the market.
  3. Develop a Product Strategy
    Position a new product to fill the market gap.
    Write a catchy tag line that highlights its unique position.

是个例子

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