1、Marketing StrategyMarket Segmentation and Target StrategyA market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer needs are not identical.Therefore,a single marketing program starts with identifying the differences t

2、hat exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one

3、or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers needs will actually result in greater efficiency.The three

4、alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is d

5、irected at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment.Positioning the ProductManagements ability to bring attention to a product and to differentiate it in a favorable way from simil

6、ar products goes a long way toward determining that products revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firms other products.Marketing executives can choose from a variety of position

7、ing strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:1.Positioning in Relation to a competitorFor some products,the best position is directly against the competition.This strategy is especially suitable for a firm that alrea

8、dy has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intel Corp.launched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,Intel Inside in thei

9、r ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match any clever,effective marketing moves made by its primary competitor.2.Positioning in Relation to a Product Class or Attribute Sometime

10、s a companys positioning strategy entails associating its product with(or distancing it from)a product class or attributes.Some companies try to place their products in a desirable class,such asMade in the USA.In the words of one consultant,There is a strong emotional appeal when you say,Made in the

11、 USA.Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which dont produce all of their products in the U.S.3.Positioning by Price and QualityCertain producer and retailers are k

12、nown for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-quality continuum.Discount stores such as Target and Kmart are at the other.Were not saying,however,that discounters ignore quality;rather, they stre

13、ss low prices.Penneys tiredand for the most part succeeded inrepositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrower terms.A brand is a name and/or mark intended to identify the pro

14、duct of one seller or group of sellers and differentiate the product from competing products. A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark

15、is recognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Laurens Polo Brand.Green Giant(canned and frozen vegetable products)and Arm&Hammer(baking soda)are both brand names and brand marks.A trademark is a brand that has been adopted by a

16、 seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law Revision Act,

17、which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms. For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that nee

18、ds to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand also influences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities(Sunkist oranges,

19、Morton salt,and Domino sugar,for example).PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.Pricing strategies usually change as a product passes

20、 through its life cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting h

21、igh prices toskimthe maximum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situatio

22、ns.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented pricing, where the company sellers a product at two or more prices to allow for differences in customers, products, or loca

23、tions. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about the products quality or value.In promotional pricing,companies temporarily sell their product bellow list price as a special-event to draw more customers,sometimes ev

24、en selling below cost.With value pricing, the company offers just the night combination of quality and good service at a fair price. Another approach is geographical pricing, whereby the company decides how to price distant customers, choosing from alternative as FOB pricing,uniform delivered pricin

25、g, zone pricing, basing-point pricing, and freight-absorption pricing. Finally, international pricing means that the company adjusts its price to meet different world markets.Distribution ChannelsMost producers use intermediaries to bring their products to market.They try to forge a distribution cha

26、nnela set of interdependent organizations involved in the process of marking a product or service available for use or consumption by the consumers or business user.Why do producers give some of the selling job to intermediaries?After all,doing so means giving up some control over how and to whom th

27、e products are sold.The use of intermediaries results from their greater efficiency in marking goods available to target markets.Through their contacts, experience, specialization, and scales of operation,intermediaries usually offer the firm move value than it can achieve on its own efforts.A distr

28、ibution channel moves goods from producers to customers.It overcomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to complete transactions:1.Information.2.Promotion.3.Cont

29、act:finding and communicating with prospective buyers.4.Matching:fitting the offer to the buyers needs, including such activities as manufacturing and packaging.5.Negotiation:reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to

30、fulfill the completed transferred.1.Transporting and storing goods.2.Financing.3.Risk taking:assuming the risk of carrying out the channel work.The question is not whether these functions need to be performed, but rather who is to perform them. All the functions have three things in common:They use

31、up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these functions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to i

32、ntermediaries, the producers costs and prices may be lower, but the intermediaries must charge more to cover the costs of their work. In dividing the work of the channel, the various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide

33、satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channel levels involved. Each layer of marketing intermediaries that performs some work in brining the product and its ownership closer to the final buyer is a channel level. Because the pro

34、ducer and the final consumer both perform some work, they are part of every channel.When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate the the channel members years in business, other lines carried, growth and profit

35、 record, co-operativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of the other lines carried, and the size and quality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution,

36、 the company will want to evaluate the stores customers, location, and future growth potential.Understanding the nature of distribution channels is important, as choosing among distribution channels is one of the most challenging decisions facing the firm. Marketing intermediaries are used because t

37、hey provide greater efficiency in marking goods available to target markets. The key distribution channel function is moving goods from producers to consumers by helping to complete transactions and fulfill the completed transaction. Distribution channels can be described by the number of channel le

38、vels, which can include no intermediaries in a direct channel, or one to several intermediaries in indirect channels.Promotion Promotion is one of the four major elements of the companys marketing mix. The main promotion toolsadvertising, sales promotion, public relations, and personal sellingwork t

39、ogether to achieve the companys communications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surrounding marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling,

40、and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers. 市場營銷策略一、市場細分和目標市場策略具有需求，具有購買能力并愿意花銷的個體或組織構(gòu)成了市場。然而，在大多數(shù)市場中，購買者的需求不一致。因此，對整個市場采用單一的營銷計劃可能不會成功。一個合理的營銷計劃應(yīng)以區(qū)分市場中存在的差異為起點，這一過程被稱為市場細分，它還包括將何種細分市場作為目標市場。市場細分使公司

41、能更加有效地利用其營銷資源。而且，也使得小公司可以通過集中在一兩個細分上場上有效地參與競爭。市場細分的明顯缺點是，其導(dǎo)致了比單一產(chǎn)品、單一大市場策略更高的生產(chǎn)和營銷成本。但是，如果市場細分得當?shù)脑?，更加符合消費者的需求，實際上將生產(chǎn)更高的效率。確定目標市場有三種可供選擇的策略，它們是統(tǒng)一市場、單一細分市場和多重細分市場。統(tǒng)一市場策略即采取一種營銷組合用到一個整體的、無差異的市場中去。采取單一細分市場策略，公司仍然僅有一種營銷組合，但它只用在整個市場的一個細分市場中。多重細分市場策略需要選擇兩個或更多的細分市場，并且每個細分市場分別采用一種單獨的營銷組合。二、產(chǎn)品定位管理者將注意力集中于一種品牌

42、，并以恰當?shù)姆绞綄⑵渑c類似的品牌相區(qū)分，但這并不意味著該品牌就一定能夠最后贏利。因此，管理者需要進行定位，即塑造與競爭品牌和競爭對手的其他品牌相關(guān)的自我品牌形象。市場營銷人員可以從各種定位策略中加以選擇。有時，他們決定對某一特定產(chǎn)品采用一種以上的策略。以下是幾種主要的定位策略：1.與競爭者相關(guān)的定位對一些產(chǎn)品來說，最佳的定位是直接針對競爭對手。該策略特別適用于已經(jīng)具有固定的差別優(yōu)勢或試圖強化這種優(yōu)勢的廠商。為排擠微處理器的競爭對手，Intel公司開展了一項活動使用戶確信它的產(chǎn)品優(yōu)于競爭對手的產(chǎn)品。公司甚至為電腦制造商出錢，讓它們在自己的廣告中帶上“Intel Inside”標志。作為市場領(lǐng)導(dǎo)者

43、，可口可樂公司推出新產(chǎn)品并實施其市場營銷策略。同時，它密切注視百事可樂公司，以確保對主要競爭對手的任何一次巧妙、有效的營銷舉措采取相應(yīng)的對策。2.與產(chǎn)品類別和屬性相關(guān)的定位有時候，公司的定位策略有必要將自己的產(chǎn)品與其類別和屬性相聯(lián)系（或相區(qū)別）。一些公司盡力將其產(chǎn)品定位在期望的類別中，如“美國制造”。用一句某顧問的話來說，“當你說美國制造的時候，有一種強烈的感情因素在吸引著你”。因此，一家名為Boston Preparatory的規(guī)模不大的運動服制造商正在運用這種定位策略，以期勝過那些并非所有產(chǎn)品都在美國制造的勢力強大的競爭對手如Calvin Kiein和Tommy Hilfiger。3.通過

44、價格和質(zhì)量定位某些生產(chǎn)者和零售商因其高質(zhì)量和高價格而聞名。在零售行業(yè)，Saks Fifth Avenue和Neiman Marcus公司正是定位于該價格質(zhì)量策略的。折扣店Target Kmart則是定位于該策略的反面。我們不是說折扣商店忽視質(zhì)量，而是說它們更加強調(diào)低廉的價格。Pennys公司努力并且大多獲得了成功通過升級高級服裝線和強調(diào)設(shè)計者的名字將其商店定位于價格質(zhì)量策略上。“品牌”一詞是個綜合性的概念，它包含其他更狹義的理解。品牌即一個名稱和（或）標志，用以識別一個銷售者或銷售集團的產(chǎn)品，并將之與競爭產(chǎn)品相區(qū)別。品牌名稱由能夠發(fā)音的單詞、字母和(或)數(shù)字組成。品牌標志是品牌的一部分，它以符

45、號、圖案或醒目的顏色、字體的形式出現(xiàn)。品牌標志通過視覺識別，但當人們僅僅讀出品牌名稱的時候，品牌標志并不能夠被表達出來。Crest、Coors、Gillette都是品牌名稱。AT&T由醒目的線條構(gòu)成的地球以及Ralph Laurens Polo的馬和騎手是品牌標志，而Green Giant（罐裝冷凍菜蔬產(chǎn)品）和Arm&Hammer（面包蘇打）既是品牌名稱又是品牌標志。商標是銷售者已經(jīng)采用并且受到法律保護的品牌。商標不僅包括品牌標志，如許多人所認為的那樣，也包括品牌名稱。1946年的The Lanham Art法案允許廠商向聯(lián)邦政府注冊商標，以保護它們免受其他廠商的使用或誤用。1989年生效的商

46、標法修訂案（The Trademark Law Revision Act）旨在健全注冊系統(tǒng)以維護美國廠商的利益。對于銷售者來說，品牌可以被推廣。當他們陳列于商店或出現(xiàn)在廣告中時很容易被認出。品牌化減少了價格比較。因為在比較不同產(chǎn)品時，品牌是有必要考慮的另一因素，所以品牌化減少了僅僅依靠價格便作出購買決定的可能。品牌的知名度還會影響到購買服務(wù)和消費品的消費者的忠誠度。最后，品牌化可以區(qū)別商品（例如Sunkist牌鮮橙、 Morton牌食鹽以及 Domino牌食糖）。三、定價定價是一個動態(tài)的過程，公司會為其所有產(chǎn)品設(shè)計一個定價結(jié)構(gòu)。隨著時間的推移，公司會改變價格結(jié)構(gòu)，并將之調(diào)整到適應(yīng)不同的消費者和形勢的狀態(tài)。公司應(yīng)采用多樣的價格調(diào)整策略來適應(yīng)消費群體和具體情況的差別。一個是折扣和折讓定價，及公司依批量