網網網網 網網網 D-1 Segmentation, Targeting, and Positioning (STP) Strategies 網網網網: Judy Strauss, Adel I. El- Ansary, and Raymond Frost, E- Marketing, Prentice Hall, 2006. Chap 8: Segmentation and Targeting Strategies. Chapter 9: Differentiation and Positioning Strategies.
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網路行銷 楊子青 D-1 Segmentation, Targeting, and Positioning (STP) Strategies 參考資料: Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice.
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網路行銷 楊子青 D-1
Segmentation, Targeting, and Positioning (STP) Strategies
參考資料: Judy Strauss, Adel I. El-Ansary, and Raymond
Frost, E-Marketing, Prentice Hall, 2006. Chap 8: Segmentation and Targeting Strategies. Chapter 9: Differentiation and Positioning
Strategies.
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Link E-Business with E-Marketing Strategy
E-marketing strategic planning occurs in two highly interrelated tiers:
Segmentation
Targeting
Value
Positioning
Differentiation
CommunicationDistribution
OfferE-Marketing Strategy
Tier 1 tasks
Tier 2 tasks
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目標行銷: STP 三步驟 Marketing Segmentation 市場區隔
the process of aggregating individuals or businesses along similar characteristics that pertain ( 關於 ) to the use, consumption, or benefits of a product or service.
Targeting 目標區隔選擇 the process of selecting the market segments that are
most attractive to the firm Positioning 產品定位
針對選定的目標市場,尋求、發展、傳達定位概念
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Overview Market Segmentation Bases and Variables
Geographic Segments Demographic Segments: The MyKindaPlace Story Psychographic Segments Behavior Segments
Targeting Online Customers Four Targeting Strategies Targeting Communities on the Internet
Differentiation: The J.Peterman Story Positioning
Bases for Positioning Repositioning ( 重新定位 ) on the Web
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1. Market Segmentation Bases and Variables
Traditional marketers can base their segmentation of consumer markets on:
Bases Geographics Demographics
Psychographics Behavior
Identifying /ProfilingVariableExamples
CityCountyStateRegionCountry
AgeIncomeGenderEducationEthnicity
ActivitiesInterestsOpinionsPersonalityValues
Benefits soughtUsage level Brand loyaltyUser status
地理統計變數 人口統計變數 心理統計變數 行為變數
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1.1 Geographic Segments Geographic location of computers:
is not important to users accessing Web sites. but it is very important with an Internet
presence. E.g. 靜宜大學網頁提供中、英文版本
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地方新聞
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Geographic Segments Most firms target specific cities, regions,
states, or countries with their product offerings. reach only customers in countries where it
distributes products. only sell to geographic areas where they can
provide customer service.
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面交地點
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1.2 Demographic Segments (1) Occupation ( 職業 )
Fast growing occupational groups in the U.S.: Blue-collar workers ( 藍領工人 ) Homemakers ( 家庭主婦 ) Salespeople
(2) Teens and Children Spread the news through online word of mouth ( 口耳相傳 ). One big problem = payment.
(3) Disabled ( 殘障者 ) “The Internet’s next niche”: Spend 20 more hours a week online
than other Internet users. But this segment tends to have low incomes.
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The MyKindaPlace Story MyKindaPlace
Target to teenage (11-18 years old) girls. The site sports bright pink, blue, and purple colors. Age-appropriate language: link names on the site are labeled:
Internal evaluations about people, products, and objects, Either positive or negative, Technographics (Attitudes Toward Technology)
Determine if a person is optimistic ( 樂觀 ) or pessimistic ( 悲觀恐懼 ) toward technology
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Google TV: TV. Web. Or. Both.
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Google TV: TV meet search engine.
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Google TV: personal
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Google TV: Remote Control
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1.4 Behavior Segments Two behavioral segmentation variables are:
Benefit segmentation ( 利益區隔 ) : based on the benefits consumers desire from the product.
“70% of online shoppers can be segmented into two groups: Bargain hunters, and Convenience shoppers.
Product usage ( 產品使用 ) Light, medium and heavy product usage. Brand loyal, loyal to the competitive product,
switchers (who don’t care which brand they use), and nonusers of the product.
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省油
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NISSAN TIIDA 大玩魔術空間
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Nissan 的新產品:100 %的電動車 LEAF → 環保
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2. Targeting Online Customers Marketers must select the best potential
segments for targeting: Consider findings from the SWOT analysis
Look for the best fit between the market environment and the firm’s expertise and resources.
To be attractive, an online segment must be accessible through the Internet, sizable, growing, and hold great potential for profit.
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2.1 Four Targeting Strategies
(1) Mass marketing ( 大量行銷 ) Undifferentiated targeting ( 無差異化行銷 ) Offers one marketing mix for the entire market.
市場 行銷組合
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Four Targeting Strategies
(2) Multi-segment marketing ( 區隔化行銷 ) Selects two or more segments and designs
marketing mix strategies specifically for each.
市場區隔一 行銷組合一
市場區隔二 行銷組合二
市場區隔三 行銷組合三
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中廣
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靜宜資管專業學程
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Four Targeting Strategies
(3) Niche marketing ( 利基行銷 ) Selects one segment and develops one or more
marketing mixs to meet the needs of that segment.
市場區隔一
市場區隔二 行銷組合
市場區隔三
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好家庭連播網
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Four Targeting Strategies
(4) Individualized targeting ( 個人化行銷 ) The Internet’s big promise: giving individual
consumers exactly what they want at the right time and place.
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2.2 Targeting Communities on the Internet
People join communities because: 44.8% with people who share their hobbies; 31.5% with other professionals; 27.2% with family members;
Targeting can be achieved by building community through: chat rooms, discussion groups, bulletin boards, and
online events. Motivation
value received in both information and social bonding.
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Targeting Communities on the Internet
Web sites encourage users to return again and again and see what their cyber friends are discussing and doing online. In discussion groups, users feel part of the site
by posting their own information and responding to other users.
Amazon.com allows users to write their own book reviews and read the reviews of others.
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BabyHome :寶寶話題
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3. Differentiation Differentiation is what a company does to
the product. The process of adding a set of meaningful and
valued differences to distinguish the company’s offering from competitors’ offerings.
“A company can differentiate its market offering along five dimensions: product, services, personnel, channel, and image.”
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Internet-Specific Differentiation Strategies
1. Site Environment 2. Tangibilize (可見化 ) the
Intangible
3. Trust
Look and feel of site User friendly Accurate portrayal (精確描
述 ) of company and product
3-D images Trial downloads Customer reviews
Clearly state privacy policy
Use encryption for secure transactions
4. Efficiency and Timeliness (及時 )
5. Pricing 6. CRM
Deliver what is promised to customers
Deliver in a timely manner
Be aware of competitor pricing
Potential customer savings
Customer tracking Customer-driven
personalization and convenience
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The J.Peterman Story http://www.jpeterman.com
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The J.Peterman Story J.Peterman
A classic example of successfully combining clever differentiation with powerful positioning.
J.Peterman’s statement of philosophy: People want things that are hard to find. Things that have romance ( 羅曼蒂克 ), but a factual
( 有事實根據的 ) romance, about them. Clearly, people want things that make their lives the
way they with they were.
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The J.Peterman Story
Every clothing and accessory ( 配件 ) item offered comes: with a narrative ( 故事 ) setting the stage in the
customer’s mind for romantic travel.
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Product Example of J.Peterman I always wanted to cross the Sahara ( 撒哈拉沙漠 ), and the Gobi ( 戈壁 ), by foot. But I didn’t. I did not swim the Hellespont ( 海峽名 ). Didn’t ascend Mont Blanc ( 白朗峰 ). Didn‘t read all the books I had to read. Didn’t spend even one night at Shepheard‘s Hotel in Cairo ( 開羅 ). Not one. Shepheard‘s burned ( 燒毀 ) to the ground before I could afford to check in. That night, it became my code word for everything unobtained, undone. In case there are a few things in your life you wanted but didn‘t get, I offer as consolation( 慰藉 ). The Impossibly-Perfect-Night-at-Shepheard's-Hotel-in-Cairo Bath robe( 長袍 ).
Shepheard‘s Hotel Robe (No. 1148), for men and women.Sizes: XS, S, M, L, XL, XXL.
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4. Positioning The process of creating a desired image for
a company and its products in the minds of a chosen user segment. Concerns brands, the company itself, or
individual products. The concept is simple: To be successful, a
company must: Differentiate itself and its products from all
other competitors.
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4.1 Bases for Positioning Firms can position on the basis of:
Product or service attributes (“the smallest cell phone”),
High-tech image (“our cell phones handle e-mail”), Benefits (“fits in your pocket”), User categories (“best cell phone for college students”), Comparison with competitors (“our phone is less
expensive than the Nokia”), Take an integrator position (“a full range of electronic