市场营销学双语课件2（PPT 6）--市场营销管理

2-1来自产品/市场扩展矩阵2-2来自中国最大的资料库下载产品/市场拓展矩阵•市场渗透:increasesalestopresentcustomerswithcurrentproducts.How?Cutprices,increaseadvertising,getproductsintomorestores.•市场开发:developnewmarketswithcurrentproducts.How?Identifynewdemographicorgeographicmarkets.•产品开发:offeringmodifiedornewproductstocurrentcustomers.How?Newstyles,flavors,colors,ormodifiedproducts.•多元化:newproductsfornewmarkets.How?Startuporbuynewbusinesses.2-3来自中国最大的资料库下载市场营销在企业战略规划中的作用•目标市场选择过程–MarketSegmentation:determiningdistinctgroupsofbuyers(segments)withdifferentneeds.–MarketTargeting:evaluatingandselectingwhichtargetsegmentstoenter.–MarketPositioning:productsdistinctiveanddesirableplaceinthemindsoftargetsegmentscomparedtocompetingproducts.•基于竞争优势的营销战略–Market-Leader–MarketChallenger–Market-Follower–Market-Nicher2-4来自’sSituationControlMeasureResultsEvaluateResultsTakeCorrectiveAction2-5来自