Rest Stop : Previewing the Concepts Define the major steps in designing a customer value-driven marketing strategy: market segmentation, targeting, differentiation, and positioning. List and discuss the major bases for segmenting consumer and business markets. Explain how companies identify attractive market segments and choose a market-targeting strategy. Discuss how companies differentiate and position their products for maximum competitive advantage in the marketplace.

Henkel’s Persil A “Glocal” Marketing Success Persil’s success in the Middle East is predominantly due to a deep Understanding of the regional consumers’ needs and preferences. Dunkin’ Donuts targets the “Dunkin’ tribe”—not the Starbucks coffee snob but the average Joe. Dunkin’ isn’t like Starbucks; it doesn’t want to be.

Figure 6.1 - Designing a Customer-Value Driven Marketing Strategy Note to Instructor: In concept, marketing boils down to two questions: (1) Which customers will we serve? and (2) How will we serve them? Of course, the tough part is coming up with good answers to these simple-sounding yet difficult questions. The goal is to create more value for the customers we serve than competitors do.

Market segmentation Market targeting Differentiation Positioning Dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes 區隔內同質，區隔間異質 Market segmentation The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter 評估吸引力，選擇最適區隔 Market targeting Differentiating the market offering to create superior customer value 創造差異化，與競爭者有所區別 Differentiation Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers 對消費者作洗腦，建立品牌特色 Positioning

顧客導向行銷策略也稱 「目標行銷」、「 STDP 」 市場區隔 (Segmenting) 選定目標市場 (Targeting) 差異化(Differentiation) 市場定位 (Positioning) STDP行銷之做法： 選擇合適的區隔基礎，將消費者區分為不同群體。 評估區隔吸引力，選擇一個或數個區隔群體，做為企業 的目標市場。 發展產品或服務的差異化特質，建立定位，並配合其他 行銷組合，以達到企業在該目標市場的競爭優勢。

Learning Objective 6-1 Summary Customer value-driven marketing strategy Identifying which customers to serve Determining a value proposition Market segmentation and market targeting Differentiating the market offering Positioning in the minds of target customers Right relationships with the right customers A customer value-driven marketing strategy begins with selecting which customers to serve and determining a value proposition that best serves the targeted customers. It consists of four steps. Market segmentation is the act of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes. Once the groups have been identified, market targeting evaluates each market segment’s attractiveness and selects one or more segments to serve. Differentiation involves actually differentiating the market offering to create superior customer value. Positioning consists of positioning the market offering in the minds of target customers. A customer value-driven marketing strategy seeks to build the right relationships with the right customers.

Segmenting Consumer Markets Geographic segmentation Demographic segmentation Psychographic segmentation Behavioral segmentation

Segmenting Consumer Markets Geographic Segmentation 地理區隔 Demographic segmentation 人口統計區隔 Psychographic Segmentation 心理統計區隔 Behavioral Segmentation 行為變數區隔 There is no single way to segment a market. Often best to combine more than one variable in order to identify smaller, better-defined target groups.

Table 6.1 - Major Segmentation Variables for Consumer Markets This table outlines variables that might be used in segmenting consumer markets. Each of these variables are discussed in the forthcoming slides.

1. Geographic Segmentation Dividing a market into different geographical units, such as nations, states, regions, counties, or cities Companies are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions 廠商將產品、廣告、推廣、銷售努力在地化，以迎合當地市場的需求 Location-based service (LBS) ：利用無線網路與GPS提供特定地點的加值服務 Note to Instructor: One example of localization is Walmart, which operates virtually everywhere but has developed special formats tailored to specific types of geographic locations. In strongly Hispanic neighborhoods, Walmart operates Supermercado de Walmart stores, which feature signage, product assortments, and bilingual staff that are more relevant to local Hispanic customers. In markets where full-size superstores are impractical, Walmart has opened smaller Walmart Market supermarkets and even smaller Walmart Express and Walmart on Campus stores.

2. Demographic Segmentation Dividing the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation The most popular bases for segmenting customer groups. Easier to measure than most other types of variables.

Age and Life-Cycle Segmentation Dividing a market into different age and life-cycle groups Marketers must guard against using stereotypes 60歲族群？ Note to Instructor: Marketers must be careful to guard against stereotypes when using age and life-cycle segmentation. Although some 80-year-olds fit the doddering stereotypes, others ski and play tennis. Similarly, whereas some 40-year-old couples are sending their children off to college, others are just beginning new families. Thus, age is often a poor predictor of a person’s life cycle, health, work or family status, needs, and buying power.

Age and Life-Cycle Segmentation Offering different products or using different marketing approaches for different age and life-cycle groups Offer brands that target specific age or life-stage groups Marketers must guard against stereotypes when using age and life-cycle segmentation Age is often a poor predictor of a person’s life cycle, health, work or family status, needs, and buying power Note to Instructor: Marketers must be careful to guard against stereotypes when using age and life-cycle segmentation. Although some 80-year-olds fit the doddering stereotypes, others ski and play tennis. Similarly, whereas some 40-year-old couples are sending their children off to college, others are just beginning new families. Thus, age is often a poor predictor of a person’s life cycle, health, work or family status, needs, and buying power.

Gender Segmentation Dividing a market into different segments based on gender Harley-Davidson has traditionally targeted men between 35 and 55 years old, but women are now among its fastest-growing customer segments. Female buyers account for 12 percent of new Harley-Davidson purchases Note to Instructor: An underdeveloped gender segment can offer new opportunities in markets ranging from consumer electronics to motorcycles. Ask students to suggest other products or services traditionally targeted to a single gender that could be profitably targeted to all consumers.

行銷實務：Gender Segmentation 資料來源：佐丹奴網站

Income Segmentation Dividing a market into different income segments Some marketers target high-income segments Retailers who target low- and middle-income groups are thriving

3. Psychographic Segmentation Dividing a market into different segments based on social class, lifestyle, or personality characteristics The products people buy reflect their lifestyles 產品反應人們的生活方式 People in the same demographic classification often have very different lifestyles. 人口統計相同但生活型態大不同 Note to Instructor: Marketers also use personality variables to segment markets. For example, different soft drinks target different personalities. Ask students to contrast the personality types targeted by different brands of similar products, such as Apple and Microsoft, or Coke and Pepsi.

4. Behavioral Segmentation Dividing a market into segments based on consumer knowledge, attitudes, uses, or responses to a product Occasions, benefits sought, user status, usage rate, loyalty status… Many marketers believe that behavior variables are the best starting point for building market segments.

Occasion Segmentation Dividing the market into segments according to occasions when buyers get the idea to buy, make their purchase, or use the purchased item 產生購買念頭、實際會去購買、實際使用的時間 M&M’s Brand Chocolate Candies runs special ads and packaging for holidays and events such as Easter

Benefit Segmentation and User Status Benefit segmentation: Dividing the market according to the different benefits that consumers seek from the product 保養品 User status – Segments include nonusers, ex-users, potential users, first-time users, and regular users 天下雜誌根據訂戶狀態做推廣 Usage Rate - Markets can also be segmented into light, medium, and heavy product users飲酒頻率、通訊服務使用頻率

Loyalty Status Buyers can be divided into groups according to their degree of loyalty. Consumers can be loyal to brands, stores, and companies. “Mac Fanatics”—fanatically loyal Apple users are at the forefront of Apple’s empire

Multiple Segmentation Bases Segmentation bases help companies to Identify smaller, better-defined target groups Identify and understand key customer segments Reach customers more efficiently by tailoring market offerings and messages to customers’ specific needs Segmentation systems help marketers segment people and locations into marketable groups of like-minded consumers. Marketers rarely limit their segmentation analysis to only one or a few variables. Rather, they often use multiple segmentation bases in an effort to identify smaller, better-defined target groups. One of the leading consumer segmentation systems is Experian’s Mosaic USA system. It classifies U.S. households into one of 71 lifestyle segments and 19 levels of affluence, based on specific consumer demographics, interests, behaviors, and passions. For example, the Birkenstocks and Beemers group is located in the Middle Class Melting Pot level of affluence and consists of 40- to 65-year-olds who have achieved financial security and left the urban rat race for rustic and artsy communities located near small cities. Such segmentation helps companies identify and better understand key customer segments, reach them more efficiently, and tailor market offerings and messages to their specific needs.

Segmenting Business Markets Consumer and business markets use many of the same variables for segmentation. Business marketers can also use: Operating characteristics (餐飲、醫院、飯店) Purchasing approaches (採購中心、採購代理、e採購、公開招標) Situational factors (例行、特殊、專案) Personal characteristics (教育、專業)

Requirements for Effective Segmentation To be useful, market segments must be: Measurable 可衡量性 Accessible 可接近性 Substantial 充足性 Differentiable 差異性 Actionable 可行動性

Requirements for Effective Segmentation Differential: segments are conceptually distinguishable and respond differently to different marketing mix elements and programs. Actionable: effective programs can be designed for attracting and serving the segments. Measurable: size, purchasing power, and profiles of segments can be measured. Accessible: segments can be effectively reached and served. Substantial: segments are large or profitable enough to serve.

Market Targeting Market targeting involves: Evaluating marketing segments Segment size (區隔大小), Segment structural attractiveness (區隔結構性吸引力), Company objectives and resources (公司目標與資源) Selecting target market segments Alternatives range from undifferentiated to micromarketing

Evaluating Market Segments Segment Structural Attractiveness (區隔結構性吸引力): Consider competition, existence of substitute products, and the power of buyers and suppliers. (Michael Porter 五力分析：競爭者、替代品、市場與供應商力量、產業內的態勢) Company Objectives and Resources (公司目標與資源) : Examine company skills and resources needed to succeed in that segment. Offer superior value and gain advantages over competitors. (台塑汽車六年18億+韓大宇Magnus/Matiz)

Selecting Target Market Segments After evaluating different segments, the company must decide which and how many segments it will target. Target Market: A set of buyers sharing common needs or characteristics that the company decides to serve 目標市場：一群具有相同需求與特質的消費者

Figure 6.2 - Market Targeting Strategies Note to Instructor: Using an undifferentiated marketing (or mass marketing) strategy, a firm might decide to ignore market segment differences and target the whole market with one offer. Such a strategy focuses on what is common in the needs of consumers rather than on what is different. The company designs a product and a marketing program that will appeal to the largest number of buyers. Using a differentiated marketing (or segmented marketing ) strategy, a firm decides to target several market segments and designs separate offers for each. This figure covers a broad range of targeting strategies, from mass marketing (virtually no targeting) to individual marketing (customizing products and programs to individual customers).

Figure 6.2 - Market Targeting Strategies Mass marketing Segment Niche Micromarketing 脫普洗髮精 落健洗髮精 Head & Shoulder’s 沙龍個人洗髮精 Pantene Sasson

Target Marketing Strategies 企業可採行之目標市場選擇策略有下列四種 1.無差異策略(undifferentiated strategy) 指企業將整個市場，視為是一個同質市場，只重視市場的共同需求，採用一種行銷組合，以大量生產產品、大量推銷、及大量配銷的方式，吸引所有可能的顧客，又稱為大眾行銷(mass marketing)。 一套行銷組合 整個市場

Target Marketing Strategies 2.差異策略(differentiated strategy) 指企業將整個市場，區隔成兩個或兩個以上之區隔市場，並視每一個區隔市場是異質的市場，並且為每一個具差異性的區隔市場，推出不同的行銷組合，以吸引不同的顧客。 行銷組合A 市場區隔A 行銷組合C 市場區隔C 行銷組合B 市場區隔B

Target Marketing Strategies 3.利基策略(niche strategy) 指企業將整個市場，區隔成兩個或兩個以上之區隔市場後，只選擇一個或少數幾個特定區隔市場，推出一種行銷組合，吸引該特定區隔市場的顧客。 市場區隔A 市場區隔C 行銷組合 市場區隔B

Target Marketing Strategies 4. 顧客化行銷 (micromarketing; customized marketing) 指企業只滿足某一些特定顧客之需求，為其提供量身訂作之行銷組合。 行銷組合A 行銷組合C 行銷組合B

Target Marketing Strategies 目標市場區選擇策略的優、缺點 優 點 缺 點 無差異策略 規模經濟降低成本 無法滿足不同 消費者之需要 差異策略 滿足不同消費者 之需要、高市占率 成本高、力量分散 集中策略 集中資源全心投入、專業形象 無法分散風險 顧客化行銷、微行銷 特定顧客之需求滿足程度高 成本高、風險大

Undifferentiated Marketing A firm decides to ignore market segment differences and go after the whole market with one offer (忽略市場區隔的差異性) Focuses on what is common in the needs of consumers (焦點放在共同需求) Designs a product that will appeal to the largest number of buyers (設計能滿足最多消費者的產品)

Differentiated Marketing A firm decides to target several market segments and designs separate offers for each 選擇多個(兩個以上)區隔並且量身訂作行銷組合 Note to Instructor: By offering product and marketing variations to segments, companies hope for higher sales and a stronger position within each market segment. Developing a stronger position within several segments creates more total sales than undifferentiated marketing across all segments. But differentiated marketing also increases the costs of doing business. Hallmark’s three ethnic lines—Mahogany, Sinceramente Hallmark, and Tree of Life—target African-American, Hispanic, and Jewish consumers, respectively

Concentrated Marketing A firm goes after a large share of one or a few segments or niches. Can fine-tune (調整) its products, prices, and programs to the needs of carefully defined segments Note to Instructor: Niching lets smaller companies focus their limited resources on serving niches that may be unimportant to or overlooked by larger competitors. Many companies start as nichers to get a foothold against larger, more-resourceful competitors and then grow into broader competitors. For example, Southwest Airlines began by serving intrastate, no-frills commuters in Texas but is now one of the nation’s largest airlines. Today, the low cost of setting up shop on the Internet makes it even more profitable to serve seemingly miniscule niches. Small businesses, in particular, are realizing riches from serving small niches on the Web.

Micromarketing Local marketing Individual marketing Tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments. Local marketing Individual marketing

Local Marketing Tailoring brands and promotions to the needs and wants of local customer segments—cities, neighborhoods, and even specific stores eg. LBS The North Face uses “geo-fencing” to send localized text messages to consumers who get near one of its stores

Individual Marketing Tailoring products and marketing programs to the needs and preferences of individual customers. Note to Instructor: The widespread use of mass marketing has obscured the fact that for centuries consumers were served as individuals: The tailor custom-made a suit, the cobbler designed shoes for an individual, and the cabinetmaker made furniture to order. Today, new technologies are permitting many companies to return to customized marketing. More detailed databases, robotic production and flexible manufacturing, and interactive communication media such as cell phones and the Internet have combined to foster mass customization. Mass customization is the process by which firms interact one-to-one with masses of customers to design products and services tailor-made to individual needs. Companies such as CaféPress are hyper-personalizing everything from artwork, earphones, and sneakers to yoga mats, water bottles, and food

Choosing a Targeting Strategy Factors to consider: Company resources (多差異；少集中) 統一 vs. 將軍 Product variability (大差異；小集中) 衛生紙 vs. 洗髮精 Product’s life-cycle stage (成熟差異) 智慧型手機 vs. iTV 、 iGlass Market variability (大差異；小集中) 牙膏 vs. 潄口水 Competitors’ marketing strategies (比競爭者更細膩) 雞精

Socially Responsible Target Marketing Marketing sometimes generates controversy and concern when targeting: Vulnerable, minority, or disadvantaged populations Children and teens 易受傷害的、少數的、貧困的族群 Controversy arises when an attempt is made to profit at the expense of segments’ vulnerabilities.

Differentiation and Positioning The company must decide on a value proposition: How it will create differentiated value for targeted segments 差異化 What positions it wants to occupy in those segments 形象 Product position - The way a product is defined by consumers on important attributes

Differentiation and Positioning A product’s position is the way a product is defined by consumers on important attributes —the place the product occupies in consumers’ minds relative to competing products. 有競爭才需定位？ 定位結果由誰決定？ 定位的依據是什麼？ 定位影響購買決策？

Differentiation and Positioning Product is compared with competing products. Simplifies the buying process by helping consumers organize products into categories. 治療頭皮屑的洗髪精 不含阿斯匹靈的止痛葯 敏感性牙齒專用的牙膏 Marketers must: Plan positions to give their products the greatest advantage in selected target markets, Design marketing mixes to create these planned positions. 定位是消費者購買產品時的導航系統

Differentiation and Positioning 顧客知覺價值CPV= Total Benefits －Total Costs 競爭優勢來自更高的CPV【more benefits--差異化、lower costs--低價格】 An advantage over competitors gained by offering greater customer value, either by having lower prices or providing more benefits that justify higher prices. 定位始於【more benefits】也就是差異化 【 Differentiation 】 Identifying possible value differences and competitive advantages:

Choosing a Differentiation and Positioning Strategy Identifying a set of differentiating competitive advantages 確認能帶來競爭優勢的差異點 Choosing the right competitive advantages 選擇適當的競爭優勢 Selecting an overall positioning strategy 選擇全面性的定位策略 49

Differentiation and Positioning Actually differentiating the marketing offering to create superior customer value. eg. 多芬含有1/4乳霜 eg. 阿瘦抗震健走鞋 「奈米遠紅外線抗菌超軟鞋墊」 eg. Samsung Galaxy 「筆較厲害」

Differentiation and Positioning Services Differentiation i.e. Delivery, Installation, Repair Services, Customer Training Services Product Differentiation i.e. Features, Performance, Style & Design, Attributes Channel Differentiation Image Differentiation i.e. Symbols, Characters (心理差異) People Differentiation i.e. Hiring, Training Better People Than Competitors Do

How Many Differences to Promote Choosing the right positioning requires selecting how many and which differences to promote. 選擇定位決策必需決定單一銷售主張還是多重銷售主張 Many marketers believe that only one difference should be promoted via the unique selling proposition (USP). Using multiple differences may generate consumer disbelief.

Choosing the Right Competitive Advantages Not all brand differences are meaningful and worthwhile, nor do all differences make a good differentiator. Each difference has the potential to create company COSTS as well as consumer VALUE. 並非所有的差異點都有意義並且適合定位 差異點可能帶來消費者更高的知覺價值，但也會增加產品的成本

Choosing the Right Competitive Advantages Choose whether to promote a single benefit or multiple benefits Promote differences that are: Important Distinctive Superior Communicable Pre-emptive Affordable Profitable

Choosing the Right Competitive Advantages 重要性：普那疼「不含阿斯匹靈」vs.「容易吞服」 獨特性：國際牌Talking電冰箱、HP指紋PC鎖 優越性：hTC ONE A9 專業玩家級攝影效果 可溝通性：聲寶殺菌光，細菌殺光光 先佔權：豐力富奶粉，來自紐西蘭 顧客買得起：水陸兩用車、AT&T影像電話 公司有利可圖：姚明汽車

Selecting an Overall Positioning Strategy Value Porposition The full positioning of a brand—the full mix of benefits on which it is positioned

Winning Value Propositions Description More for more Provides the most upscale product or service Charges a higher price to cover the higher costs More for the same High quality at lower prices Can be used to attack a more-for-more positioning The same for less Gives a good deal Used by discount stores that offer deep discounts based on superior purchasing power and lower-cost operations Less for much less Meeting consumers’ lower performance or quality requirements at a much lower price More for less Best winning proposition Very difficult for companies to sustain such best-of-both positioning

Developing a Positioning Statement Positioning statement: Summarizes company or brand positioning Format: To (target segment and need) our (brand) is (concept) that (point of difference). To busy multitaskers who need help remembering things, Evernote is a digital content management application that makes it easy to capture and remember moments and ideas from your everyday life using your computer, phone, tablet, and the Web.

Communicating and Delivering the Chosen Position Company must take strong steps to deliver and communicate the desired position to target consumers. 強烈放送定位訊息 The marketing mix efforts must support the positioning strategy. 配合4P策略 Firms must monitor and adapt the position over time to match changes in consumer needs and competitors’ strategies動態定位