MindMap Gallery Marketing strategic planning
The records are very detailed, you can refer to them. Differentiated market target strategy: Differentiated target market strategy means that on the basis of segmenting the market, enterprises design different products and use different marketing mixes to serve each sub-market according to the different needs of each sub-market. .
Edited at 2022-12-26 19:50:52El cáncer de pulmón es un tumor maligno que se origina en la mucosa bronquial o las glándulas de los pulmones. Es uno de los tumores malignos con mayor morbilidad y mortalidad y mayor amenaza para la salud y la vida humana.
La diabetes es una enfermedad crónica con hiperglucemia como signo principal. Es causada principalmente por una disminución en la secreción de insulina causada por una disfunción de las células de los islotes pancreáticos, o porque el cuerpo es insensible a la acción de la insulina (es decir, resistencia a la insulina), o ambas cosas. la glucosa en la sangre es ineficaz para ser utilizada y almacenada.
El sistema digestivo es uno de los nueve sistemas principales del cuerpo humano y es el principal responsable de la ingesta, digestión, absorción y excreción de los alimentos. Consta de dos partes principales: el tracto digestivo y las glándulas digestivas.
El cáncer de pulmón es un tumor maligno que se origina en la mucosa bronquial o las glándulas de los pulmones. Es uno de los tumores malignos con mayor morbilidad y mortalidad y mayor amenaza para la salud y la vida humana.
La diabetes es una enfermedad crónica con hiperglucemia como signo principal. Es causada principalmente por una disminución en la secreción de insulina causada por una disfunción de las células de los islotes pancreáticos, o porque el cuerpo es insensible a la acción de la insulina (es decir, resistencia a la insulina), o ambas cosas. la glucosa en la sangre es ineficaz para ser utilizada y almacenada.
El sistema digestivo es uno de los nueve sistemas principales del cuerpo humano y es el principal responsable de la ingesta, digestión, absorción y excreción de los alimentos. Consta de dos partes principales: el tracto digestivo y las glándulas digestivas.
Marketing strategic planning
market segmentation
Correctly understand the meaning of market segmentation
Definition of market segmentation: The so-called market segmentation refers to the process in which enterprises divide the market based on differences in consumer demand and divide a large market into several similar small markets. Each market segment constitutes a sub-market, and there are obvious differences in demand between different sub-markets. Market segmentation is the first step in an STP strategy.
The theoretical basis for market segmentation should be: The theoretical basis for market segmentation is the heterogeneity theory, that is, consumer needs are different.
The significance of market segmentation
(1) It helps enterprises discover new market opportunities and select appropriate target markets. (2) It is helpful for enterprises to improve their competitiveness and adaptability and obtain good economic benefits. (3) Conducive to small and medium-sized enterprises developing and occupying the market (4) Conducive to meeting the widely varying and ever-changing social consumption needs
market segmentation process
Select the product market scope - clarify the basic needs of potential customers - understand the needs of different customers - select important differentiated needs as segmentation criteria - segment the market based on the selected criteria - analyze the purchasing behavior of each market segment ——Assess the size of each market segment
effective market segmentation
Measurability Profitability Differentiation Accessibility
market segmentation criteria
(1) Criteria for consumer market division: 1. Segmentation by geographical factors 3. Segmented by psychological factors 2. Segmentation by demographic factors 4. Segmented by behavioral factors
(2) Standards for dividing the producer market: by user industry category, by user geographical location, and by user scale
market segmentation methods
single factor method
The so-called single factor method refers to the method of selecting a segmentation variable for market segmentation.
multiple factor approach
The so-called multiple factors method refers to the method of selecting 2 to 3 segmentation variables for market segmentation.
Comprehensive factors method
The so-called comprehensive factor method refers to the method of selecting more than three segmentation variables for market segmentation.
Targeted market
The meaning of target market
The target market refers to one or several sub-markets for which the enterprise is prepared to meet its needs with corresponding products and services on the basis of market segments.
Target market selection
Target market selection criteria
1. Size and development prospects of market segments 2. The market segment is not completely controlled by competitors and there is room for entry 3. Enterprise goals and resources
Target market selection strategy
1. market concentration 2. product specialization 3. market specialization 4. selective specialization 5. Complete market coverage
Target market strategy
undifferentiated target market strategy
The undifferentiated target market strategy means that the company does not segment the market, treats the entire market as a large target market, and treats the entire market with one product and a unified marketing mix strategy.
Differentiated market targeting strategy
Differentiated target market strategy means that on the basis of market segmentation, enterprises design different products and use different marketing mixes to serve each sub-market according to the different needs of each sub-market.
Focused target market strategy
The concentrated target market strategy means that the company concentrates all its efforts on one or a few sub-markets that are most beneficial to the company, and provides products that can meet the needs of these sub-markets, in order to gain an advantage in the competition.
Customized marketing
When the market is segmented to the extreme, every customer is a unique market segment.
Factors to consider when choosing your target market
1. Enterprise resources 2. Product characteristics 3. Market characteristics 4. Competition situation
Market positioning
The meaning of market positioning
Market positioning refers to the process by which an enterprise determines the characteristics, image and position of its products and services in the target market based on the competition and its own conditions in the selected target market.
Basis for market positioning
(1) Positioning based on specific product characteristics (2) Positioning according to specific use occasions and purposes (3) Positioning based on the benefits obtained by consumers (4) Positioning based on user type
market positioning process
(1) Analyze the current situation of the target market (2) Accurately select competitive advantages (3) Effectively and accurately deliver positioning information to the market (4) Repositioning
Market positioning strategy
Head-on positioning
Head-on positioning, also known as "competitive positioning", "confrontational positioning" and "targeted positioning", refers to a company that competes head-on with the dominant, strongest or stronger competitor in the market and adopts roughly the same marketing strategy. , instead of competing for the same market, let their products enter the same market position as their competitors.
Avoid strong positioning
Strong-avoidance positioning refers to an enterprise trying to avoid direct competition with the strongest or other stronger enterprises, and positioning its products in another market area, so that its products can compete with the strongest or strongest enterprises in certain characteristics or attributes. Or stronger opponents have more significant differences. Strong avoidance positioning is a positioning method that "makes use of every opportunity" and "fills in the gaps".
re-locate
Repositioning refers to a series of timely changes in brands, packaging, and advertising appeal strategies that an enterprise takes when it discovers that the initially selected positioning strategy is unscientific, unreasonable, and the marketing effect is not obvious. It will be difficult to successfully obtain a strong market positioning if it continues to be implemented. The general term for secondary positioning methods.