外文文献(市场营销策略)（最全）.pdf

Marketing StrategyMarket Segmentation and Target StrategyA market consists of people or organizations with wants,money tospend,and the willingness to spend it.However,within most markets thebuyer needs are not identical.Therefore,a single marketing programstarts with identifying the differences that exist within a market,a processcalled market segmentation, and deciding which segments will bepursued ads target markets.Marketing segmentation enables a company to make more efficientuse of its marketing resources.Also,it allows a small company to competeeffectively by concentrating on one or two segments.The apparentdrawback of market segmentation is that it will result in higherproductionandmarketingcoststhanaone-product,mass-marketstrategy.However, if the market is correctly segmented,the better fit withcustomers needs will actually result in greater efficiency.The three alternative strategies for selecting a target market aremarketaggregation,singlesegment,andmultiplesegment.Market-aggregation strategy involves using one marketing mixto reach a mass,undifferentiated market.With a single-segment strategy,a company still uses only one marketing mix,but it is directed at only onesegmentofthetotalmarket.Amultiple-segmentstrategyentailsselecting two or more segments and developing a separate marketingmix to reach segment.Positioning the ProductManagements ability to bring attention to a product and todifferentiate it in a favorable way from similar products goes a long waytoward determining that products revenues.Thus management needs toengage in positioning,which means developing the image that a productprojects in relation to competitive products and to the firms otherproducts.Marketing executives can choose from a variety of positioningstrategies.Sometimes they decide to use more than one for a particularproduct.Here are several major positioning strategies:。

1.Positioning in Relation to a competitorForsomeproducts,thebestpositionisdirectlyagainstthecompetition.This strategy is especially suitable for a firm that already hasa solid differential advantage or is trying to solidify such an advantage.Tofend off rival markers of microprocessors,Intel Corp.launched a campaignto convince buyers that its product is superior to competitors.Thecompany even paid computer makers to include the slogan,Intel Insidein their ads.As the market leader,Coca-Cola introduces new products andexecutes its marketing strategies.At the same time,it keeps an eye onPepsi-Cola,being sure to match any clever,effective marketing movesmade by its primary competitor.2.Positioning in Relation to a Product Class or AttributeSometimes a companys positioning strategy entails associating itsproduct with(or distancing it from)a product class or attributes.Somecompanies try to place their products in a desirable class,such asMadein the USA.In the words of one consultant,There is a strong emotionalappeal when you say,Made in the USA.Thus a small sportswearmanufacturer,Boston Preparatory Co.is using this positioning strategy toseek an edge over large competitors such as Calvin Klein and TommyHilfiger,which dont produce all of their products in the U.S.3.Positioning by Price and QualityCertain producer and retailers are known for their high-qualityproducts and high prices.In the retailing field,Sake Fifth Avenue andNeimanMarcusarepositionedatoneendoftheprice-qualitycontinuum.Discountstores suchasTarget andKmartare attheother.Were not saying,however,that discounters ignore quality;rather,they stress low prices.Penneys tired and for the most part succeededinrepositioning its stores on the price-quality continuum by upgradingapparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrowerterms.A brand is a name and/or mark intended to identify the product ofone seller or group of sellers and differentiate the product fromcompeting products.A brand name consists of words,letters,and/or numbers that can be-可编辑修改-。

vocalized.A brand mark is the part of the brand that appears in the formof a symbol, design,or distinctive color or lettering.A brand mark isrecognized buy sight bu cannot be expressed when a person pronouncesthebrandname.Crest,Coors,andriderforRalphLaurensPoloBrand.GreenGiant(cannedandfrozenvegetableproducts)andArm&Hammer(baking soda)are both brand names and brand marks.A trademark is a brand that has been adopted by a seller and givenlegal protection.A trademark includes not just the brand mark,as manypeople believe,but also the brand name.The Lanham Act of 1946 permitsfirms to register trademarks with the federal government to protectthem from use or misuse by other companies.The Trademark LawRevision Act,which took effect in 1989,is tended to strengthen the theregistration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognizedwhen displayed in a store or included in advertising.Branding reducesprice comparisons.Because brands are another factor that needs to bec。