??????(target marketing)

1
6.????????????
2
????

• ??????
• ????
• ????
• ??

3
???????? 1/12
4
???????? 2/12

• ?????,?????????
• ????????
• ?????????????????
• ???????????????

5
???????? 3/12

• ?????????????

?
6
???????? 4/12

• ??????(target marketing)
• ??????????????????,???????????????????
• ???????? ?????

7
???????? 5/12

• ?????(market heterogeneity)
• ???????????????
• ????
• ?????????
• ?????????????
• ??????????
• ??????????
• ?????????
• ??????????

8
???????? 6/12

• ?????????????
• ??????????
• ??????????????????????????
• ????????????

9
???????? 7/12

• ?????????????
• ????????????????????
• ??????????,?????????????
• ???????????,????????????????

10
???????? 8/12

• ?????????????
• ????????????????
• ???????????
• ????????????
• ??????????????

11
???????? 9/12

• ?????????????
• ????????
• ??????

• ?????????
• ????????
• ????????
• ???????????

12
???????? 10/12

• ?????????STP

Segmentation ??????
Positioning ????
Targeting ??????
13
???????? 11/12
14
???????? 12/12
15
?????? 1/21

• ???? (segmentation variable)?????????????,????????
  ,???????
• ??????(geographic variables)

16
?????? 2/21
17
?????? 3/21

• ?????????
• ?????? (demographic variables)

18
?????? 4/21
??????????
?????????
19
?????? 5/21

• ?????????
• ?????? (demographic variables)

20
?????? 6/21
?????????
21
?????? 7/21

• ?????????
• ?????? (psychographic variables)

• ????

• ????

• ???

• ??

22
?????? 8/21

• ?????????
• ?????? (psychographic variables)

• ????

• ????

• ???

• ??

23
?????? 9/21
?????????????????, ??????????????????????
????NISSAN??
24
?????? 10/21
???,???????????,??????E-ICP???
??????????
25
?????? 11/21

• ?????????
• ????(behavioral variables)

• ???

• ????

26
?????? 12/21
??????????
27
?????? 13/21

• ?????????????????
• ???????(??????????????? )

28
?????? 14/21

• ?????????
• ???????
• ???????

???????
29
?????? 15/21

• ?????????
• ?????????

30
?????? 16/21

• ?????????
• ?????????
• ?????

????????????????
?????
??????????
31
?????? 17/21

• ?????????
• ???????(between-segment heterogeneity)
• ?????????
• ??????????????,??
• ?????????
• ??????????
• ????????,???????????

32
?????? 18/21
33
?????? 19/21

• ?????????
• ???? (measurability)
• ???????????,????????????????
• ???(substantiality)
• ??????????????????????

34
?????? 20/21

• ?????????
• ???? (accessibility)
• ????????????,?????,??????,??????
• ?????????
• ????????????
• ????????????????
• ??????? ???

35
?????? 21/21

• ?????????
• ????(actionability)
• ????????????????????
• ???????????

36
?????? 1/7

• ????(target market)
• ????????????,?????????

?
37
?????? 2/7

• ?????????
• ????? (undifferentiated marketing)

?????????(mass market)
38
?????? 3/7

• ?????????
• ???? (differentiated marketing)

????? ??
????
??????
39
?????? 4/7

• ?????????
• ????(concentrated marketing)

??????
????
????? ????(niche market)
????? ??
40
?????? 5/7

• ?????????
• ?????(individual marketing)

41
?????? 6/7

• ?????????
• ?????(mass customization)
• ??????????????????????????????
• ?????????
• ????????????

42
?????? 7/7
????????????
43
???? 1/13

• ?????

???????, ????????????????
44
???? 2/13

• ?????
• ???????? ???(differentiation)
• ??????????????????
• ??????????????,?????????(repositioning)

45
???? 3/13

• ??????
• ???????????
• ??????,??????
• ?????,???7-11,??????????????

46
???? 4/13

• ??????
• ???????????
• ?????????????????????????,?????????????????????

47
???? 5/13

• ????
• ??(Attributes)
• ??(Functions)
• ??(Benefits)
• ??(Personalities)
• ???
• ???

48
???? 6/13

• ????
• ?????
• ???????? (????????????),??????(???????????)
• ??????????????
• ?????????????30????????

49
???? 7/13

• ????
• ?????
• ????????????,???????
• ????
• ?????????????????????????????

50
???? 8/13

• ????
• ???
• ?????????????????????
• ???????????,??????????????????????,??????????
• ?????????????????

51
???? 9/13

• ????
• ???
• ????????????????
• ????????????????????

We're no. 2. We try harder
52
???? 10/13

• ?????
• ?????,?????????????????????

????????????????(product perceptual map) ???????
53
???? 11/13
??????
F
A
B
??????
??????
C
G
H
E
??????
54
???? 12/13

• ????????
• ????????????????????????
• ????????????
• ????????????????????????
• ????Hello Kitty???,?????????????????

55
???? 13/13

• ?????????
• ?????
• ????????????????
• ????????????????
• ?????
• ?????????,??????????
• ?????????????
• ???????