미국마케팅협회 공인마케팅자격증 AMA PCM - 8. 시장세분화, 타겟팅, 포지셔닝
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미국마케팅협회 공인마케팅자격증 American Marketing Association's Professional Certified Marketer (AMA PCM) TOPIC 8. STP / 시장세분화, 타겟팅, 포지셔닝
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미국마케팅협회 공인마케팅자격증 AMA PCM - 8. 시장세분화, 타겟팅, 포지셔닝
- 1. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 TOPIC 8. SEGMENTATION, TARGETING AND POSITIONING
- 2. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 STP OVERVIEW
- 3. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Potential Market Market
- 4. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Market A Market D Market B Market C Market Segmentation
- 5. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Variables for Segmenting Consumer Markets • Demographic variables • Geographic variables • Psychographic variables • Behavioristic variables
- 6. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 1. Demographic Variables • Occupation • Family size • Family life cycle • Religion • Social class • Age • Gender • Race 인종 • Ethnicity 민족 • Income
- 7. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 2. Geographic Variables • State size • Market density • Climate • Terrain 지형구조 • Region • Urban, suburban, rural • City size • County size
- 8. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 3. Psychographic Variables • Personality attributes 개성 • Motives • Lifestyles
- 9. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 4. Behavioristic Variables • Volume usage 사용량 • End use • Benefit expectations • Brand loyalty • Price sensitivity
- 10. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Market A Market D Market B Market C Targeting
- 11. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 “Safety” “Design” Positioning
- 12. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Three market segmentation strategies • One product and multiple market segments • Multiple products and multiple market segments • “Segments of one” or mass customization.
- 13. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 One product and multiple market 제품1 제품2 제품3 제품4 제품5 고객A 고객B 고객C 고객D 구분 V V V V
- 14. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Multiple products and multiple market 제품1 제품2 제품3 제품4 제품5 고객A 고객B 고객C 고객D V V 구분 V V V V V V V V V V
- 15. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Segments of one 제품1 제품2 제품3 제품4 제품5 고객A 고객B 고객C 고객D 구분 V
- 16. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 SEGMENTATION FOR BUSINESS MARKET
- 17. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Ways to Segment Organizational (Business) Markets • Geographic segmentation • Demographic segmentation: NAICS (북미산업분류코드) • Demographic segmentation: number of employees • Behavioral segmentation: 사용량(usage rate), 구매형태 (type of buy) , 용도(application) 등
- 18. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Variables for Segmenting Business Markets • Geographic Location: 지리적 특징 • Type of Organization: 제품, 유통, 가격구조, 판매전략 등 • Customer Size: 고객의 규모 • Product Use* (=Use of product): 제품의 용도
- 19. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 SEGMENTATION & TARGETING PROCESS
- 20. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Steps in Segmenting and Targeting Markets • Step 1: Group Potential Buyers into Segments • Step 2: Group Products to Be Sold into Categories • Step 3: Develop a Market-Product Grid and Estimate the Size of Markets • Step 4: Select Target Markets • Step 5: Take Marketing Actions to Reach Target Markets
- 21. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 고객A 고객B 고객C 고객D [1] Group Potential Buyers into Segments
- 22. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 제품1 제품2 제품3 제품4 제품5 고객A 고객B 고객C 고객D [2] Group Products to Be Sold into Categories
- 23. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 제품1 제품2 제품3 제품4 제품5 고객A 고객B 고객C 고객D 구분 [3] Develop a Market-Product Grid
- 24. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 제품1 제품2 제품3 제품4 제품5 고객A 고객B 고객C 고객D 구분 [4] Select Target Markets
- 25. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 제품1 제품2 제품3 제품4 제품5 고객A 고객B 고객C 고객D V V 구분 V V V V V [5] Take Marketing Actions
- 26. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Market-Product Grid A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization. 회사가 [잠재고객의 세분시장과], [제공되는 제품이나 가능한 마케팅 활동]을 관계시키는 프레임워크 (시장과 제 품을 각각의 축으로 만든 2차원 도표)
- 27. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Market-Product Grid
- 28. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 When compared to [a multiple products / multiple market segment strategy], [a one product / multiple market segment strategy] _______________________
- 29. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 제품1 제품2 제품3 제품4 제품5 고객A 고객B 고객C 고객D 구분 V V V V
- 30. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 SELECTING TARGET MARKET SEGMENTS
- 31. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Selecting target market segments • Market size 시장 규모 • Expected growth 시장 성장세 • Competitive position 경쟁 강도 • Cost of reaching the segment* 세분시장에 진출하기 위한 비용 • Compatibility with the organization's objectives and resources 기업의 목표와 자원
- 32. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Targeting Strategy • Undifferentiated Targeting Strategy 비차별적 • Concentrated Targeting Strategy 집중적 • Differentiated Targeting Strategy 차별적
- 33. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 A A A A A A A A A [1] Undifferentiated Targeting
- 34. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 A [2] Concentrated Targeting
- 35. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 A D G B E H C F I [3] Differentiated Targeting
- 36. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Homogeneous vs. Heterogeneous Market • Homogeneous market: A market in which a large proportion of customers have similar needs for a product 대다수의 고객들이 유사한 니즈를 갖는 시장 • Heterogeneous market: A market made up of individuals or organizations with diverse needs for products in a specific product class 제품에 대해 다양한 니즈를 갖는 시장
- 37. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 POSITIONING
- 38. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Product Positioning Product positioning refers to the place a product occupies in consumers' minds on important attributes relative to competitive products. 경쟁 제품에 대비 중요한 속성에 대해 소비 자 마음 속에 제품이 위치한 곳 [기출문장]
- 39. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Two Approaches to Product Positioning • Head-to-head positioning • Differentiation positioning = Positioning to avoid competition +
- 40. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Product Repositioning Changing the place a product occupies in a consumer’s mind relative to competitive products. 고객의 마인드 속에 경 쟁자들의 제품과 대비하여 우리 제품의 위치를 바꾸는 일
- 41. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Perceptual Map* A means of displaying or graphing two dimensions the locations of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as the firm's own product or brand 소비자의 마음속에 있는 제품이나 브랜드의 위 치를 2차원상에 표시하거나 그래프로 나타내는 방법으로서 경영자 에게 소비자가 자사의 제품이나 브랜드뿐만 아니라 경쟁제품이나 경 쟁브랜드를 어떻게 인식하고 있는지 보여줄 수 있는 수단 [용어집] Source:
- 42. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Perceptual Map*