细分市场与定位
非营利营销者最应关注的三个点：
- 谁是他们的目标受众；
- 他们希望这些人采取什么样的行为
- 应该提出怎样的价值主张来达到目标
关于受众：不可能让每个人都满意；要挑选受众，挑选你期望受众采取的行为，进而构造出有吸引力的价值主张。前者为市场细分和目标市场选定；后者则是定位。
2.4.1 细分市场¶
步骤：
- 确定细分市场的基础
- 勾勒出各个细分市场的轮廓；
- 衡量细分市场的吸引力
目标市场和定位
- 选择目标市场
- 为每个目标市场定位
- 为每个目标市场拟定营销组合
反符合下列特点的细分方式最好：
- 互相排斥
- 毫无遗漏
- 可衡量性
- 可接近性
- 可持续
- 最关键的是：差异化反应
2.4.2 其他细分方式¶
| 一般行为 | 特点行为 | |
|---|---|---|
| 客观 | 年龄、收入、性别、社会阶级 居住地、家庭生活方式 地位变化 |
过去行为： 购买数量 场所/品牌偏好 忠诚 |
| 心理度量 | 性格；心理预期/生活方式；价值观 VALS2 表格 |
信念、感知； BCOS驱动力； 决策阶段 |
VALS-2 Segment Characteristics (source:University of Minnesota Duluth The Department of Marketing)
| Segment | Lifestyle Characteristics | Psychological Characteristics | Consumer Characteristics |
|---|---|---|---|
| Innovators (8% of pop.) | Successful, sophisticated Value personal growth Wide intellectual interests Varied leisure activities Well informed, concerned with social issues Highly social Politically very active | Optimistic Self-confident Involved Outgoing Growth oriented Open to change |
Enjoy the "finer things" Receptive to new products, technologies, distribution. Skeptical of advertising Frequent readers of a wide variety of publications Light TV viewers |
| Thinkers (11% of pop.) | Moderately active in community and politics Leisure centers on home Value education & travel Health conscious Politically moderate and tolerant | Mature Satisfied Reflective Open-minded Intrinsically motivated Value order, knowledge, and responsibility | Little interest in image or prestige Above average consumers of products for the home Like educational and public affairs programming on TV Read widely and often Look for value & durability |
| Achievers (13% of pop.) | Lives center on career & famly Have formal social relations Avoid excess change or stimulation May emphasize work at the expense of recreation Politically conservative | Moderate Goal oriented Conventional Deliberate In control | Attracted to premium products Prime target for a variety of products Average TV watchers Read business, news, and self-help publications |
| Experiencers (12% of pop.) | Like the new, offbeat, and risky Like exercise, socializing, sports, and outdoors Concerned about image Unconforming, but admire wealth, power, and fame Politically apathetic | Extraverted Unconventional Active Impetuous Energetic Enthusiastic and impulsive | Follow fashion and fads Spend much of disposable income on socializing Buy on impulse Attend to advertising Listen to rock music |
| Believers (16% of pop.) | Respect rules and trust authority figures Enjoy settled, comfortable, predictable existence Socialize within family and established groups Politically conservative Reasonably well informed | Traditional Conforming Cautious Moralistic Settled | Buy American Slow to change habits Look for bargains Watch TV more than average Read retirement, home and garden, and general interest magazines |
| Segment | Lifestyle Characteristics | Psychological Characteristics | Consumer Characteristics |
|---|---|---|---|
| Strivers (13% of pop.) | Narrow interests Easily bored Somewhat isolated Look to peer group for motivation and approval Unconcerned about health and nutrition Politically apathetic | Dissatisfied Unsure Alienated Impulsive Approval seeking | Image conscious Limited discretionary income, but carry credit balances Spend on clothing and personal care products Prefer TV to reading |
| Makers (13% of pop.) | Enjoy outdoors Prefer "hands on" activities Spend leisure with family and close friends Avoid joining organizations except unions Distrust politicians, foreigners, and big business | Practical Self-sufficient Constructive Committed Satisfied | Shop for comfort, durability, value Unimpressed by luxuries Buy the basics Listen to radio Read auto, home mechanics, fishing, outdoors magazines |
| Survivors (14% of pop.) | Limited interests and activities Prime concerns are safety and security Burdened with health problems Conservative and traditional Rely on organized religion | Powerless Narrowly focused Risk averse Burdened Conservative | Brand loyal Use coupons and watch for sales Trust advertising Watch TV often Read tabloids and women's magazines |
2.4.3 客观与心理测量方式¶
- 客观的一般测量方式：人口统计细分、年代、性别、性取向；收入；种族和种族划分；地理位置
- 特定目标行为的测量
- 交换时机：行为发生时，目标客户在干什么；
- 使用者的生活状态：节食者 Or 非节食者
- 利用率
- 忠诚度
- 另一种复杂测量
- 社会阶层
- 家庭生命周期（青年、单身、新婚、满巢、空巢、孤独）
- 状态改变：家庭生活的状态，如离婚等；
- 生活方式
- 地理分布
- 心理测量的方法：了解目标受众的想法
- 性格
- 价值观
- 改变的阶段（如戒烟）
- 利益细分
- 亏损细分
- 知识和态度
2.4.4 确定细分市场¶
四种战略：
- 无差别营销，大众营销
- 差别营销，如在艺术博物馆，开设有正常的收藏区外，还有儿童展品区；
- 集中营销，对某一个市场细分进行营销；风险较大；如某艺术馆只收藏一个地方的艺术品、环保机构只关注特定区域的环境问题
- 大规模客户定制
2.4.5 定位¶
如何衡量当前定位：
目标受众对我们推行的行为的成本和收益感知是什么？他们觉得其他人希望他们怎么做？以及他怎样看待自己完成行为的能力？
衡量目标受众的行为：
- 建立一套相关的维度；
- 减少相关维度
- 对处于筹划阶段的被调研者进行管理
- 平衡结果
- 了解形象变化
选择定位：有效的定位包括
- 认清当前定位
- 了解你首要竞争者的定位
- 决定是否差异化以及如何差异化
- 让其他人知道这个差异化
差异化
差异化是一种创新活动，（1）建立已有的优势；（2）寻找领域；（3）根据竞争重新定位。