1. 網路行銷 楊子青 D-1 [D] Segmentation, Targeting, and Positioning (STP) Strategies 參考資料： Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006. Chap 8: Segmentation and Targeting Strategies. Chapter 9: Differentiation and Positioning Strategies.

2. 網路行銷 楊子青 D-2 Environment, Strategy, and Performance (ESP Model) P Legal- Ethical Technology Competition Other factors E-Business Strategy/ Model Performance Metrics SWOT E-Marketing Strategy Implementation Marketing Mix Markets Internet E S

3. 網路行銷 楊子青 D-3 Link E-Business with E-Marketing Strategy E-marketing strategic planning occurs in two highly interrelated tiers: Segmentation Targeting Value Positioning Differentiation Communication Distribution Offer E-Marketing Strategy Tier 1 tasks Tier 2 tasks

4. 網路行銷 楊子青 D-4 目標行銷： STP 三步驟 Marketing Segmentation 市場區隔 the process of aggregating individuals or businesses along similar characteristics that pertain ( 關於 ) to the use, consumption, or benefits of a product or service. Targeting 目標區隔選擇 the process of selecting the market segments that are most attractive to the firm Positioning 產品定位 針對選定的目標市場，尋求、發展、傳達定位概念

5. 網路行銷 楊子青 D-5 Overview Market Segmentation Bases and Variables Geographic Segments Demographic Segments: The MyKindaPlace Story Psychographic Segments Behavior Segments Targeting Online Customers Four Targeting Strategies Targeting Communities on the Internet Differentiation: The J.Peterman Story Positioning Bases for Positioning Repositioning ( 重新定位 ) on the Web

6. 網路行銷 楊子青 D-6 1.Market Segmentation Bases and Variables Traditional marketers can base their segmentation of consumer markets on: BasesGeographicsDemographicsPsychographicsBehavior Identifying / Profiling Variable Examples City County State Region Country Age Income Gender Education Ethnicity Activities Interests Opinions Personality Values Benefits sought Usage level Brand loyalty User status 地理統計變數人口統計變數心理統計變數行為變數

7. 網路行銷 楊子青 D-7 1.1 Geographic Segments Geographic location of computers: is not important to users accessing Web sites. but it is very important with an Internet presence. E.g. 靜宜大學網頁提供中、英文版本 Most firms target specific cities, regions, states, or countries with their product offerings. reach only customers in countries where it distributes products. only sell to geographic areas where they can provide customer service.

8. 網路行銷 楊子青 D-8 1.2 Demographic Segments (1) Occupation ( 職業 ) Few years ago, the Internet = a place for the technologically- and financially-savvy. Today = a place where U.S. residents from all professions find something of use. Fast growing occupational groups in the U.S.: Blue-collar workers ( 藍領工人 ) Homemakers ( 家庭主婦 ) service workers salespeople

9. 網路行銷 楊子青 D-9 Demographic Segments (2) Teens and Children In the US, 75% of 14-17 year olds + 65% of 10-13 years olds use the Internet: Leads families into computer and ISP purchases. Spread the news through online word of mouth ( 口耳相傳 ). One big problem = payment. (3) Disabled ( 殘障者 ) “The Internet’s next niche”: Spend 20 more hours a week online than other Internet users. But this segment tends to have low incomes.

10. 網路行銷 楊子青 D-10 The MyKindaPlace Story MyKindaPlace (http://www.mykindaplace.com)http://www.mykindaplace.com Target to teenage (11-18 years old) girls. The site sports bright pink, blue, and purple colors. Age-appropriate language: link names on the site are labeled: Showbiz (show business 之略的變形 ) ( 演藝事業 ) Chill in ( 好冷 ), Cringe ( 討厭 ), Agony ( 苦惱 )…

11. 網路行銷 楊子青 D-11 The MyKindaPlace Story Target to teenage (11-18 years old) girls. (Cont.) Play “Virtual Boyfriend”, Take fun quizzes ( 惡作劇 ), chat, and send e-cards to friends. Site managers monitor chat rooms so parents don’t pull the plug ( 拔掉插頭 ). Revenues from: Sponsorship ( 贊助 ) Site’s 10 channels are sponsored by brands targeting teens. Merchandise sales Payment: smart cards, and parents’ credit cards.

12. 網路行銷 楊子青 D-12 1.3 Psychographic Segments User psychographics include: Personality, values, lifestyle, interests… Attitudes: Internal evaluations about people, products, and objects, Either positive or negative, Technographics (Attitudes Toward Technology) Determine if a person is optimistic ( 樂觀 ) or pessimistic ( 悲觀 恐懼 ) toward technology, Measure a user’s income level, Query users about their primary motivation for going online.

13. 網路行銷 楊子青 D-13 Consumer Technographic Segments and Proportion in the U.S. Technology Pessimists 48% Sidelined Citizens ( 線外公民，科技落後者 ) 28% Low Income Media Junkies ( 電 視第四台之媒體 癮君子 ) 5% Traditionalists ( 只 看錄影帶之傳統 主義者 ) 8% Handshakers ( 握 手談生意，而不 用科技者 ) 7% High Income Gadget Grabbers ( 小玩意如任天堂 之擷取者 ) 9% Digital Hopefuls ( 低價電腦的數位 希望族 ) 7% Techno-Strivers ( 科技奮鬥家 ) 7% Low Income (<$40,000) Mouse Potatoes ( 滑鼠狂 ) 9% New Age Nurturers ( 培育者 ) 8% Fast Forwards ( 科技急先鋒 ) 12% High Income (>$40,000) Technology Optimists 52% Entertainment FamilyCareer Motivation for Using Internet

14. 網路行銷 楊子青 D-14 1.4 Behavior Segments Two behavioral segmentation variables are: Benefit segmentation ( 利益區隔 ) : based on the benefits consumers desire from the product. “70% of online shoppers can be segmented into two groups: Bargain hunters, and Convenience shoppers. Product usage ( 產品使用 ) Light, medium and heavy product usage. Brand loyal, loyal to the competitive product, switchers (who don’t care which brand they use), and nonusers of the product.

15. 網路行銷 楊子青 D-15 2. Targeting Online Customers Marketers must select the best potential segments for targeting: Consider findings from the SWOT analysis Look for the best fit between the market environment and the firm’s expertise and resources. To be attractive, an online segment must be accessible through the Internet, sizable, growing, and hold great potential for profit.

16. 網路行銷 楊子青 D-16 2.1 Four Targeting Strategies (1) Mass marketing ( 大量行銷 ) Undifferentiated targeting ( 無差異化行銷 ) Offers one marketing mix for the entire market. (2) Multi-segment marketing ( 區隔化行銷 ) Selects two or more segments and designs marketing mix strategies specifically for each. 市場行銷組合 市場區隔一行銷組合一 市場區隔二行銷組合二 市場區隔三行銷組合三

17. 網路行銷 楊子青 D-17 Four Targeting Strategies (3) Niche marketing ( 利基行銷 ) Selects one segment and develops one or more marketing mixs to meet the needs of that segment. (4) Individualized targeting ( 個人化行銷 ) The Internet’s big promise: giving individual consumers exactly what they want at the right time and place. 市場區隔一 市場區隔二行銷組合 市場區隔三

18. 網路行銷 楊子青 D-18 2.2 Targeting Communities on the Internet People join communities because: 44.8% with people who share their hobbies; 31.5% with other professionals; 27.2% with family members; Targeting can be achieved by building community through: chat rooms, discussion groups, bulletin boards, and online events. Motivation value received in both information and social bonding.

19. 網路行銷 楊子青 D-19 Targeting Communities on the Internet Web sites encourage users to return again and again and see what their cyber friends are discussing and doing online. In discussion groups, users feel part of the site by posting their own information and responding to other users. Amazon.com allows users to write their own book reviews and read the reviews of others.

20. 網路行銷 楊子青 D-20 3. Differentiation Differentiation is what a company does to the product. The process of adding a set of meaningful and valued differences to distinguish the company’s offering from competitors’ offerings. “A company can differentiate its market offering along five dimensions: product, services, personnel, channel, and image.”

21. 網路行銷 楊子青 D-21 Internet-Specific Differentiation Strategies 1. Site Environment 2. Tangibilize ( 可見 化 ) the Intangible 3. Trust  Look and feel of site  User friendly  Accurate portrayal ( 精確描 述 ) of company and product  3-D images  Trial downloads  Customer reviews  Clearly state privacy policy  Use encryption for secure transactions 4. Efficiency and Timeliness ( 及時 ) 5. Pricing6. CRM  Deliver what is promised to customers  Deliver in a timely manner  Be aware of competitor pricing  Potential customer savings  Customer tracking  Customer-driven personalization and convenience

22. 網路行銷 楊子青 D-22 The J.Peterman Story http://www.jpeterman.com

23. 網路行銷 楊子青 D-23 The J.Peterman Story J.Peterman A classic example of successfully combining clever differentiation with powerful positioning. J.Peterman’s statement of philosophy: People want things that are hard to find. Things that have romance ( 羅曼蒂克 ), but a factual ( 有事實根據的 ) romance, about them. Clearly, people want things that make their lives the way they with they were.

24. 網路行銷 楊子青 D-24 The J.Peterman Story Every clothing and accessory ( 配件 ) item offered comes: with a narrative ( 故事 ) setting the stage in the customer’s mind for romantic travel.

25. 網路行銷 楊子青 D-25 Product Example of J.Peterman I always wanted to cross the Sahara ( 撒哈拉沙漠 ), and the Gobi ( 戈壁 ), by foot. But I didn’t. I did not swim the Hellespont ( 海峽名 ). Didn’t ascend Mont Blanc ( 白朗峰 ). Didn‘t read all the books I had to read. Didn’t spend even one night at Shepheard‘s Hotel in Cairo ( 開羅 ). Not one. Shepheard‘s burned ( 燒毀 ) to the ground before I could afford to check in. That night, it became my code word for everything unobtained, undone. In case there are a few things in your life you wanted but didn‘t get, I offer as consolation( 慰藉 ). The Impossibly- Perfect-Night-at-Shepheard's-Hotel-in-Cairo Bath robe( 長袍 ). Shepheard‘s Hotel Robe (No. 1148), for men and women. Sizes: XS, S, M, L, XL, XXL.

26. 網路行銷 楊子青 D-26 4. Positioning The process of creating a desired image for a company and its products in the minds of a chosen user segment. Concerns brands, the company itself, or individual products. The concept is simple: To be successful, a company must: Differentiate itself and its products from all other competitors.

27. 網路行銷 楊子青 D-27 4.1 Bases for Positioning Firms can position on the basis of: Product or service attributes (“the smallest cell phone”), High-tech image (“our cell phones handle e-mail”), Benefits (“fits in your pocket”), User categories (“best cell phone for college students”), Comparison with competitors (“our phone is less expensive than the Nokia”), Take an integrator position (“a full range of electronic products and services”).

28. 網路行銷 楊子青 D-28 網站定位實例 產品定位：雄師旅遊：真正全國最大出團中心雄師旅遊：真正全國最大出團中心 使用者類別、利益定位： MOOK 自遊自在旅遊網： 華文旅遊內容網 MOOK 自遊自在旅遊網： 華文旅遊內容網 科技定位：任逍遙：任逍遙市民網任逍遙：任逍遙市民網 科技、使用者類別定位：夜市通：找夜市到夜市通夜市通：找夜市到夜市通 使用者類別定位：旅遊王：網路訂房旗艦旅遊王：網路訂房旗艦 使用者類別定位：民宿王：最多人瀏覽的民宿網站民宿王：最多人瀏覽的民宿網站 產品定位：年代售票網：最大的藝文售票系統年代售票網：最大的藝文售票系統 競爭者定位：元碁售票網：滿足您訂票的需要元碁售票網：滿足您訂票的需要 整合定位：東森購物網路商城：關心你的每件事東森購物網路商城：關心你的每件事

29. 網路行銷 楊子青 D-29 4.2 Repositioning on the Web Is the process of creating a new or modified brand, company, or product position. Positioning alone won't make a product successful. A company must be flexible enough to react. Is a long-term challenge when attempting to change the way customers perceive their brands. Example: Amazon.com Originally Amazon was positioned as “the world’s largest bookstore”. Today it promises the “Earth’s biggest selection” of a variety of products from music to electronics and more.