奥美差异化行销081

Ref:\omd.go\training\99train\dfmc.ppt差異化行銷Ref:\omd.go\training\99train\dfmc.ppt差異化行銷差異化行銷是要說明五項行銷基本事實人口統計分析不再是唯一區隔的原則所有的消費者都創造不同的價值一個品牌最好的顧客也就是一個品牌最好的潛在顧客所有的高利潤消費者創造不同的價值所有的消費者應該有不同的待遇2Ref:\omd.go\training\99train\dfmc.ppt利潤區隔HighMediumLowNo-Profit1313Thecriticalnatureofprofitdifferentialcanbestbedemonstratedbysegmentingconsumersonthebasisoftheprofitopportunitytheyprovidethemarketer-eithernoworinthefuture.ThisiscalledrofitSegmentation.Invirtuallyanycategory,consumerscanbedividedintofoursegments-high-profit,medium-profit,low-profit,andno-profit.Consumersineachgrouphavesimilarlevelsofpotentialprofitability,anddifferentfromthoseinothersegments.Tokeepthingssimple,thethreeprofit-makingsegments,arecustomarilycreatedbydividingallcategorybuyersintothreegroupsofequalsize.(Theno-profitsegmentcanbeanysize.Itconsistsofthoseconsumerswhoarenot