营销战略过程：消费者分析（一）

营销战略过程：消费者分析（一）

营销战略过程

The marketing process is a circular function. Marketing plans undergo many changes until all the parts are internally consistent and mutually supportive of the objectives. All aspects of a proposal need to work together to make sense. It is easy to get one part right, but an internally consistent and mutually supportive marketing plan is a great accomplishment. It’s a seven-part process.

营销过程是一个循环过程。为了实现制定的目标，需要不断地修改营销计划，以使各部分内在一致且互为补充。一个计划只有在其各个部分相互衔接时才有意义。要做好其中的一部分非常容易，但要做出一个各部分内在一致且互为补充的营销计划，却是一项了不起的成就。制定营销战略有以下7个步骤：

图片

Consumer Analysis 消费者分析

Market Analysis 市场分析

Review of the Competition and Self 竞争对手调查和自身优势分析

Review of the Distribution Channels 分销渠道分析

Development of a “Preliminary” Marketing Mix 制定“初步”营销组合

Evaluation of the Economics 经济评估

Revision and Extension of Steps 1–6 until a consistent plan emerges 修正前6个步骤，直至产生一个协调的方案

Although there are seven steps, their order is not set in stone. Based on circumstances and your personal style, the order of the steps may be rearranged.

尽管有7个步骤，但它们的顺序并非一成不变。根据实际情况和个人喜好，可以重新安排各个步骤。

CONSUMER ANALYSIS

消费者分析

Consumer Analysis → Market → Competition → Distribution → Marketing Mix → Economics → Revise

All marketing plans should begin with a look at the all-important “consumer” and his or her needs. People do not have the same needs or desires. The objective of consumer analysis is to identify segments or groups within a population with similar needs so that marketing efforts can be directly targeted to them. Starting anywhere else tends to restrict your thinking and all subsequent analysis. Several important questions must be asked to find the market that will unlock untold marketing riches:

所有营销计划，首先都需要分析至关重要的“消费者”以及他们的需求。人们的需求和欲望是各不相同的。消费者分析的目的在于，确定人群中具有相似需求的群体,以使营销工作更具有针对性。从任何其他角度着手都可能限制你的思路以及所有以后的分析。必须先问自己如下重要的问题，以找到将会产生无穷无尽的营销财富的市场：

What is the need category? Who needs us and why?

            需求类别是什么?谁需要?为何需要?

What is the need or use that your product addresses? The question may seem unnecessary, but in answering it you may uncover a potential market for the product that was previously overlooked. That is why this question has to be addressed first, before you begin to pollute your mind with conventional thoughts.

你的产品针对什么需求或用途?问这个问题看起来似乎没有必要，但是在找到答案后，你可能会发现过去忽略了的潜在的产品市场。这也是为什么必须首先涉及这个问题，以免传统的思维方式影响你。

Who is buying versus who is using the product?

            什么人购买和什么人使用该产品?

Buyers many times are different from users. Women, for example, make the majority of purchases of men’s underwear and socks. Determining the buyer as well as the user provides the essential initial insights to create a marketing plan.

在很多情况下，购买人并非使用者。例如，男人的内衣和袜子大多是由女性购买的。确定购买人和使用人是谁，为营销计划的制订提供了基本的思路。

What is the buying process?

            购买程序是什么?

Once you have established the need, and who is making the purchases, you should try to form a hypothesis on how the product is bought. Marketing research is a prime source of information, but just as valid are your own observations, investigation, and intuition.

一旦确定了需求类别以及购买人是谁，就该设想一下客户将如何购买产品。固然市场研究提供了主要信息，然而你自己的观察、调查和直觉也同样重要。

Understanding the buying process is critical because it will lead to the possible routes to reach buyers. The buying process includes all the steps that a person takes leading to a purchase. For any particular product, the buying process can include one or all of the following steps:

懂得购买程序至关重要，因为它能让你了解直接到达购买者的渠道。购买程序包含导致一个人最终购买产品的所有步骤。任何一个特定产品，其购买程序可能包括以下一个或所有步骤：

Awareness → Information Search → Evaluate Alternatives → Purchase → Evaluate

意识→信息搜寻→评估替代品→购买→评估

Awareness. (Interest, Problem Recognition). “I might need something.” At some point a person will realize a need. Advertising may trigger that need. Prestige products such as designer clothes and fragrances trigger desire. They meet emotional needs such as love and group acceptance. You need to ask yourself, “How do consumers become aware of my product?” “Where are my targets likely to be exposed to my message?

意识。(兴趣，承认问题存在)“我可能需要些什么。”在某一个时刻，人意识到一种需求。广告能促使这种需求产生。著名产品，例如品牌服装设计师的服装和香水，导致了这种需求。它们满足了人们情感上希望被人们喜爱和接受的需求。你需要自问一下，“怎样才能让消费者知道我的产品的存在?客户在哪里会看到我的产品的信息?”

  Information Search. “Sounds good, let me find out more about it.” People involved in purchase decisions are confronted with information from a variety of sources: Consumer Reports, salespeople, blogs, specialty magazines, family, friends, and local experts. As a marketing manager, you want your target market to get as much favorable information as possible about your product when and where buyers make their buying decisions. For example, store displays play that role at the point of purchase (POP).

信息搜寻。“听上去不错，我再了解一下。”涉及购买决策的人们从各个渠道获得信息——消费报告、销售人员、微博、专业杂志、家人、朋友、当地专家。作为一名营销经理，应尽力在购买人做出购买决策的时间和地点，把自己产品好的信息传递给他们。例如，商店里布置的购物陈列点就起这个作用。

Evaluate the Alternatives. Which one is best for me? This includes not only products within a category, but substitutes as well.  Depending on the importance of the product, consumers may seek additional information and advice. Car purchases often include a trip to the local mechanic or the neighborhood car buff. Placing positive information where your buyers are likely to look is one key to marketing success.

评估替代品。哪种产品最适合我?这不仅包括某一种产品，也包含其替代品。根据产品的重要性，消费者可能会寻求更多的信息和建议。买汽车的人常常会跑一趟当地的汽车修理站，或征求邻居车迷的看法。在你的购买人可能会去的地方留下良好的信息，是营销成功的关键因素之一。

At this stage of the buying process the marketing manager would like to identify the influencers of his target’s buying behavior. In the golf industry the club pro is a key influencer in the equipment-buying decision of golfers. If you can sell the pro, you can sell to the club’s members.

购买程序到了这个阶段，营销经理就要确定是哪些人对他的目标人购买行为产生影响。在高尔夫球这个领域里，对客户购买球杆起决定作用的是俱乐部的职业教练。如果你能把球杆卖给他，就能卖给俱乐部会员。

Distribution is also crucial at the evaluation stage of the buying process. If a product is not readily available, a comparable substitute may be chosen just for convenience or immediacy of need. Coca-Cola’s and Pepsi’s wide distribution makes it tough for any new cola competitor to ever be any more than a fringe brand.

在购买程序的评估阶段，研究分销渠道也是至关重要的。如果产品一时无货，人们可能出于方便或急用而选择某个有可比性的替代品。可口可乐和百事可乐的巨大分销网络，使得任何新的可乐竞争对手都难有立足之地。

The Purchase Decision. This is the big sale. Even though the decision to buy could be yes, in certain instances the first purchase is only a trial. In those instances the decision process is more time-consuming and difficult to make because there is more risk involved. It is very important for the marketer to understand risk. Through the use of a number of marketing tools, such as advertising, knowledgeable salespeople, warranties, and printed materials, purchase risk can be reduced by offering the buyer information explaining what level of performance he or she can expect, as well as providing a basis of comparison with competing products.

购买。这是重头。在有些情况下，消费者尽管做出了购买决策，第一次购买也可能仅仅是尝试性的。在这种情况下，由于风险大，决策程序就变得更耗时间，决心更难下。对于一个营销家来说，了解什么是风险是十分重要的。通过运用多种营销手段，例如广告、经验丰富的销售人员、保修以及宣传资料，并向购买者提供信息，说明他可以得到的性能，同时提供一些与竞争产品比较的信息，便可降低购买风险。

Evaluate. (Postpurchase Behavior). Did I make a mistake? This conclusion can be reached either on a physical level by testing the product’s efficacy or on a psychological level by checking for peer approval. Buyer’s remorse and postpurchase dissonance are terms to describe the period of confusion that often follows a purchase. Automobile advertising, for example, is not only targeted at potential buyers, but also at recent buyers to reassure them that they didn’t screw up.

评估。(售后行为)我是否犯了个错误?这可能是在测试了产品效能之后得出的实际结论，也可能是征求他人认可的心理性结论。购买人的懊悔和售后心理波动，就是描写这种购买后惶惑阶段的术语。例如，汽车广告的对象不仅仅是潜在的买主，还包括最近买了车的人，这如同向他们保证，他们的购买决策没有错。

(To be continued)

Reference:

Ten-Day MBA 4th Ed. by Steven Silbiger