医院营销定位的目的.ppt

* * * * 卢展工：不能让护士找不到对象 * * * 谢 谢！ 地址:广州市广州大道南448号财智大厦1709室 邮编:510300 电话: 020 传真：020 网址：/ 欢迎交流 * * Many people do not understand that ethics are situation-specific and time-based -- and business ethics are no exception. Teaching Tip: But this does not mean that ethics are capricious or unimportant. In fact, all societies have a code of ethics and more businesses than ever recognize that a strong code of ethics is good business: it can protect the company from internal wrong-doing and possible legal liability, and, for marketers, serve as a strong foundation upon which to build long-term customer relationships. Ethical development can be thought of as having three levels: Preconventional Morality. This childlike level is calculating and self-centered. As a selfish morality, it is typically based upon what is likely to be immediately rewarded or punished. Conventional Morality. At this level the focus moves away from the self and toward the expectations (conventions) of the society in which the individual lives. Loyalty and obedience to “the rules” are important and this behavior can be generalized from society as a whole to an attachment to one’s company or organization. Marketers at this level are concerned with whether or not an activity is legal and how it is viewed by others. Postconventional Morality. At this level, the individual takes a long-run view of her or his actions, weighing them in relation to terminal values and matters of principle. This is the morality of the mature adult. * * 为什么要进行市场细分？ 我们的产品和服务再好，品牌再响亮，也不可能满足所有人的所有需要，也不可能满足所有人的一部分需要，更不可能满足一部分人的所有需要，只能满足一部分人的一部分需要，而找到这部分需要，并用可行的营销差异化策略去满足它，就要进行市场细分和市场定位。 * 市场细分的概念 市场细分，是以消费者需求为出发点，通过一个或数个变量，根据消费者购买行为的差异性，把消费者总体划分为类似性购买群体，便于服务组织提供不同服务和营销组合的过程。简单来说就是将一个大市场分割为若干个小市场，而每一个小市场的客户都有类似的消费需求，购买心态，消费模式和购买方式。 * 市场细分的主要变量 按照顾客特征细分 人口统计学细分 性别、年龄、家庭生命周期等。 社会经济学细分 购买力、教育程度、社会等级等。 心理学细分 生活方式特征、态度、个性等。 地理细分 市场范围、人口密度、