,差異化行銷,3,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,4,利潤區隔,5,#1,6,“Women 18-49”,7,如何定義一個高利潤購買者?,根據他們的購買行為而不是人口統計分析,8,Yogurt High-Profit Buyers,They buy a lot of yogurt.,They could buy even more of the brand.,They buy a lot of the brand.,9,An Universal Phenomenon,33%,75%,Sales,Buyers,10,#2,11,12,#3,13,69% to,the competition,the brand,31% to,Average Share of High-Profit Customer,Source: MRCA, 1992,14,#4,15,#5,16,#5,“Differential Marketing”,17,
