外文翻譯---從消費(fèi)者鏡頭看待品牌定位-wenkub
2023-05-19 10:50:43 本頁面
【正文】 , which involves dividing a heterogeneous market into a number of mutually exclusive sub markets, . homogeneous groups (also referred to as segments). Formally, segmentation is defined as the “process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs” (Bent 1995。 Myers 1996) is important as it “sets the direction of marketing activities and programswhat the brand should and should not do with its marketing” (Kekker and Lehmann 2020。). Moreover, all members of the marketing team need to be coordinated in order to bee the positioning as close in consumers’ minds as intended by the pany (Crawford 1985). 。 Ellson 2020。 Myers 1996 for an overview).In this regard, it is essential that buyer groups (that are targeted) respond similarly to pany’s marketing activities. Overall, Wind (1982, p. 79) contends that the “real values of product positioning is revealed only when the positioning is coupled with an appropriate market segmentation strategy.” The second step in the STP model is the target market selection. Targeting involves assessing the various segments identified in the segmentation process
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