營銷細分瞄準定位競爭優(yōu)勢-wenkub
2023-01-27 22:32:38 本頁面
【正文】 segmentation, targeting, and positioning for petitive advantage At a glance List and discuss the major levels of market segmentation and bases for segmenting consumer and business markets Explain how panies identify attractive market segments and choose a marketcoverage strategy Discuss how panies can position their products for maximum petitive advantage in the marketplace Stages in Market Orientation Mass Marketing ProductVariety Marketing Target Marketing 1. Identify Bases for Segmentation 2. Develop Profiles of Segments 3. Develop Measures of Attractiveness 4. Select Target Segment(s) 5. Develop Positioning for Each Segment 6. Develop Marketing Mix for Each Segment Market Positioning Market targeting Market Segmentation Steps in Segmentation, Targeting, and Positioning Segmentation The process of identifying specific segments– whether they be country groups or individual groups—of potential customers with homogeneous attributes who are likely to exhibit similar buying behavior. Levels of marketing segmentation Mass marketing Segment marketing Niche marketing Micromarketing Complete segmentation No segmentation Bases for Segmenting Consumer Markets C H A R A C T E R I S T I C S Demographic Geographic Behavior Psychographics Cha
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