營銷細(xì)分瞄準(zhǔn)定位競爭優(yōu)勢(文件)
【正文】 racteristics Geographic location: ?Population by country ?Popn. by Region ?Popn. by City size ?Popn. by Suburbs ?Popn. by Districts Demographics: ?Gender ?Age ?Ine ?Occupation ?Marital status ?Household size ?Race ?Religion ?Education level ?Socioeconomic status ?Lifecycle stage Bases for identifying homogenous groups of consumers that are measurable, accessible, substantial and, actionable Geodemographics Segmenting Business Markets Bases for Segmenting Business Markets Demographics Personal Characteristics Situational Factors Operating Variables Purchasing Approaches 1 2 3 4 5 6 7 8 Singlefactor segmentation 5 6 4 3 gender 2 1 Age female male Doublefactor segmentation gender Ine career Threefactors segmentation Manufacturer A automobiles canning construction Movable house parts Raw material small middle large high low middle users application User size price M u l t i s e g m e n t a t i o n Effective Segmentation Requirements for Effective Segmentation Measurable Substantial Actionable Accessible Targeting A set of buyers sharing mon needs or characteristics that the pany decides to serve. Evaluating Market Segments Size and Growth Structural Attractiveness Company Objectives and
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