市場細分、選擇目標市場與市場定位(文件)
【正文】 忠誠度 ? Demographic segmentation ? Industry, pany size, location ? Operating variables ? Technology, usage status, customer capabilities ? Purchasing approaches ? Situational factors ? Urgency, specific application, size of order ? Personal characteristics ? Buyerseller similarity, attitudes toward risk, loyalty 10 Segmenting International Markets 國際市場細分 ? 地理細分 ? 處所或區(qū)域 ? 經(jīng)濟因素 ? 收或經(jīng)濟發(fā)展水平 ? 政策和法律因素 ? 政府的穩(wěn)定度 /類型、金融政策、官僚程度 ? 文化因素 ? 語言、宗教、價值觀、態(tài)度、習慣、行為模式 ? Geographic segmentation ? Location or region ? Economic factors ? Population ine or level of economic development ? Political and legal factors ? Type / stability of government, moary regulations, amount of bureaucracy, etc. ? Cultural factors ? Language, religion, values, attitudes, customs, behavioral patterns 11 Requirements for Effective Segmentation 有效細分的要求 ? 可測量性 ? 細分市場的規(guī)模、購買力、基本情況 ? 可接近性 ? 能夠接近并提供服務 ? 實在性 ? 足夠大并且能夠贏利 ? 可辨別性 ? 有不同的反應 ? 可行性 ? 可以實行有效方案 ? Measurable ? Size, purchasing power, and profile of segment ? Accessible ? Can be reached and served ? Substantial ? Large and profitable enough to serve ? Differentiable ? Respond differently ? Actionable ? Effective programs can be developed 12 Target Marketing 確定目標市場 ? Evaluating Market Segments ? Segment size and growth ? Segment structural attractiveness ? Level of petition ? Substitute products
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