外文翻譯---從消費(fèi)者鏡頭看待品牌定位-預(yù)覽頁(yè)
【正文】 se they are likely to respond differently to various marketing activities (Myers 1996) and are relevant for explaining and predicting customer behavior to a pany’s marketing actions (Wind and Cardozo 1974). Segments can be based upon (and are thus homogeneous in terms of) various consumer characteristics such as demographics, lifestyles, behavioral patterns, needs, values, and other characteristics (see Wedel and Kamakura 2020。). Thus, the development of the marketing program should be linked to the positioning to ensure that marketing mix decisions are consistent and supportive (Aaker and Shansby 1982). For example, when a pany claims high prestige, it can support this claim by charging a premium price, by limiting the number of distribution outlets, and by producing less than demanded (. Bhat and Reddy 1998). The marketing mix can hence be viewed as “the tactical details of the brand’s positioning strategy, any decision on positioning has direct and immediate implications for whole marketing mix” (Evans, Moutinho, and van Raaij 1996,).Conversely, all elements of the marketing mixpromotion, pricing, distribution and, of consumers (Easingwood and Mahajan
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