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【正文】 2020 Pearson Education, Inc. Publishing as Prentice Hall Differentiation and Positioning Product position is the way the product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to peting products – Perceptions – Impressions – Feelings Chapter 7 slide 20 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Market Segmentation Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product ? Occasions ? Benefits sought ? User status ? Usage rate ? Loyalty status Segmenting Consumer Markets Chapter 7 slide 12 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Market segmentation is the process that panies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs Market Segmentation Chapter 7 slide 4 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Market Segmentation Chapter 7 slide 5 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Market Segmentation ? To be useful, market segments must be: Requirements for Effective Segmentation Measurable Accessible Substantial
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