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【正文】 標(biāo)和公 司資源狀況（科特勒 2020）。（科樂和萊曼 2020年第 740）因此，制定營銷方案，確保市場營銷組織的決策和支持是一致，都是依靠定位（阿克爾 1982年）。 Lilien and Rangaswamy 2020), which is considered to be the basis for all marketing strategy (Kotler 2020). The first step in this model is segmentation, which involves dividing a heterogeneous market into a number of mutually exclusive sub markets, . homogeneous groups (also referred to as segments). Formally, segmentation is defined as the “process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs” (Bent 1995。). Moreover, all members of the marketing team need to be coordinated in order to bee the positioning as close in consumers’ minds as intended by the pany (Crawford 1985). 。 Myers 1996 for an overview).In this regard, it is essential that buyer groups (that are targeted) respond similarly to pany’s marketing activities. Overall, Wind (1982, p. 79) contends that the “real values of product positioning is revealed only when the positioning is coupled with an appropriate market segmentation strategy.” The second step in the STP model is the target market selection. Targeting involves assessing the vario
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