市場(chǎng)計(jì)劃行銷的概觀中英文-文庫吧在線文庫
【正文】 目標(biāo) 4 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill Product growth strategies: the Ansoff Matrix 促進(jìn)產(chǎn)品增長(zhǎng)的策略 Market peration or expansion 擴(kuò)大市場(chǎng)滲透率 Product development 發(fā)展新產(chǎn)品 Diversification 多樣化 Market development 發(fā)展新市場(chǎng) Existing 現(xiàn)有市場(chǎng) New 新市場(chǎng) Existing 現(xiàn)有產(chǎn)品 New 新產(chǎn)品 Products Markets 20 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill Segmenting consumer markets 以消費(fèi)者為導(dǎo)向的市場(chǎng)細(xì)分 Consumer segmentation 消費(fèi)者的細(xì)分 Behavioural 消費(fèi)習(xí)慣 Benefits sought 利益點(diǎn)的尋求 Purchase occasion 購買時(shí)機(jī) Purchase behaviour 購買習(xí)慣 Usage 用法 Perceptions and beliefs 感覺和信任 Lifestyle 生活方式 Personality 個(gè)性 Demographic 人口情況 Socioeconomic 社會(huì)經(jīng)濟(jì) Geographic 地理位置 Psychographic 心理和精神 Profile 5 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill Keys to successful positioning 成功定位的關(guān)鍵 Clarity 明確 Consistency 一致 Credibility 可信 Competitiveness 競(jìng)爭(zhēng) Successful positioning 成功的定位 4 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill Target marketing strategies 目標(biāo)市場(chǎng)策略 ? Undifferentiated marketing未分化的市場(chǎng) Marketing mix 整合市場(chǎng)策略 Whole market 整體市場(chǎng) 9 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill Entry into new markets Market development Market expansion Increase sales volume Product development 產(chǎn)品的開發(fā)和發(fā)展 Market peration Product line extension 產(chǎn)品線的延伸 Innovation 產(chǎn)品革新 Product replacement 產(chǎn)品的替代 Strategic options for increasing sales volume 銷售量增長(zhǎng)的策略性選擇 24 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill Redefinition
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