科特勒營銷管理下載_marketing_management09(完整版)
【正文】 for Segmenting Consumer Markets Occasions, Benefits, Uses, or Attitudes Behavioral Geographic Region, City or Metro Size, Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation, or Ine ... Lifestyle or Personality Psychographic Bases for Segmenting Business Markets ? Demographic ? Operating Variables ? Purchasing Approaches ? Situational Factors ? Personal Characteristics Measurable Accessible Substantial Differential ? Segments must be large or profitable enough to serve. ? Segments can be effectively reached and
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