銷售：管理有利潤的客戶關系8(完整版)
【正文】 ic factors ? Population ine or level of economic development ? Political and legal factors ? Type / stability of government, moary regulations, amount of bureaucracy, etc. ? Cultural factors ? Language, religion, values, attitudes, customs, behavioral patterns Topics 10 Market Segmentation ? Segmenting Consumer Markets ? Segmenting Business Markets ? Segmenting International Markets ? Requirements for Effective Segmentation ? Measurable ? Size, purchasing power, and profile of segment ? Accessible ? Can be reached and served ? Substantial ? Large and profitable enough to serve ? Differentiable ? Respond differently ? Actionable ? Effective programs can be developed Topics 11 Target Marketing ? Evaluating Market Segments ? Segment size and growth ? Segment structural attractiveness ? Level of petition ? Substitute products ? Power of buyers ? Powerful suppliers ? Company objectives and resources 12 Target Marketing ? Target Marketing Strategies ? Undifferentiated (mass) marketing ? Differentiated (segmented) marketing ? Concentrated (niche) marketing ? Micromarketing (local or individual) marketing 13 Target Marketing ? Choosing a TargetMarketing Strategy Requires Consideration of: ? Company resources ? The degree of product variability ? Product’s lifecycle stage ? Market variability ? Competitors’ marketing strategies 14 Target Marketing ? Socially Responsible Targeting ? Some segments are at special risk:
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