市場(chǎng)營銷學(xué)講義-全英文5(ppt27)-銷售管理(編輯修改稿)
2024-09-18 16:58 本頁面
【文章內(nèi)容簡(jiǎn)介】 Dilutes brand image and operation efficiency ? Logistical problems Presented by Zhou Yanfeng Business School, Zhongshan University 12 Levels of Market Segmentation: Micromarketing ? Individual marketing ? Tailoring products and marketing programs to the needs and preferences of individual customers ? Mass customization ? Custommade products ? Selfmarketing Presented by Zhou Yanfeng Business School, Zhongshan University 13 Segmenting Consumer Markets: Geographic Segmentation ? Divide market into separate geographic units ? Nations, regions provinces, cities, etc. ? Develop regional marketing programs Presented by Zhou Yanfeng Business School, Zhongshan University 14 Segmenting Consumer Markets: Demographic Segmentation ? Consumer patterns often follow their demographics ? Most popular method ? Easier to measure than most segmentation variables ? Needed for market size and access Presented by Zhou Yanfeng Business School, Zhongshan University 15 Segmenting Consumer Markets: Demographic Segmentation ? Age and lifecycle stage ? Wants and needs vary with stage ? Guard against stereotypes ? Gender ? Buying patterns frequently follow gender ? Ine ? Affluent to restricted ines Presented by Zhou Yanfeng Business School, Zhongshan University 16 Segmenting Consumer Markets: Psychographic Segmentation ? Lifestyle ? Reflected in purchases ? Personality ? Express who they are Presented by Zhou Yanfeng Business School, Zhongshan University 17 Segmenting Consumer M
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