市場(chǎng)計(jì)劃行銷概觀(編輯修改稿)
2025-03-28 23:23 本頁面
【文章內(nèi)容簡(jiǎn)介】 g sales volume 銷售量增長(zhǎng)的策略性選擇 Increase sales volume Entry into new markets 新市場(chǎng)的進(jìn)入 Market peration New products 新產(chǎn)品 3 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill c1 c5 c7 c2 c6 c3 c4 c8 The process of market segmentation and target marketing 細(xì)分市場(chǎng)的方法和目標(biāo)市場(chǎng) c1 c5 c7 c2 c6 c3 c4 c8 c1 c5 c7 c2 c6 c3 c4 c8 The disaggregated market 分散的市場(chǎng) The segmented market 細(xì)分市場(chǎng) The target market 目標(biāo)市場(chǎng) The characteristics of individual customers are understood 消費(fèi)者對(duì)于每一個(gè)分散市場(chǎng)的了解 Customers are grouped into segments on the basis of having similar characteristics 根據(jù)相似的基本特征， 消費(fèi)者將零星分散的市場(chǎng)進(jìn)行規(guī)類劃分 Segment 3 is judged to be most attractive and a marketing mix strategy is designed for that target market 當(dāng)細(xì)分市場(chǎng)后， 3被確定為最有吸引力的市場(chǎng)后， 整合的市場(chǎng)溝通計(jì)劃就開始擬定， 作為針對(duì)目標(biāo)市場(chǎng)的策略 1 2 3 1 2 3 Marketing mix targeted at segment 3 4 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(gòu)買時(shí)機(jī) Purchase behaviour 購(gòu)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 Macro and micro segmentation of anizational markets 用 Macro and micro 方法細(xì)分有組織的市場(chǎng) Macrosegment 2 (mediumsized panies) 中型公司 Macrosegment 2 (prime choice criterion: convenience) 最根本的要素：便利性 Macrosegment 3 (small panies) 小型公司 Macrosegment 3 (prime choice criterion: price) 最根本的要素：價(jià)格 Macrosegment 1 (large panies) 大型公司 Macrosegment 1 (prime choice criterion: reliability) 最根本的要素：可靠性 Organizational market 有組織的市場(chǎng) 6 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill Segmenting anizational markets 細(xì)分有組織的市場(chǎng) Organizational s
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