市場營銷中英版-資料下載頁
2025-06-17 01:00本頁面
【正文】 .v Mass marketing(大量營銷）v Target marketing（目標(biāo)營銷）1）Requirements of Market Segments 市場細(xì)分的要求v Identifiable（可確認(rèn)的）: The differentiating attributes（部分） of the segments must be measurable so that they can be identified.v Accessible（可以達(dá)到的）: The segments must be reachable through munication and distribution channels.v Substantial: The segments should be sufficiently large to justify the resources required to target them.v Unique needs（獨(dú)特的需求）:To justify separate offerings, the segments must respond differently to the different marketing mixes.v Durable（耐用持久的）:The segments should be relatively stable to minimize the cost of frequent changes.2）Segmentation Bases 細(xì)分依據(jù)v Geographic segmentation bases(地理因素）: city, state, region.v Demographic segmentation bases（人口因素）：age, ine, education, occupation, sex, race, social class.v Psychographic segmentation bases（消費(fèi)心理因素）: attitudes, personality, opinions, lifestyles, interests, motives.v Behaviouralistic segmentation（消費(fèi)行為因素）: Based on actual customer behavior toward products.7 / 7
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