市場細(xì)分、選擇目標(biāo)市場與市場定位(參考版)
2025-01-22 23:07本頁面
【正文】 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers 市場細(xì)分、選擇目標(biāo)市場和市場定位 1 Objectives 目標(biāo) ? Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning. ? Understand the major bases for segmenting consumer and business markets. ? 說明目標(biāo)市場營銷的三個(gè)步驟：市場細(xì)分、選擇目標(biāo)市場和市場定位 ? 列出并討論細(xì)分市場的主要層次，以及消費(fèi)者市場和產(chǎn)業(yè)市場的細(xì)分因素 2 Objectives 目標(biāo) ? Know how panies identify attractive market segments and how they choose a target marketing strategy. ? Comprehend how panies position their products for maximum petitive advantage. ? 解釋公司如何識(shí)別有吸引力的細(xì)分市場并選擇市場覆蓋策略 ? 論述公司如何定位自己的產(chǎn)品，使其在市場上具有最大的競爭優(yōu)勢(shì) 3 ? Sells multiple brands within the same product category for a variety of products ? Brands feature a different mix of benefits and appeal to different segments ? Has also identified different niches within certain segments ? Product modifications are useful: Tide offers seven different product formulations to serve different niches’ needs Procter Gamble 寶潔 Case Study案例研究 4 Definition 定義 ? Market Segmentation: ? Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. ? 市場細(xì)分： ? 根據(jù)消費(fèi)者的不同需求、特征和行為，將一個(gè)市場分為幾個(gè)有明顯區(qū)別的消費(fèi)者群體，他們可能需要不同的產(chǎn)品和市場營銷組合。 5 Segmentin
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