【市場營銷英文版】08market-segmentation-and-targeting1(參考版)
2024-11-16 23:36本頁面
【正文】 Additional considerations:第二十六 頁 ，共二十六 頁 。 Types of Segmentation:。ir243。Market TargetingAdditional considerations:Segmentbysegment invasions: entering one segment at a time and avoiding letting rivals know which segment is next, good planning required.Updating segmentation arrangements: segmentation analysis needs to be on a regular basis.Ethical choice of target markets: sometimes a choice can cause controversy, consumers can be concerned if vulnerable groups are taken advantage of or potentially harmful products are promoted.第二十五 頁 ，共二十六 頁 。Market TargetingFull market coverage targeting:A attempt is made to serve all customer groups with all the products they might need. Only a few large panies can employ this targeting method effectively, but sometime even they fail.第二十三 頁 ，共二十六 頁 。Market TargetingProduct specialization targeting:Under this arrangement, the pany specializes in making a certain product for several segments. The product might be further specialized for each segment (. Texas Instrument calculators). The risk is technological change might end the need for the product. 第二十一 頁 ，共二十六 頁 。Market TargetingSinglesegment concentration targeting:This choice involves concentrated marketing. The pany gains a thorough understanding of the chosen segment’s needs
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