市場計劃行銷概觀-文庫吧資料
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【正文】 ractice of Marketing, 169。 1998 McGrawHill Target marketing strategies 目標市場策略 ? Undifferentiated marketing 未分化的市場 ? Differentiated marketing 有區(qū)分的市場 ? Focused marketing 有側(cè)重點的聚焦市場 ? Customized marketing 用戶化的市場 8 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill Macro and micro segmentation of anizational markets 用 Macro and micro 方法細分有組織的市場 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 6 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 細分市場的方法和目標市場 c1 c5 c7 c2 c6 c3 c4 c8 c1 c5 c7 c2 c6 c3 c4 c8 The disaggregated market 分散的市場 The segmented market 細分市場 The target market 目標市場 The characteristics of individual customers are understood 消費者對于每一個分散市場的了解 Customers are grouped into segments on the basis of having similar characteristics 根據(jù)相似的基本特征， 消費者將零星分散的市場進行規(guī)類劃分 Segment 3 is judged to be most attractive and a marketing mix strategy is designed for that target market 當細分市場后， 3被確定為最有吸引力的市場后， 整合的市場溝通計劃就開始擬定， 作為針對目標市場的策略 1 2 3 1 2 3 Marketing mix targeted at segment 3 4 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill Entry into new markets Product development Market expansion Increase sales volume Market development 市場的開發(fā)和發(fā)展 Market peration Promote new uses 促進新的消費者 Enter new segments 進入新的細分市場 Strategic options for increasing sales volume 銷售量增長的策略性選擇 25 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill Increase sales volume Entry into new markets Market developme
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