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kotler08_basic_marketingmanagement課件-閱讀頁

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【正文】 istics 814 Models of Sequential Segmentation ? Stage of decision ? Firsttime prospects ? Novices ? Sophisticates ? Orientation ? Priceoriented ? Solutionoriented ? Strategicvalue 815 Steps in Segmentation Process ? Needsbased segmentation ? Segment identification ? Segment attractiveness ? Segment profitability ? Segment positioning ? Segment acid test ? Marketing mix strategy 816 Effective Segmentation Criteria ? Measurable ? Substantial ? Accessible ? Differentiable ? Actionable
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