營銷核心概念英文版-閱讀頁
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【正文】 2. Develop profiles of resulting segments 3. Evaluate attractiveness of each segment 4. Select the target segment(s) 5. Identify possible positioning concepts for each target segment 6. Select, develop, and municate the chosen positioning concept Fig. Market Segmentation Market Targeting Market Positioning Basic MarketPreference Patterns T35 Fig. (a) Homogeneous preferences (b) Diffused preferences (c) Clustered preferences Sweetness Creaminess Creaminess Creaminess Sweetness Sweetness Heavy and Light Users of Common Consumer Products Fig. T36 HEAVY HALF 75% 71% Soups and detergents (94%) LIGHT HALF 25% 29% 79% 75% 13% 21% 25% 83% 83% 17% 5% 17% 87% Toilet tissue (95%) PRODUCT (% USERS) Shampoo (94%) 81% Paper towels (90%) Cake mix (74%) 19% Cola (67%) 95% Beer (41%) Dog food (30%) Bourbon (20%) Five Patterns of Target Market Selection Fig. T37 Singlesegment concentration Selective specialization Product specialization M1 M2 M3 P1 P2 P3 Full market coverage Market specialization M1 M2 M3 M1 M2 M3 P1 P2 P3 P1 P2 P3 M1 M2 M3 M1 M2 M3 P1 P2 P3 P1 P2 P3 P = Product M = Market SegmentbySegment Invasion Plan T38 Fig. Customer Groups Truckers Railroads Airlines Company B Company A Large puters Product Varieties Personal puters Midsize puters Company C The BCG Competitive Advantage Matrix Fig. Number of Approaches to Achieve Advantage T39 Volume Fragmented Stalemated Specialized Few Size of the Advantage Small Large Many Perceptual Map Fig. T40 Economical Fun rides Exercise Fantasy Good food Easy to reach Magic Mountain Educational, animals Little waiting Disneyland Japanese Deer Park Busch Gardens Knott’ s Berry Farm Lion Country Safari Marineland of the Pacific Live shows Perceptual Map Fig. T41 Low Price Low Quality High Quality High Price G C F E B D A 靜夜四無鄰，荒居舊業(yè)貧。 , January 26, 2023 雨中黃葉樹，燈下白頭人。 :17:2310:17Jan2326Jan23 1故人江海別，幾度隔山川。 :17:2310:17:23January 26, 2023 1他鄉(xiāng)生白發(fā)，舊國見青山。 。 2023年 1月 26日星期四 10時(shí) 17分 23秒 10:17:2326 January 2023 1做前，能夠環(huán)視四周；做時(shí)，你只能或者最好沿著以腳為起點(diǎn)的射線向前。 , January 26, 2023 很多事情努力了未必有結(jié)果，但是不努力卻什么改變也沒有。 :17:2310:17Jan2326Jan23 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 :17:2310:17:23January 26, 2023 1意志堅(jiān)強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。 。 2023年 1月 26日星期四 10時(shí) 17分 23秒 10:17:2326 January 2023 1空山新雨后，天氣晚來秋。 , January 26, 2023 閱讀一切好書如同和過去最杰出的人談話。 :17:2310:17Jan2326Jan23 1越是無能的人，越喜歡挑剔別人的錯(cuò)兒。勝人者有力，自勝者強(qiáng)。 2023年 1月 26日星期四 上午 10時(shí) 17分 23秒 10:17: 1最具挑戰(zhàn)性的挑戰(zhàn)莫過于提升自我。 2023年 1月 26日星期四 10時(shí) 17分 23秒 10:17:2326 January 2023 1一個(gè)人即使已登上頂峰，也仍要自強(qiáng)
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