MIT市场营销讲义09segmentationPPT课件下载推荐.ppt
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MIT市场营销讲义09segmentationPPT课件下载推荐.ppt
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2000PrenticeHallObjectivesObjectivesIdentifyingMarketSegmentsChoosingTargetMarkets2000PrenticeHallMarket-SegmentationMarket-SegmentationProcedureProcedureSurveyMotivationsAttitudesBehaviorAnalysisFactorsClustersProfiling2000PrenticeHallBasesforSegmentingBasesforSegmentingConsumerMarketsConsumerMarketsOccasions,Benefits,Uses,orAttitudesBehavioralGeographicRegion,CityorMetroSize,Density,ClimateDemographicAge,Gender,FamilysizeandLifecycle,Race,Occupation,orIncome.LifestyleorPersonalityPsychographic2000PrenticeHallBasesforSegmentingBasesforSegmentingBusinessMarketsBusinessMarketsDemographicOperatingVariablesPurchasingApproachesSituationalFactorsPersonalCharacteristics2000PrenticeHallMeasurableAccessibleSubstantialDifferentialSegmentsmustbelargeorprofitableenoughtoserve.Segmentscanbeeffectivelyreachedandserved.ActionableSize,purchasingpower,profilesofsegmentscanbemeasured.Segmentsmustresponddifferentlytodifferentmarketingmixelements&@#@actions.Mustbeabletoattractandservethesegments.EffectiveSegmentationEffectiveSegmentation2000PrenticeHallAdditionalSegmentationAdditionalSegmentationCriteriaCriteriaEthicalChoiceofMarketTargetsSegmentInterrelationships&@#@SupersegmentsSegment-by-SegmentInvasionPlansIntersegmentCooperation
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