MarketSegmentation Somewillarguethatmassmarketingisbetter,becauseloweroverallproductioncostsareachieved.Lowerexpensesthenleadstohigherprofits.However,unlessalmosteveryoneisbuyingyourproduct/service,thelowerexpenseswillnotnecessarymeanhigherprofits.MarketSegmentation Asamarketer,definingandidentifyinggroupsofindividualswhowillpay...
MarketSegmentation第十四页,共二十六页。MarketTargetingAfteryouhaveidentifiedthepossiblemarketsegmentsandopportunities,whichsegmentsandhowmanysegmentstotargetorfocusonisyournextstep.第十五页,共二十六页。MarketTargeting第十五页,共二十六页。MarketTargetingEffectiveSegmentationCriteria:Tobeusefulinyourmarketingefforts,market...
MARKETING MANAGEMENT 12th edition 8 Identifying Market Segments and Targets Kotler Keller Chapter Questions What are the different levels of market segmentation? How can a company divide a market into segments? How should a company choose the most attractive target markets? What are the requirements ...
08-Market-segmentation(ppt文档)Chapter7MarketSegmentationand TargetMarketingStrategies (市场细分与目标市场策略)1 Objectives Marketsegmentation(市场细分)Targetmarketchoosing(目标市场选择)Marketpositioning(市场定位)2 营销战略的核心——STP营销 细分市场（Segmenting）选择目标市场(Targeting)市场定位(Positioning)市场细分...
Costing too much time and money, and hurting profit potential. Therefo 2、re, a company should focus or target specific groups or segments of individuals to enhance profit opportunities.,Market Segmentation,Some will argue that mass marketing is better, because lower overall production costs are ...
MarketSegmentation,TargetingandPositioning(英文版)(ppt18页)Theadvantagesofmarketsegmentation Targetmarketselection Differentiation Marketsegmentation Tailoredmarketing mix Opportunitiesandthreats 2020/7/1 2 Theprocessofmarketsegmentationandtarget marketing Thedisaggregatedmarket c1c4 c7 c2 c3 c5 c6 c8 The...
Chapter7Marketsegmentation,targeting,andpositioning •Duetothelimitationofcompanies’resourceanditscapability,companiesrecognizedtheycannotappealtoallbuyerinthemarketplace •Mostcompaniesmovedawayfrommassmarketingandtowardmarketsegmentationandtargeting •Therearethreemajorstepsintargetmarketing Marketsegmentation 1.Identify...
Lecture 3: Market Segmentation, Targeting and Positioning Lecture ObjectivesSegmentation - what/why/how? Target market strategiesPositioning and re-positioning strategies第一页,共二十页。 2The advantages of market segmentationOpportunities and threatsTarget market selectionMarket segmentationTailored marketing ...
Markets Select a market for study Choose bases for segmen-tation Select descriptors Profile and analyze segments Select target markets Design, implement, maintain marketing mix 1 2 3 4 5 6 Note that steps 5 and 6 are actually marketing activities that follow market segmentation (steps 1 through ...
Target Marketing Target marketing requires marketers to take three major steps: Identify and profile distinct groups of buyers who differ in their needs and preferences (market segmentation). Select one or more market segments to enter (market targeting). For each target segment, establish and ...