软件简介
营销管理下载9
Objectives
Identifying Market Segments
Choosing Target Markets
Steps in Market Segmentation, Targeting,and Positioning
Basic Market-Preference Patterns
Market-Segmentation Procedure
Survey
Motivations
Attitudes
Behavior
Analysis
Factors
Clusters
Profiling
Bases for Segmenting Consumer Markets
Bases for Segmenting Business Markets
Demographic
Operating Variables
Purchasing Approaches
Situational Factors
Personal Characteristics
Effective Segmentation
Heavy and Light Users of Common Consumer Products
Additional Segmentation Criteria
Ethical Choice of Market Targets
Segment Interrelationships & Supersegments
Segment-by-Segment Invasion Plans
Intersegment Cooperation
Five Patterns of Target Market Selection
Segment-by-Segment Invasion Plan
Review
Identifying Market Segments
Choosing Target Markets
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