国际市场细分、目标市场选择与定位
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“Segment, concentrate, dominate.”
Don Tyson, Senior Chairman, Tyson Foods
“我专为一、敌分为十,是以十攻其一,则我众而敌寡。”“故备前则后寡,备后则前寡,备左则右寡,备右则左寡,无所不备,则无所不寡。”
———《孙子兵法》“虚实篇”
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内容提要
市场与市场细分
消费者市场细分
商业市场细分
国际市场细分
市场细分的步骤
到达细分市场的策略
市场定位
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Learning Objective
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市场与市场细分
Describe the characteristics of
markets and market segments.
Explain the importance of market segmentation. Discuss criteria for essful market segmentation.
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Market Segmentation
Market
Market
Segment
Market
Segmentation
People anizations with needs or wants and the ability and authority to buy
A subgroup of people anizations sharing one or more characteristics that cause them to have similar product needs.
The process of dividing a market into meaningful, relatively similar, identifiable segments or groups.
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市场是…… A Market is...
具如下特征的人或组织 people anizations with
购买欲 needs or wants,
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