国际营销国际营销国际营销 (18).pdf
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1、IdentifyingMarket Segments and TargetsChapter 9User and Usage-Related VariablesOccasionsUser statusUsage rateBuyer-readiness stageLoyalty statusAttitudeFigure 9.2Marketing FunnelFigure 9.3Behavioral Segmentation BreakdownHow Should Business Markets Be Segmented?Demographic Operating variables Purcha
2、sing approaches Situational factors Personal characteristicsMarket targetingEffective Segmentation Criteria Measurable Substantial Accessible Differentiable ActionablePorters five forcesThreat of RivalryThreat of SupplierBargaining PowerThreat of Buyer Bargaining PowerThreat of New EntrantsThreat of
3、 SubstitutesEvaluating&Selecting the Market SegmentsFigure 9.4:Possible Levels of SegmentationOne-to-one marketingIdentify your prospects and customersDifferentiate customers in terms of their needs and value to your companyInteract to improve your knowledge about customers needs and to build relationshipsCustomize products,services,and messages to each customerLegal and Ethical IssuesMarketers must avoid consumer backlashLabeling consumersVulnerable groups Disadvantaged groupsPotentially harmful products
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