市场营销Chapter 9.pptVIP

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 S