案例---国际市v场细分.docVIP

International Segmentation I. Case Study: Market segmentation is about subdividing a market into groups of consumers, each of which needs a separate marketing mix for maximum exploitation. The individual customer groups are likely to respond in markedly difference in response, the better is the segmentation differential. Essentially, the segmentation exercise must identify customer characteristics that correlate closely with buying intentions. There are a number of reasons why segmenting a market is helpful, among them the following: *It helps the firm to evaluate the positions of competitors