选择目标市场与市场定位[21p].pptVIP

Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers 市场细分、选择目标市场和市场定位 Objectives 目标 Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning. Understand the major bases for segmenting consumer and business markets. 说明目标市场营销的三个步骤：市场细分、选择目标市场和市场定位 列出并讨论细分市场的主要层次，以及消费者市场和产业市场的细分因素 Objectives 目标 Know how companies identify attractive market segments and how they choose a target marketing strategy. Comprehend how companies position their products for maximum competitive advantage. 解释公司如何识别有吸引