中山大学吴柏林教授“广告策划与策略”绝密资料CHAP08.pptVIP

Chapter 8 Objectives Identify how and why segmentation is applied to consumer and business markets. Explain how a company can use mass customization to effectively meet the needs of individual customers. List and discuss targeting strategies that a company can use to select and enter the most attractive market segments. Using Market Segmentation What is the difference between market segmentation and mass marketing? Which approach is used more today? What is an argument for mass marketing? What is an argument against it? Levels of Market Segmentation Segment marketing Large identifiable group