第五章 国际市场目标市场营销战略（Chapter v international market target marketing strategy）.docVIP

第五章 国际市场目标市场营销战略（Chapter v international market target marketing strategy） Chapter v international market target marketing strategy Modern enterprises face the complex and changeable international market, the buyers are numerous, the distribution is wide, the demand is diverse, any enterprise can not satisfy the market all the demand adequately. To determine its target market, international companies must segment all the country markets they want to enter so they can make the right choices. To carry out the target marketing, enterprises should take the following steps: First, target market segmentation. Where many were analyzed the demand of customers, divided into several different demand buyers groups, different products and demand required by each group and the study on its adopt different marketing tools, and measure the charm of each segment of the market for enterprises. This is the premise of choosing a target market. Secondly, select target market. That is, according to the enterprises own resources and ability, we can select one or several small market segments, as the target of enterprise marketing. Third, market positioning. That is to analyze the competitive advantage, establish a favorable competitive position for the new products of the enterprise, establish the correct and effective image for the enterprise, and formulate detailed marketing strategy. Section I international market segmentation I. the meaning of international market segmentation Market segmentation was an important concept developed by us marketer Wendell Smith in 1956, which was formed as the marketing phase of the target market came into being. So-called Market Segmentation (Market Segmentation), is the enterprise according to the overall Market of different consumer demand characteristics, buying behavior and buying habits, and put them into each other distinguishing different Market segments, each consisting of need and desire the same consumer Market, its internal demand character