第五章 国际市场目标市场营销战略（The fifth chapter of the international market marketing strategy）.docVIP

第五章 国际市场目标市场营销战略（The fifth chapter of the international market marketing strategy） The fifth chapter is the international market target marketing strategy Facing the complicated and changeable international market, modern enterprises have many buyers, widely distributed and diverse demands, and none of them can meet all the demands of the market fully and effectively. In order to determine the target market, an international enterprise must subdivide all the country markets that they wish to enter so that they can make the right choice. To implement target marketing, enterprises should take the following steps: First, target market segmentation. That is the demand of many customers were analyzed, divided into a number of different needs of different groups of buyers, products and research needs of each group required and the different marketing methods used, and the measure of each segment of the market attractive for businesses. This is the premise of choosing target market. Second, select target market. That is, according to the companys own resources and capabilities, screening out one or more small segments of the market, as the enterprise marketing goals. Third, market positioning. That is, analysis of competitive advantages, for the companys new products to determine a favorable position of competition, for enterprises to establish a correct and effective image, and formulate detailed marketing strategies. Section 1 international market segmentation I. implications of international market segmentation Market segmentation is an important concept which was put forward by American market scientist Wendell Simy (Wendell Smith) in 1956, and finally formed with the arrival of the target marketing stage. The so-called market segmentation (Market Segmentation), is the enterprise according to different consumer demand characteristics, the overall market obvious purchasing behavior and habits, subdividing them for each other from different markets, each sub market by th