市场营销 chapter 3.pdf

chapter 3 3 Marketing Strategy in Internet Marketing Strategy in Internet Marketing Marketing Hua Ying University of International Business and Economics Marketing Strategy in Internet Marketing — Today’s Objectives  Objectives will be to:  Define the concept of marketing strategy  Explore effective segmentation, especially for pure play and bricks-and-mortar (BAM) firms  Examine traditional targeting and positioning strategies  Discuss the corporate and business-unit strategy of eBay Chapter 3: Marketing Strategy in Internet Marketing  Marketing Strategy and the Importance of Fit  Segmentation  Targeting  Positioning  Corporate and Business-Unit Strategy of EBay  Conclusion Chapter 3: Marketing Strategy in Internet Marketing  Marketing Strategy and the Importance of Fit  Segmentation  Targeting  Positioning  Corporate and Business-Unit Strategy of EBay  Conclusion Exhibit 3.1: Assessing Business-Unit and Marketing Strategy Fit Goal Alignment Implementation Resource Fit Alignment Alignment Activity Alignment Exhibit 3.2: Marketing-Strategy Decisions Product Promotion Positioning and Target-Market Selection Price Distribution Chapter 3: Marketing Strategy in Internet Marketing  Marketing Strategy and the Importance of Fit  Segmentation  Targeting  Positioning  Corporate and Business-Unit Strategy of EBay  Conclu