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市集营销(双语教程)chapter 5 segmentation, targeting and positioning
Chapter 5 Market Segmentation, Targeting and Positioning 5.1 Market Segmentation 5.1.1 Using Market Segmentation Market segmentation aims to increase a company’s precision marketing. In contrast, sellers that use mass marketing engage in the mass production, distribution, and promotion of one product for all buyers. This proliferation of media and distribution channels is making it difficult to practice “one size fits all” marketing. Some observers even claim that the mass marketing is dying. Therefore, to stay focused rather than scattering their marketing resources, more marketers are using market segmentation. In this approach that falls midway between mass marketing and individual marketing, each segment’s buyers are assumed to be quite similar in wants and needs, yet no two buyers are really alike. To use this technique, a company must understand both the levels and the patterns of market segmentation. 5.1.2 Levels of Market Segmentation 1. Segment Marketing A market segment consists of a large identifiable group within a market, with similar wants, purchasing power, geographical location, buying attitudes, or buying habits. 2. Niche Marketing A niche is a more narrowly defined group, typically a small market whose needs are not being well served. Marketers usually identify niches by dividing a segment into subsegments or by defining a group seeking a distinctive mix of benefits. In an attractive niche, customers have a distinct set of needs; they will pay a premium to the firm that best satisfies their needs; the niche is not likely to attract other competitors; the nicher gains certain economies through specialization; and the niche has size, profit, and growth potential. Whereas segments are fairly large and normally attract several competitors, niches are fairly small and may attract only one or two rivals. Some larger firms have therefore turned to niche marketing. 3. Local Marketing Target marketing is leading to some marketing programs that a
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