CH10 中山大学吴柏林教授Kotler营销管理第11版绝密资料.pptVIP

Chapter 10 Identifying Market Segments and Selecting Target Marketsby PowerPoint by Milton M. Pressley University of New Orleans Kotler on Marketing “Don’t buy market share. Figure out how to earn it.” Chapter Objectives We focus on the following questions: How can a company identify the segments that make up a market? What criteria can a company use to choose the most attractive target markets? Target Marketing Target marketing requires marketers to take three major steps: Identify and profile distinct groups of buyers who differ in their needs and preferences (market segmentat