国际市场营销（第十三版）chapter 3Focusing Marketing Strategy with Segmentation and Positioning.ppt

Marketing strategy planning process From generic markets to product-markets Product-market relationship between generic and product-market Market segmentation Narrowing down to target markets Market segmentation market segmentation criteria for good market segments segmenters and combiners segmenters and combiners segmenters and combiners Combiners try to increase the size of their target markets by combing two or more segments. Combiners look at various submarkets for similarities rather than differences. Segmenters aim at one or more homogeneous segments and try to develop a different marke