上海对外经贸大学工商管理学院市场营销学课件 Chapter7.pptVIP

Segmentation, Targeting, and Positioning Building the Right Relationships with the Right Customers Chapter 7 Learning Goals Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for segmenting consumer and business marketing strategy Know how companies identify attractive market segments and choose target marketing strategy Realize how companies position their products for maximum competitive advantage in the marketplace Case StudyProcter Gamble Sells multiple brands within the same product category for a variet