3了解您的顾客市场细分目标市场选择与定位.docVIP

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3了解您的顾客市场细分目标市场选择与定位.doc

Heavy Heineken Becks Budweiser Bitter Mild Light Expensive Old Young Cheap mass marketing customized marketing “model T” “one size fits all” “shotgun” “model T” “Burnt Sienna Honda Civic with bucket seats, dual climate control, heated handle bars, white wall tires” “one of a kind” “rifle” What are the advantages of customer segmentation? ? Focuses efforts on who to find out more about ? Are the segments identifiable? ? Is it large enough? ? What is the geographical concentration? ? How price sensitive are the individuals? ? What how competitive is the segment now? ? How vulnerable is the

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