清华mba系列课件：消费行为学—lec2资料教材.pptVIP

Lecture 2 Market Segmentation Marketing Strategy Selection of target markets (segments) Development of effective marketing programs to “win” these markets Three Phases of Marketing Strategy Phase 1: Market Segmentation Phase 2: Target Market and Marketing Mix Selection Phase 3: Product/Brand Positioning Bases for Segmentation Geographic Segmentation Demographic Segmentation Psychological Segmentation Psychographic Segmentation Sociocultural Segmentation Use-Related Segmentation Usage-Situation Segmentation Benefit Segmentation Hybrid Segmentation Approaches Demographic Segmentation Age Sex Ma