原创力文档- 1、本文档共13页，可阅读全部内容。
- 2、原创力文档（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。
- 3、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。
查看更多
MarketingStrategy
MarketSegmentationandTargetStrategy
Amarketconsistsofpeopleororganizationswithwants,moneytospend,andthewillingnesstospendit.However,withinmostmarketsthebuyer'needsarenotidentical.Therefores,ianglemarketingprogram
startswithidentifyingthedifferencesthatexistwithinamarket,aprocescalledmarketsegmentation,anddecidingwhichsegmentswillbe
pursuedadstargetmarkets.
Marketingsegmentationenablesacompanytomakemoreefficient
useofitsmarketingresources.Also,itallowsasmallcompanytocompeteeffectivelbyyconcentratingononeortwosegments.Theapparent
drawbackofmarketsegmentationisthatitwillresultinhigherproductionandmarketingcoststhana one-product,mass-market
strategy.However,ifthemarketiscorrectlysegmented,thebetterfitwithcustomers'needswillactuallyresultingreaterefficiency.
Thethreealternativsetrategiesforselectingatargetmarketaremarket aggregation,single segment,and multiplesegment.Market-aggregationstrategyinvolvesusingonemarketingmix
toreachamass,undifferentiatedmarket.Withasingle-segmentstrategy,
acompanystillusesonlyonemarketingmix,butitisdirectedatonlyonesegment ofthetotalmarket.Amultiple-segmentstrategyentailsselectingtwoormoresegmentsanddevelopingaseparatemarketing
mixtoreachsegment.
PositioningtheProduct
Management'sabilitytobringattentiontoaproductandtodifferentiateitinafavorablewayfromsimilarproductsgoesalongwaytowarddeterminingthatproduct'srevenues.Thusmanagementneedstoengageinpositioning,whichmeansdevelopingtheimagethataproductprojectsinrelationtocompetitiveproductsandtothefirm'sother
products.
Marketingexecutivescanchoosefromavarietyofpositioningstrategies.Sometimestheydecidetousemorethanoneforaparticularproduct.Hereareseveralmajorpositioningstrategies:
。
。
-可编辑修改-
-可编辑修改-
PositioninginRelationtoacompetitor
Forsome products,thebestpositionisdirectlyagainstthecompetition.Thisstrategyisespeciallysuitableforafirmthatalreadyhaasoliddifferentialadvantageoristryingtosolidifysuchanadvantage.Tfendoffrivalmarkersofmicroprocessors,IntelCorp.launchedacampaign
toconv
本司主营文章撰写、培训教材、合同协议、发言稿、策划、汇报、各类文案。 ~ 海量资深编辑老师无缝对接，一对一服务。 ~ 保原创！可加急！免费改！
文档评论（0）