市场营销讲义PPT课件.ppt

Chapter 9;Objectives;Steps in Market Segmentation, Targeting,and Positioning;Basic Market-Preference Patterns;Market-Segmentation Procedure;Bases for Segmenting Consumer Markets;Bases for Segmenting Business Markets; Measurable;Heavy and Light Users of Common Consumer Products;Additional Segmentation Criteria;Five Patterns of Target Market Selection;Segment-by-SegmentInvasion Plan;Review