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外文文献(市场营销策略)--第1页
MarketingStrategy
MarketSegmentationandTargetStrategy
Amarketconsistsofpeopleororganizationswithwants,moneytospend,andthe
willingnesstospendit.However,withinmostmarketsthebuyerneedsarenot
identical.Therefore,asinglemarketingprogramstartswithidentifyingthedifferences
thatexistwithinamarket,aprocesscalledmarketsegmentation,anddecidingwhich
segmentswillbepursuedadstargetmarkets.
Marketingsegmentationenablesacompanytomakemoreefficientuseofits
marketingresources.Also,itallowsasmallcompanytocompeteeffectivelyby
concentratingononeortwosegments.Theapparentdrawbackofmarketsegmentation
isthatitwillresultinhigherproductionandmarketingcoststhana
one-product,mass-marketstrategy.However,ifthemarketiscorrectlysegmented,the
betterfitwithcustomersneedswillactuallyresultingreaterefficiency.
Thethreealternativestrategiesforselectingatargetmarketaremarket
aggregation,singlesegment,andmultiplesegment.Market-aggregationstrategy
involvesusingonemarketingmixtoreachamass,undifferentiatedmarket.Witha
single-segmentstrategy,acompanystillusesonlyonemarketingmix,butitisdirected
atonlyonesegmentofthetotalmarket.Amultiple-segmentstrategyentailsselecting
twoormoresegmentsanddevelopingaseparatemarketingmixtoreachsegment.
PositioningtheProduct
Managementsabilitytobringattentiontoaproductandtodifferentiateitina
favorablewayfromsimilarprodu
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