8-1 Principles of Marketing Session 8 Market Segmentation, Targeting and Positioning Text:Chapter 7 制卧经价蜀易大考 国际商学院市场营销学系
8 － 1 8 － 1 Principles of Marketing Session 8 Session 8 Market Segmentation, Market Segmentation, Targeting and Positioning Targeting and Positioning Text: Chapter 7
Outline 8-2 I.Stages in Market Orientation II.Segmenting Markets III.Market Targeting IV.Positioning 国际商学院市场营销学系
Outline I. Stages in Market I. Stages in Market Orientation Orientation II. Segmenting Markets II. Segmenting Markets III. Market Targeting III. Market Targeting IV. Positioning IV. Positioning 8－2 8－2
I.Stages in Market Orientation 8-3 Mass Marketing Product-Variety Marketing Target Marketing 国际商学院市场营销学系
Mass Marketing Mass Marketing Product-Variety Marketing Product-Variety Marketing Target Marketing Target Marketing 8－3 8－3 I. Stages in Market Orientation
Steps in Segmentation, 8-4 Targeting,and Positioning 6.Develop Marketing Mix for Each Segment Market 5.Develop Positioning Positioning for Each Segment 4.Select Target Segment(s) Market 3.Develop Measures Positioning of Attractiveness 2.Develop Profiles of Segments Market Segmentation 1.Identify Bases for Segmentation 制卧经价蜀易大考 国际商学院市场营销学系
1. Identify Bases for Segmentation 2. Develop Profiles of Segments 3. Develop Measures of Attractiveness 4. Select Target Segment(s) 5. Develop Positioning for Each Segment 6. Develop Marketing Mix for Each Segment Market Positioning Market Positioning Market Segmentation 8－4 Steps in Segmentation, 8－4 Targeting, and Positioning
ll.Segmenting I Markets 8-5 >Segmenting Consumer Markets >Segmenting Business Markets >Segmenting International Markets >Requirements for Effective Segmentation 制卧经价蜀易大考 国际商学院市场营销学系
II. Segmenting Markets ¾Segmenting Consumer Markets ¾Segmenting Business Markets ¾Segmenting International Markets ¾Requirements for Effective Segmentation 8 － 5 8 － 5