市场营销学讲义-全英文5(ppt27)-销售管理(编辑修改稿)

市场营销学讲义-全英文5(ppt27)-销售管理(编辑修改稿)内容摘要：

Dilutes brand image and operation efficiency  Logistical problems Presented by Zhou Yanfeng Business School, Zhongshan University 12 Levels of Market Segmentation: Micromarketing  Individual marketing  Tailoring products and marketing programs to the needs and preferences of individual customers  Mass customization  Custommade products  Selfmarketing Presented by Zhou Yanfeng Business School, Zhongshan University 13 Segmenting Consumer Markets: Geographic Segmentation  Divide market into separate geographic units  Nations, regions provinces, cities, etc.  Develop regional marketing programs Presented by Zhou Yanfeng Business School, Zhongshan University 14 Segmenting Consumer Markets: Demographic Segmentation  Consumer patterns often follow their demographics  Most popular method  Easier to measure than most segmentation variables  Needed for market size and access Presented by Zhou Yanfeng Business School, Zhongshan University 15 Segmenting Consumer Markets: Demographic Segmentation  Age and lifecycle stage  Wants and needs vary with stage  Guard against stereotypes  Gender  Buying patterns frequently follow gender  Ine  Affluent to restricted ines Presented by Zhou Yanfeng Business School, Zhongshan University 16 Segmenting Consumer Markets: Psychographic Segmentation  Lifestyle  Reflected in purchases  Personality  Express who they are Presented by Zhou Yanfeng Business School, Zhongshan University 17 Segmenting Consumer M。