市场细分、选择目标市场和市场定位(ppt20)-销售管理(编辑修改稿)

市场细分、选择目标市场和市场定位(ppt20)-销售管理(编辑修改稿)内容摘要：

度、忠诚度 • Demographic segmentation  Industry, pany size, location • Operating variables  Technology, usage status, customer capabilities • Purchasing approaches • Situational factors  Urgency, specific application, size of order • Personal characteristics  Buyerseller similarity, attitudes toward risk, loyalty 8 10 Segmenting International Markets 国际市场细分 • 地理细分  处所或区域 • 经济因素  收或经济发展水平 • 政策和法律因素  政府的稳定度 /类型、金融政策、官僚程度 • 文化因素  语言、宗教、价值观、态度、习惯、行为模式 • Geographic segmentation  Location or region • Economic factors  Population ine or level of economic development • Political and legal factors  Type / stability of government, moary regulations, amount of bureaucracy, etc. • Cultural factors  Language, religion, values, attitudes, customs, behavioral patterns 8 11 Requirements for Effective Segmentation 有效细分的要求 • 可测量性  细分市场的规模、购买力、基本情况 • 可接近性  能够接近并提供服务 • 实在性  足够大并且能够赢利 • 可辨别性  有不同的反应 • 可行性  可以实行有效方案 • Measurable  Size, purchasing power, and profile of segment • Accessible  Can be reached and served • Substantial  Large and profitable enough to serve • Differentiable  Respond differently • Actionable  Effective programs can be developed 8 12 Target Marketing 确定目标市场 • Evaluating Market Segments  Segment size and growth  Segment structural attractiveness  Level of petition  Substitute produc。