科特勒营销管理下载_Marketing_Management09

ObjectivesIdentifyingMarketSegmentsChoosingTargetMarketsMarket-SegmentationProcedureSurveyMotivationsAttitudesBehaviorAnalysisFactorsClustersProfilingBasesforSegmentingConsumerMarketsOccasions,Benefits,Uses,orAttitudesBehavioralGeographicRegion,CityorMetroSize,Density,ClimateDemographicAge,Gender,FamilysizeandLifecycle,Race,Occupation,orIncome...LifestyleorPersonalityPsychographicBasesforSegmentingBusinessMarketsDemographicOperatingVariablesPurchasingApproachesSituationalFactorsPersonalCharacteristicsMeasurableAccessibleSubstantialDifferential•Segmentsmustbelargeorprofitableenoughtoserve.•Segmentscanbeeffectivelyreachedandserved.Actionable•Size,purchasingpower,profilesofsegmentscanbemeasured.•Segmentsmustresponddifferentlytodifferentmarketingmixelements&actions.•Mustbeabletoattractandservethesegments.EffectiveSegmentationAdditionalSegmentationCriteriaEthicalChoiceofMarketTargetsSegmentInterrelationships&SupersegmentsSegment-by-SegmentInvasionPlansIntersegmentCooperation