销售--管理有利润的客户关系8(ppt 20页)（英文版）
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销售--管理有利润的客户关系8内容提要:
Case Study
Sells multiple brands within the same product category for a variety of products
Brands feature a different mix of benefits and appeal to different segments
Has also identified different niches within certain segments
Product modifications are useful: Tide offers seven different product formulations to serve different niches’ needs
Definition
Market Segmentation:
Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes.
Market Segmentation
Segmenting Consumer Markets
Segmenting Business Markets
Segmenting International Markets
Requirements for Effective Segmentation
Geographical segmentation
Marketing mixes are customized geographically
Demographic segmentation
Most popular segmentation
Demographics are closely related to needs, wants and usage rates
Psychographic segmentation
Lifestyle, social class, and personality-based segmentation
Behavioral segmentation
Typically done first.
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