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1、2000 Prentice HallObjectivesObjectivesIdentifying Market SegmentsChoosing Target Markets2000 Prentice HallMarket-Segmentation Market-Segmentation ProcedureProcedureSurveyMotivationsAttitudesBehaviorAnalysisFactorsClustersProfiling2000 Prentice HallBases for Segmenting Bases for Segmenting Consumer M
2、arketsConsumer MarketsOccasions,Benefits,Uses,or AttitudesBehavioralGeographicRegion,City or MetroSize,Density,ClimateDemographicAge,Gender,Family size and Life cycle,Race,Occupation,or Income.Lifestyle or PersonalityPsychographic2000 Prentice HallBases for Segmenting Bases for Segmenting Business M
3、arketsBusiness MarketsDemographicOperating VariablesPurchasing ApproachesSituational FactorsPersonal Characteristics2000 Prentice Hall MeasurableAccessibleSubstantialDifferential Segments must be large or profitable enough to serve.Segments can be effectively reached and served.Actionable Size,purch
4、asing power,profiles of segments can be measured.Segments must respond differently to different marketing mix elements&actions.Must be able to attract and serve the segments.Effective SegmentationEffective Segmentation2000 Prentice HallAdditional Segmentation Additional Segmentation CriteriaCriteriaEthical Choice of Market TargetsSegment Interrelationships&SupersegmentsSegment-by-Segment Invasion PlansIntersegment Cooperation