ch7 Segmentation, Targeting and Positio

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1、Chapter7Segmentation,Targeting,andPositioning7-1MarketSegmentationRepresentsanefforttoidentifyandcategorizegroupsofcustomersandcountriesaccordingtocommoncharacteristics2TargetingTheprocessofevaluatingsegmentsandfocusingmarketingeffortsonacountry,region,org

2、roupofpeoplethathassignificantpotentialtorespond3GlobalMarketSegmentationDefinedastheprocessofidentifyingspecificsegments—whethertheybecountrygroupsorindividualconsumergroups—ofpotentialcustomerswithhomogeneousattributeswhoarelikelytoexhibitsimilarresponses

3、toacompany’smarketingmix.4CannedSodaBottledWatersIcedTeasAlternativeBeveragesColaGingerAleDietSodaFruitJuices/SmoothiesInternationalMarketingMixDecisionsStrategicAlternativesininternationalandglobalmarketingmixdecisions.ManagerialissuesIdentifyingthecompeti

4、torsinnationalmarkets5InternationalMarketingMixDecisionsStrategicAlternativesininternationalandglobalmarketingmixdecisions.ManagerialissuesIdentifyingthecompetitorsinnationalmarketsFlavoredMineralWatersBottledDrinksBeerMilkLemon/LimeOrangeColaFreshlySqueeze

5、dFruitJuiceCoffee&teawithmilk6InternationalMarketingMixDecisionsStrategicAlternativesininternationalandglobalmarketingmixdecisions.ManagerialissuesExample:SoftdrinksinJapan7InternationalMarketingMixDecisionsStrategicAlternativesininternationalandglobalmarke

6、tingmixdecisions.ManagerialissuesExample:Beer,IrelandCustomerUsagePatternsDailyLifeRhythmsUsageScenariosCulturalConventionsandPracticesDesiredCustomerBenefitsProductSymbolismPriceSensitivityRolePerceptionsandExpectationsSocio-CulturalValues8InternationalMar

7、ketingMixDecisionsStrategicAlternativesininternationalandglobalmarketingmixdecisions.ManagerialissuesExamplepositioning:Peugeot106FRANCEGERMANYSIZEOFSMALLCARMARKET59%40%18%POSITIONINGFamilyCarUrbanCarWideSpaceSmallEcologicalTARGETMARKETMiddleIncomeHousehold

8、s20-30yr.OldsTheWife’sCarPORTUGAL9InternationalMarketingMixDecisionsStrategicAlternativesininternationalandglobalmarketingmixdecisions.ManagerialissuesExamplepositioning:Peugeot10610InternationalMarket