市场营销(PPT 72页)
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- 营销知识
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- 市场营销概述
市场营销(PPT 72页)内容简介
主要内容
Chapter3(chapter7)
3.1basictheories
3.1.2Thedefinitions
3.1.2.3Marketpositioning
3.1.3Therelationshipsofthem
3.2Marketsegmentation
3.2.1.1Segmentingbases
Geographicsegmentation
◆benefitssought——受益细分
◆loyaltystatus——消费者对品牌的忠诚程度
营销视野1 零食消费男女有别,细分市场有潜力[1]
营销视野1 零食消费男女有别,细分市场有潜力[2]
营销视野1 零食消费男女有别,细分市场有潜力[3]
营销视野1 零食消费男女有别,细分市场有潜力[4]
3.2.1.2Usingmultiplesegmentationbases
举例
3.2.2Requirementsforeffectivesegmentation
3.3Targetmarketing
3.3.2Selectingtargetsegments
3.3.2.1.1Undifferentiatedmarketing——无差异营销
无差异性营销战略[1]
无差异性营销战略[2]
3.3.2.1.2Differentiatedmarketing——差异营销
差异性营销战略[1]
差异性营销战略[2]
3.3.2.1.3Concentratedmarketing——集中性营销
集中性营销战略[1]
集中性营销战略[2]
3.3.2.2Choosingatargetmarketingstrategy
3.4positioningforcompetitiveadvantage
3.4.3Choosingapositioningstrategy
3.4.3.1Identifyingpossiblecompetitiveadvantages
3.4.3.3Selectinganoverallpositioningstrategy
■Moreformore
3.4.4Communicatinganddeliveringthechosenposition
..............................
Chapter3(chapter7)
3.1basictheories
3.1.2Thedefinitions
3.1.2.3Marketpositioning
3.1.3Therelationshipsofthem
3.2Marketsegmentation
3.2.1.1Segmentingbases
Geographicsegmentation
◆benefitssought——受益细分
◆loyaltystatus——消费者对品牌的忠诚程度
营销视野1 零食消费男女有别,细分市场有潜力[1]
营销视野1 零食消费男女有别,细分市场有潜力[2]
营销视野1 零食消费男女有别,细分市场有潜力[3]
营销视野1 零食消费男女有别,细分市场有潜力[4]
3.2.1.2Usingmultiplesegmentationbases
举例
3.2.2Requirementsforeffectivesegmentation
3.3Targetmarketing
3.3.2Selectingtargetsegments
3.3.2.1.1Undifferentiatedmarketing——无差异营销
无差异性营销战略[1]
无差异性营销战略[2]
3.3.2.1.2Differentiatedmarketing——差异营销
差异性营销战略[1]
差异性营销战略[2]
3.3.2.1.3Concentratedmarketing——集中性营销
集中性营销战略[1]
集中性营销战略[2]
3.3.2.2Choosingatargetmarketingstrategy
3.4positioningforcompetitiveadvantage
3.4.3Choosingapositioningstrategy
3.4.3.1Identifyingpossiblecompetitiveadvantages
3.4.3.3Selectinganoverallpositioningstrategy
■Moreformore
3.4.4Communicatinganddeliveringthechosenposition
..............................
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