文档介绍：外文文献(市场营销策略)
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Marketing Strategy
Market Segmentation and Target Strategy
A market consists of people or organizations with wants,money to spend,and the willingness to spend ,within most markets the buyer' needs are not ,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.
Marketing segmentation enables a company to make more efficient use of its marketing ,it allows a small company to compete effectively by concentrating on one or two apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market , if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency.
The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple -aggregation strategy involves using one marketing mix to reach a mass,undifferentiated a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment.
Positioning the Product
Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.
Marketing executives can choose from a variety of positioning they decide to use more than one for a particular are several major positioning strategies:
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