文档介绍：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 sｔrategy。Hｏwevｅr， 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 segｍeｎｔ。Markeｔ—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 mａrket。A multiplｅ—segmｅnt sｔrａteｇｙ ｅｎtails sｅｌecｔｉｎg tｗo oｒ moｒｅ ｓeｇments anｄ ｄevelopiｎg ａ ｓeparaｔe ｍarkｅtinｇ mｉｘ to reａch sｅgmeｎt。
Ｐosiｔiｏnｉnｇ the