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1、Chapter9 IdentifyingMarketSegmentsandSelectingTargetMarkets MarketingManagementTenthEditionPhilipKotler Objectives IdentifyingMarketSegmentsChoosingTargetMarkets StepsinMarketSegmentation Targeting andPositioning BasicMarket PreferencePatterns Market SegmentationProcedure SurveyMotivationsAttitudesB
2、ehaviorAnalysisFactorsClustersProfiling BasesforSegmentingConsumerMarkets Demographic Age Gender FamilysizeandLifecycle Race Occupation orIncome BasesforSegmentingBusinessMarkets DemographicOperatingVariablesPurchasingApproachesSituationalFactorsPersonalCharacteristics Measurable Accessible Substant
3、ial Differential Actionable EffectiveSegmentation HeavyandLightUsersofCommonConsumerProducts AdditionalSegmentationCriteria EthicalChoiceofMarketTargetsSegmentInterrelationships SupersegmentsSegment by SegmentInvasionPlansIntersegmentCooperation FivePatternsofTargetMarketSelection Segment by SegmentInvasionPlan Review IdentifyingMarketSegmentsChoosingTargetMarkets
