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1、Chapter 9,Identifying Market Segments and Selecting Target Markets,Marketing Management Tenth Edition Philip Kotler,Objectives,Identifying Market Segments Choosing Target Markets,Steps in Market Segmentation, Targeting,and Positioning,Basic Market-Preference Patterns,Market-Segmentation Procedure,Su
2、rvey Motivations Attitudes Behavior Analysis Factors Clusters Profiling,Bases for Segmenting Consumer Markets,Demographic,Age, Gender, Family size and Life cycle, Race, Occupation, or Income .,Bases for Segmenting Business Markets,Demographic Operating Variables Purchasing Approaches Situational Fac
3、tors Personal Characteristics,Measurable,Accessible,Substantial,Differential,Actionable,Effective Segmentation,Heavy and Light Users of Common Consumer Products,Additional Segmentation Criteria,Ethical Choice of Market Targets Segment Interrelationships & Supersegments Segment-by-Segment Invasion Plans Intersegment Cooperation,Five Patterns of Target Market Selection,Segment-by-Segment Invasion Plan,Review,Identifying Market Segments Choosing Target Markets,
