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Tài Liệu Giảng Dạy
Consumer Behavior. Lecture 5: Market Segmentation and Product Positioning
24/01/2018 Tài Liệu Giảng Dạy 0. Bình Luận

After completing this chapter, the student should be able to:

  • define market segmentation.
  • elaborate on the major steps in developing a segmentation strategy.
  • describe the benefit approaches to segmenting a market.
  • describe the psychographic segmentation using the VALSTM
  • describe person/situation segmentation and the steps involved.
  • describe geodemographic segmentation and the PRISM NE system.
  • define product positioning and positioning maps.
  • describe five alternative ways of positioning a product.
  • discuss how analysis of the consumer/product relationship can help in selecting segmentation and marketing mix strategies.

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