教育学论文 金融学论文 国际商务管理论文市场营销论文 会计学论文 社会学论文 旅游管理论文 计算机论文 人力资源管理论文 广告媒体学 物流学论文 Engineering Thesis sociology Thesis MBA论文 linguistic Thesis Journalism and Mass Communicat Law Thesis Economics Thesis
返回首页

营销学论文:营销理念的本质

时间:2016-07-25 16:59来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
营销学论文:营销理念的本质
The Essence Of The Marketing Concept 
 
市场细分可以定义为打破整体市场的产品或服务分为不同的组或段,每组可以代表一个单独的目标市场,达到一个独特的营销组合。分割和随后的战略定位和定位开始认识到,越来越多的总需求/市场的一个产品,特定的口味,需求和需求可能会有所不同。它打破了一个产品或服务的总市场为个别的客户群。在这里,共享类似的需求偏好的客户群内的每个部分。
有效的分割是实现当客户共享类似的需求模式被分组在一起,其中每个组或段不同的模式在市场上的其他细分市场的需求。在大多数市场,是他们的消费或生产某种类型的分割可以在这个基础上实现。
 
Market segmentation can be defined as the process of breaking down the total market for a product or service into distinct sub-groups or segments where each segment may conceivably represent a separate target market to be reached with a distinctive marketing mix. Segmentation and the subsequent strategies of targeting and positioning start by recognizing that increasingly, within the total demand/market for a product, specific tastes, needs and demand may differ. It breaks down the total market for a product or service into individual clusters of customers, or segments. Here, customers who share similar demand preferences are grouped together within each segment.
 
Effective segmentation is achieved when customers sharing similar patterns of demand are grouped together and where each group or segment differs in the pattern of demand from other segments in the market. In most markets, be they consumer or industrial, some kind of segmentation can be accomplished on this basis.
 
Targeted marketing efforts  有针对性的营销工作
Most companies realise that they cannot effectively serve all the segments in a market, and must instead target their marketing efforts. For example, in developing a new car, the manufacturing firm will have to make a decision on many issues, such as should it be a two-, four-, or five-seater model, with a 1000, 2000 or 3000cc engine? Should it have leather, fabric or vinyl seats? The over-riding factor when deciding these issues is customer demand. Some customers (segments) may want a five-seater 2000cc model with leather upholstery, while others may prefer a four-seater with a 1000cc engine and fabric seats. A solution would be to compromise and produce a four-seater 1500cc model with leather seats and fabric trim. Clearly, such a model would go some way to meeting the requirements of both groups of buyers, but there is a danger that because the needs of neither market segment are precisely met, most potential customers would purchase from other suppliers who could cater for their specific requirements. Ironically, one of the biggest post-war car failures was the much heralded and much hyped American Ford Edsel car. This is a car that was produced following extensive marketing research, the results of which were aggregated, and the end product was a car that satisfied the true needs of very few buyers making it the most spectacular flop in modern motoring history.(责任编辑:BUG)


------分隔符-------------------------------------
UK Thesis Base Contacts
推荐内容

Europe (24-hours)
EN:13917206902
china (24-hours)
CN:13917206902
在线客服团队
全天候24小时在线客服 QQ:923678151

微信在线客服(24小时)

微信公众订阅号