TAILIEUCHUNG - Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy

Tham khảo bài thuyết trình 'chapter 6: market segmentation and the marketing mix: determinants of advertising strategy', kinh doanh - tiếp thị, internet marketing phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | [Cover image here] 6- Splash Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy How marketers use behavioral characteristics to cluster customers into market segments Chapter Chapter Title Chapter 6 Objectives Identify methods advertisers use to segment consumer and business markets Explain the importance of aggregation Discuss how target marketing affects advertising strategy Describe the elements of the marketing mix and advertising’s role in the mix Explain the purpose and importance of branding 6- The Market Segmentation Process 1. Identify people with shared needs and characteristics 6- The Market Segmentation Process 2. Aggregate these groups into market segments according to their mutual interest in the product’s utility 1. Identify people with shared needs and characteristics 6- Sole Users Semi-Sole Users Discount Users Aware Nontriers Trial/Rejectors Repertoire Users Volume Segmentation Benefit Segmentation Market .

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