Nguồn ngoài
Segmentation and Target Marketing Remix (Arthur)
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- LibreTexts
- Giấy phép
- CC BY
- Ngôn ngữ
- EN
- Danh mục
- Marketing
Mục lục· 86 mục
- 01: Introduction
- 1.01: Why It Matters- Segmentation and Targeting
- 1.02: Segmentation and Targeting Rationale
- 1.03: Factors Shaping the Global Marketing Environment
- 1.04: Global Brand Structures
- 1.05: Determinants of Global Brand Structure
- 1.06: Segmenting and Targeting Considerations
- 02: Consumer Analysis
- 2.01: Consumer Behavior
- 2.1.01: Why It Matters- Consumer Behavior
- 2.1.02: Buying-Process Stages
- 2.1.03: Low-Involvement vs. High-Involvement Decisions
- 2.1.04: Factors Influencing Consumer Decisions
- 2.1.05: B2B Purchasing Decisions
- 2.1.06: Putting It Together- Consumer Behavior
- 2.02: Demographic Analysis
- 2.03: Psychographics
- 2.04: Psychology
- 2.05: Cultures and Subcultures
- 03: Value Propositions
- 3.01: Communicating the Value Proposition
- 3.02: Value Proposition Examples
- 3.03: From Talking to Consumers to Talking with Consumers
- 3.04: Is the Medium the Message Components of Communications
- 3.05: Keys to Superior Advertising
- 3.06: Types of Appeals - How Ads Generate Resonance
- 3.07: Ghemawats AAA Global Strategy Framework
- 3.08: Which A Strategy Should a Company Use
- 3.09: Points to Remember
- 3.10: Value Proposition Adaptation Decisions
- 3.11: Adaptation or Aggregation - The Value Proposition Globalization Matrix
- 3.12: Points to Remember
- 04: Collecting Consumer Data
- 4.01: Importance of Marketing Information
- 4.02: Marketing Research Techniques
- 4.03: Marketing Data Sources
- 4.04: Key terms and concepts
- 4.05: Understanding data
- 4.06: Approaching data
- 4.07: Working with data
- 4.08: Customer Relationship Management (CRM) Systems
- 4.09: Attracting and retaining visitors
- 05: Ethics and Social Responsibility
- 5.01: Why It Matters- Ethics and Social Responsibility
- 5.02: Regulatory Laws
- 5.03: Social Responsibility Marketing Impact
- 5.04: Using Marketing Information
- 06: Segmentation
- 6.01: Segment Your Market- Who's Out There
- 6.02: How Markets Are Segmented
- 6.03: Common Segmentation Approaches
- 6.04: Segmentation Decisions
- 6.05: Case Study- eHarmony Targets Women
- 07: Targeting
- 7.01: Target Your Customer - Who's Going to Want It
- 7.02: Targeting and Marketing Mix
- 7.03: Target Market Selection
- 7.04: Measuring Market Attractiveness
- 7.05: Case Study- Red Bull Wins the Extreme Niche
- 08: Positioning
- 8.01: Position Your Brand- Why Will They Want It
- 8.02: Why It Matters- Positioning
- 8.03: Why It Matters- Marketing Globally
- 8.04: Global Branding Versus Global Positioning
- 8.05: Defining Positioning and Differentiation
- 8.06: The Positioning Process
- 8.07: Developing Positioning Statements
- 8.08: Repositioning
- 8.09: Implementing Positioning Strategy
- 8.10: Putting It Together- Positioning
- 09: Evaluating Value Propositions
- 9.01: Chapter Introduction
- 9.02: Budgeting Methods
- 9.03: Share of Voice (SOV)
- 9.04: Return on Investment (ROI)
- 9.05: Managing a Budget
- 9.06: Putting It Together- Segmentation and Targeting
- 9.07: Measuring success
- 10: Implementing Target Market Strategies
- 10.01: Entry Strategies - Modes of Entry
- 10.02: Entry Strategies - Timing
- 10.03: Points to Remember
- 10.05: Chapter Introduction
- 10.06: ROI - Show Me the Money
- 10.07: ROI for Broadcast and Print Media
- 10.08: ROI for Alternative Media