外文文献(市场营销策略).doc

Marketing Strategy Market Segmentation and Target Strategy A market consists of people anizations with wants,money to spend,and the willingness to spend ,within most markets the buyer' needs are not ,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables pany to make more efficient use of its marketing ,it allows a pany pete effectively by concentrating onone or two apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market , if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple -aggregation strategy involves using one marketing mix to reach a mass,undifferentiated a single-segment strategy, pany still uses only one marketing mix,but it is directed at only one segment of the total multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring