Market aggregation strategy市場聚集策略
When planners purposefully use one marketing strategy that will appeal to as many audiences as possible
Market segmentation市場細分
Assumes that the best way to sell is to recognize differences within the broad market (分歧)and adjust strategies (調整策略)and messages accordingly
Targeting the right audience
The target is described using the variables that separate this prospective consumer group from others who are not in the market
Profiling the target audience
Describing the target audience as if they are people you know
Used in developing media and message decisions
Key Concepts in Marketing在營銷的關鍵概念
The marketing concept市場營銷觀念
Marketing should focus first on identifying the needs and wants of the customer
To compete effectively, marketers must focus on the customers’ problems and try … to solve them
Branding品牌
The process of creating a distinctive and special meaning for a product
Brand equity is reputation, meaning, and value that the brand name or symbol has acquired over time
Added value附加價值
A marketing or advertising activity makes a product more valuable, useful, and/or appealing
The Marketing Process營銷過程
1. Conduct research/develop a situation analysis發展情況分析
2. Set objectives for the marketing effort在營銷工作設定目標
3. Assess consumer needs and wants評估消費者的需求和希望
4. Differentiate and position the product區分和定位產品
5. Develop the marketing mix strategy制定營銷組合策略
6. Evaluate the effectiveness of the strategy評估策略的有效性
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