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Segmentation,Targeting,andPositioning:BuildingtheRightRelationshipswiththeRightCustomersObjectives目标Objectives目标Sellsmultiplebrandswithinthesameproductcategoryforavarietyofproducts BrandsfeatureadifferentmixofbenefitsandappealtodifferentsegmentsDefinition定义SegmentingConsumerMarkets消费者细分市场GeographicSegmentationVariables地理细分变量Age Gender Familysize Familylifecycle Income Occupation Education Religion Race Generation Nationality Occasions Benefits UserStatus UserRates LoyaltyStatus ReadinessStage AttitudeTowardtheProduct SegmentingBusinessMarkets产业市场细分SegmentingInternationalMarkets国际市场细分RequirementsforEffectiveSegmentation有效细分的要求TargetMarketing确定目标市场TargetMarketing确定目标市场TargetMarketing确定目标市场TargetMarketing确定目标市场Positioning定位Positioning定位CriteriaforMeaningfulDifferences有意义的差异的判断标准Positioning定位Positioning定位