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1、附錄附錄AMarketingStrategyMarketSegmentationTargetStrategyAmarketconsistsofpeopleganizationswithwantsmoneytospendthewillingnesstospendit.Howeverwithinmostmarketsthebuyerneedsarenotidentical.Therefeasinglemarketingprogramstar

2、tswithidentifyingthedifferencesthatexistwithinamarketaprocesscalledmarketsegmentationdecidingwhichsegmentswillbepursuedadstargetmarkets.Marketingsegmentationenablesacompanytomakemeefficientuseofitsmarketingresources.Also

3、itallowsasmallcompanytocompeteeffectivelybyconcentratingononetwosegments.Theapparentdrawbackofmarketsegmentationisthatitwillresultinhigherproductionmarketingcoststhanaoneproductmassmarketstrategy.Howeverifthemarketiscrec

4、tlysegmentedthebetterfitwithcustomersneedswillactuallyresultingreaterefficiency.Thethreealternativestrategiesfingatargetmarketaremarketaggregationsinglesegmentmultiplesegment.Marketaggregationstrategyinvolvesusingonemark

5、etingmixtoreachamassundifferentiatedmarket.Withasinglesegmentstrategyacompanystillusesonlyonemarketingmixbutitisdirectedatonlyonesegmentofthetotalmarket.Amultiplesegmentstrategyentailsingtwomesegmentsdevelopingaseparatem

6、arketingmixtoreachsegment.PositioningtheProductManagementsabilitytobringattentiontoaproducttodifferentiateitinafavablewayfromsimilarproductsgoesalongwaytowarddeterminingthatproductsrevenues.Thusmanagementneedstoengageinp

7、ositioningwhichmeansdevelopingtheimagethataproductprojectsinrelationtocompetitiveproductstothefirmsotherproducts.Marketingexecutivescanchoosefromavarietyofpositioningstrategies.Sometimestheydecidetousemethanonefaparticul

8、arproduct.HerePricingstrategiesusuallychangeasaproductpassesthroughitslifecycle.Marketersfaceimptantchoicewhentheynewproductpricingstrategies.Thecompanycandecideononeofseveralpricequalitystrategiesfintroducinganimitative

9、product.Inpricinginnovativeproductsitcanpracticemarketskimmingpricingbyinitiallysettinghighpricesto“skim“themaximumamountofrevenuefromvarioussegmentsofthemarket.itcanusemarketperationpricingbysettingalowinitialpricetowin

10、alargemarketpaniesapplyavarietyofpriceadjustmentstrategiestoaccountfdifferencesinconsumersegmentssituations.Oneisdiscountallowancepricingwherebythecompanydecidesonquantityfunctionalseasonaldiscountsvaryingtypesofallowanc

11、es.Asecondstrategyissegmentedpricingwherethecompanysellersaproductattwomepricestoallowfdifferencesincustomersproductslocations.Sometimescompaniesconsidermethaneconomicsintheirpricingdecisionsusepsychologicalpricingtocomm

12、unicateabouttheproductsqualityvalue.Inpromotionalpricingcompaniestemparilyselltheirproductbellowlistpriceasaspecialeventtodrawmecustomerssometimesevensellingbelowcost.Withvaluepricingthecompanyoffersjustthenightcombinati

13、onofqualitygoodserviceatafairprice.AnotherapproachisgeographicalpricingwherebythecompanydecideshowtopricedistantcustomerschoosingfromalternativeasFOBpricingunifmdeliveredpricingzonepricingbasingpointpricingfreightabsptio

14、npricing.Finallyinternationalpricingmeansthatthecompanyadjustsitspricetomeetdifferentwldmarkets.DistributionChannelsMostproducersuseintermediariestobringtheirproductstomarket.Theytrytofgeadistributionchannel—asetofinterd

15、ependentganizationsinvolvedintheprocessofmarkingaproductserviceavailablefuseconsumptionbytheconsumersbusinessuser.WhydoproducersgivesomeofthesellingjobtointermediariesAfteralldoingsomeansgivingupsomecontroloverhowtowhomt

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