总则
Unit 4 Market Segmentation, targeting and Positioning (4 hours) Professor CHEN Yuan
【学习重点】
A. Explain what is meant by market segmentation and positioning and what bases on which we can choose to segment a market;
B. Understand the basic requirements for market segmentation;
C. Evaluate how to segment a market – the basic process;
D. Offer examples to clarify how to position to gain competitive edge;
E. Illustrate how to make and implement positioning strategies.
【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。
市场定位之差异化战略(中文动画)
市场定位之产品组合策略(中文动画)
下面这个电商报微信推的文章,原来的标题是“揭秘茶行业内幕:街边的茶叶店永远没人,为什么不会倒闭?“这是个吸引读者的噱头吗?
而看到最后,发现其实这个文章很严肃地思考了营销甚至商业定位。大家也可以思考一下。