课程名： 国际市场营销 INTERNATIONAL MARKETING 作 业 题 名基于农夫山泉的 STP 战略分析组 名非常 7+1成 员lfaz dasdw asdfhdasf as asdf 林 asdfas asdfasf 彪 asdfsd班 级工商管理 081 班任 课 教 师樊 秋2011 年 4 月 28 日下载后可任意编辑第一章 饮料市场基本情况························2第二章 市场细分策略分析························52
1 市场细分的概念和原则······················52
1 市场细分(Market Segmentation)的概念············52
2 市场细分的原则·······················72
2 市场细分的作用和程序······················82
1 市场细分的作用·······················82
2 市场细分的程序·······················82
3 市场细分的方法·························92
4 市场细分变量的分类与选取····················10第三章 目标市场的选择(Market Targeting)················113
1 评估目标市场的依据·······················113
1 市场机会·························113
2 市场需求潜量分析·····················123
3 结构吸引力分析······················133
4 获利状况·························143
2 选择策略·······
