概述

This course explores the ways in which global marketing strategies reflect a deep understanding of markets and create valuable offerings for customers globally.

Broadly speaking, marketing strategy making is comprised of:

  • Segmentation: the process by which we segregate a relatively heterogeneous mass market into relatively homogeneous market segments.
  • Targeting: the process by which we analyze opportunities and identify those customers where our business has the greatest prospects for success.
  • Positioning: the process of assembling the 'total offering' (product, service, distribution and price) and communicating the benefits of this 'total offering' to the members of our target market.

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课程内容

  • 全球营销
  • 分割
  • 瞄准
  • 定位
  • 目标市场
  • 市场策略

学院策展人

雷鸟副院长兼教授 Seigyoung Auh

Seigyoung Auh

研究副院长、全球市场&研究学院教授、服务领导力中心
Thunderbird 全球数字营销助理教授谢曼

谢曼

全球数字营销助理教授