70年代是市场区分和产品线外延的年代。 紧接着80年代初进一步的市场细分把市场越分越细,目标客户群越来越小。
虽然运通卡瞄准的是利基市场,以持有一般支票账户的客户为目标客户群,主要功能是用于支付孩子的大学费用,但运通卡收取最低的手续费。
Although the AmEx card appears aimed at a niche market a way for people with normal checking accounts to give money to college kids, for example it is charging minimal fees.
举例说,伊万·尼克将雪佛兰的目标客户群描述为“平凡的英雄”,这个概念在全球市场上略经调整后就可以推而广之。
Chevrolet, for example, is meant to appeal to what Ewanick describes as everyday heroes, a notion that can be adjusted in the respective worldwide markets where Chevrolet is sold.
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