本文是市場營銷學專業的Essay范例，題目是“How Companies Identify Attractive Market Segments（公司如何識別有吸引力的細分市場）”，市場營銷的特點可能是在相當長的一段時間內區分和滿足購物者的需求，以實現組織的生產力、生存或發展目標。當你想要完善某一特定領域的另一個營銷流程時，如果想要取得勝利，你就必須經歷許多不同的階段。首先，小組將調查目前的內部和外部情景。在宏觀上，協會將考慮政治-法律、投資、社會習慣和創新的性質(簡稱PEST)，以確保不存在可能影響宣傳和展覽的問題。更重要的是，檢查組織內部的資產、產品和過去的影響，以驗證能力是否存在，從而形成有效的展示方法，這是至關重要的。

Marketing might be characterized as a way of distinguishing and fulfilling shopper needs in quite a course as to accomplish the organizations targets for productivity, survival or development. At the point that looking to improve another marketing procedure for a certain section there are various stages that are imperative, if the fight is to be a victory. At first groups will investigate the present inside and outer scenario. In the macro nature associations will mull over the political-lawful, investment, socio-customary and innovative nature (truncated as PEST) to guarantee there are no issues that may influence promoting and exhibition. What’s more, it is vital to inspect assets, offerings and past effects inside the organization to verify the competencies are there to make a fruitful showcasing method.

A business fragment is a size of the aggregate business sector that could be portrayed as homogeneous. Importance the individuals in the portion are comparable to one another in their demeanor about certain variables. Because of this likeness, they are liable to react in the same route to a promoting procedure i.e. have comparable sentiments regarding the promoting blend (comprising of the feature, cost, place and announcement). Step by step instructions to distinguish the aforementioned alluring business sector sections is attributable to the exploration and dissection of businesses and clients. At the point that starting to examine your businesses and clients you should inspect slants in piece of the overall industry, item mandate, purchasing plans, client necessities and recognitions, demographics, and client fulfillment. By finishing this cheerfully inquiries for example: ‘who might purchase the feature and why?’ and ‘how are getting plans adapting and why?’ might be replied, in addition to numerous alternates. Assembling information about client requirements, engages and purchasing conduct could be finished in numerous ways.

Describe the decisions companies make regarding their individual products and services product lines and product mixes

Individual Products單個產品

We will center on the paramount choices in the infrastructure and promoting of distinct products furthermore aids. These choices are about feature characteristics, marking, bundling, naming, and item underpin utilities. Associations need to improve techniques for the things of their feature lines. Advertisers settle on single feature choices for every feature incorporating: feature qualities choices, mark, bundling, marking, and feature-underpin utilities choices. Feature characteristics convey profits with unmistakable parts of the feature incorporating qualities, and plan and additionally with elusive headlines for example value and experiential angles.

我們將以基礎設施的首要選擇為中心，并進一步推廣獨特的產品。這些選擇是關于特性特征、標記、綁定、命名和項目支撐實用程序的。關聯需要改進其特性線的技術。廣告商為每一個特性選擇單一的特性:特性質量選擇，標記，捆綁，標記，以及特性-支撐實用程序的選擇。特征特征傳達利潤與特征的明確部分結合質量，計劃和另外難以捉摸的標題，例如價值和經驗的角度。

A mark is a route to recognize and differentiate merchandise and fixes by way of utilization of a name or notable configuration component, bringing about lifelong esteem reputed to be mark value. The feature bundle and naming are moreover paramount components in the item choice blend, as they both help mark value by way of manifestation and influence item exhibition with practicality. The level of feature-backing aids gave can additionally have a major impact on the request of the feature to a potential purchaser.

Services products lines and Product Mixes服務產品線和產品組合

Once you’ve finished the Organizational and Management segment of your arrangement, the following part of your business arrangement is where you portray your aid or item, stressing the profits to potential and current clients. Center on why your specific item will fill a requirement for your target clients.

一旦你完成了你安排的組織和管理部分，你的商業安排的以下部分是你描繪你的援助或項目，強調對潛在和當前客戶的利潤。集中在為什么你的特定項目會滿足你的目標客戶的要求。

Incorporate informative content concerning the particular profits of your item or fix from your clients’ view. You might as well additionally compare notes regarding your item or fix’s capacity to help, any favorable circumstances your feature has over that of the rivalry, and the present growth stage your feature is in (e.g., thought, model)

Product Mixes產品混合

PRODUCT MIX includes arranging and improving the right sort of feature that will fulfill completely the necessities of clients. A feature has a few sizes. These extents are all in all called feature blend. Feature blend for instance might comprise of size and weight of the item, volume of yield, item value, feature outline, feature range, mark name, bundle, feature trying, warranties and after bargains utilities and the like.

PRODUCT MIX包括安排和改進將完全滿足客戶需求的正確功能類型。一個特性有幾個尺寸。這些區段統稱為特征混合。例如，特征混合可能包括項目的大小和重量，產量，項目價值，特征輪廓，特征范圍，商標名稱，捆綁，特征嘗試，保證和討價還價后的公用事業等。

Width

The width of item blend incorporates every last trace of the feature lines that a group advertises. For instance, if a vitamin association pitches different vitamins, diet features and games beverages, its item width is several. Upstart groups for the most part begin with a narrower item width. It is not viable for little groups to begin with various item lines. The association will utilize enough assets transforming or acquiring one line of features available to be purchased. Certain associations might even begin with one or two features. A group can moreover grow its feature line as deals for the introductory items begin taking off.

Length長度

The length of a group’s feature intermingle relates to the aggregate number of features the association advertises, for instance, a little shopper items association might have several item lines: snacks, oat and canned meats. This shopper features group might pitch five nibble things, four oats and several mixtures of canned meats. Accordingly, the association’s feature intermingle length is 12. Certain groups will likewise figure a normal feature length assuming that they have various feature lines. For instance, the speculative customer features association above might have a normal feature blend length of four.

一個組的特征混合的長度與聯合廣告的特征的總數有關，例如，一個小的購物項目聯合可能有幾個項目行:零食、燕麥和罐頭肉類。這個購物者特征組可能會推銷五種可啃的東西，四種燕麥和幾種罐頭肉的混合物。據此，聯想的特征混合長度為12。某些組同樣會計算出正常的特征長度，假設他們有不同的特征線。例如，上面推測的客戶特性關聯可能有一個正常的特性混合長度為4。

Profundity

An association’s feature intermingle profundity relates to the sum number of varieties for every feature, consistent with Philip Kotler’s textbook, “Marketing Management: Analysis, Planning, Implementation and Control.” Product variety can incorporate flavor, scent, measure and any viable striking quality. For instance, if a modest cake producer pitches several qualitiess of cakes and two sizes of every quality, the feature profundity is six. Associations will some of the time report normal feature profundity figures for their feature lines, as well.

Consistency一致性

Consistency in feature blend points to the connection between item lines, incorporating utilization, preparation and circulation. For instance, a modest foods grown from the ground beverage maker may utilize comparative creation lines for numerous diverse sorts of beverages. Henceforth, the processing of that group’s item blend is greatly unvarying. Circulation might additionally be reliable in that everything beverages are appropriated in supermarkets and mass merchandisers. Notwithstanding, that same beverage maker may likewise produce a products of the soil beverage formula magazine for its shoppers. Hence, there is small consistency between the utilization of the tree grown foods drinks and the production.

特征混合的一致性指的是項目線之間的聯系，包括使用、準備和流通。例如，一種從地面飲料制造商生產出來的適中的食品可以利用比較創造線來生產許多不同種類的飲料。從此以后，對那組物品混合的處理是非常不變的。流通可能是另外可靠的，因為所有飲料都在超市和大賣場中占有。盡管如此，同樣的飲料制造商可能同樣地生產產品的土壤飲料配方雜志為其消費者。因此，在利用樹木生長的食物、飲料和生產之間有很小的一致性。

Methodology

Practically all groups begin with constrained width, length and profundity in their item blend. Furthermore, an association’s feature intermingle could likewise be remarkably unvarying at an opportune time. Then again, rivalry or engineering may drive an association to come to be more broadened. For instance, a little restroom maker may need to advertise vessels, different styles of sinks and fixtures to increase more presentation at a kitchen and wash dealership. Therefore, the extra items will reasonable augment the width, length and profundity of the association’s item intermingle.

Discuss branding strategy the decisions companies make in bulding and managing their brands

Your association’s mark incorporates your name, logo and motto, yet a mark is so far additional that these basic inventive components. A mark speaks for your association’s every day cooperations with clients and brings out feeling that calls your client base to movement. Make vital mark personality by composing and achieving a feature and mark system.

Hugeness廣大

A fruitful feature and mark methodology advances mark mindfulness and personality that separates your items from the innumerable alternates exclusively dependent upon mark name. A decently-outlined methodology more than once reminds potential and current clients why they may as well buy your item over alternates with comparable qualities. The mark name contrains a client to purchase a feature dependent upon his passionate ties to what the mark intimates, not indispensably value or cost; granted that value and cost are basic to mark existence compass.

一個卓有成效的特征和標記方法提出標記念和人格，將你的物品從無數完全依賴于標記名稱的替代中分離出來。一個簡潔明了的方法不止一次地提醒潛在的和當前的客戶，為什么他們寧愿購買你的產品，而不是其他質量相近的產品。商標名稱限制客戶購買的功能取決于他對商標所親密的東西的熱情，而不是不可缺少的價值或成本;假定價值和成本是標志生存羅盤的基礎。

Positioning

A mark technique may as well position items in respect to quick rivalry. Choose if you need buyers to think about your feature as less exorbitant than the rivalry, higher value than the rivalry or conveying a larger number of status than the rivalry. The aforementioned and different variables verify your mark and item position in the business sector with respect to your rivalry.

Profits

Bringing about a vital mark and feature arrangement might as well create buyers to have a positive passionate cooperation with your mark. To attain this, a mark and item system might as well straighten with center business values and mission, adjust effortlessly to different business and financial atmospheres, and have clear significance and appropriateness to your target customer base. For instance, mark and item techniques composed to pull in runners and different competitors may as well include actions that fortify your mark acquaintanceship with games and fitness.

Contemplations

A mark and item method works in close show with other key segments of your business arrangement. Pass on your mark method inside the valuing technique, bargains and promoting methodology and group mission methodology. The aforementioned different regions of the business arrangement nourish off of the marking procedure. The mark and item technique gives the establishment that impacts publicizing fights, association writing, open observation and client responsibility.

Misinterpretations誤解

Little organizations frequently feel they fail to offer the plan and learning to advance an aggressive and viable mark and feature procedure. In view of this, they may decide on to essentially swear off any mark arranging and methodology whatsoever. Mark systems need business and industry look into and in addition knowledge into the gushing requirements and goals of the target business. Depending on if you don’t have the plan to contract a counseling firm gaining practical experience in mark methodologies, you can do it yourself. Conduct client center assemblies and permit the shoppers to pass on the feelings and recognitions evoked subsequently of your different marking plans. You can utilize this qualified data as a part of conjunction with demographic information to advance an efficacious method.

小組織經常覺得他們不能提供計劃和學習推進一個積極可行的標志和特征程序。鑒于此，他們可能決定基本上發誓放棄任何標記安排和方法。標識系統需要企業和行業對目標企業的需求和目標進行深入的了解和了解。這取決于如果你沒有計劃去咨詢公司獲得馬克方法論的實踐經驗，你可以自己做。進行客戶中心集會，并允許購物者傳遞你的不同標記計劃隨后喚起的感覺和認識。你可以利用這些合格的數據作為結合人口統計信息的一部分來提出一個有效的方法。

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