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2. 6-2 C h a p t e rC h a p t e r 66 3. 6-3 C h a p t e rC h a p t e r 66 () 4. 6-4 Chapter 6 5. 6-5 Chapter 6 STEP: A. B. C. D. 6. 6-6 Chapter 6 6-1 7. 6-7 Chapter 6 8. 6-8 Chapter 6 9. 6-9 Chapter 6 Niche Strategy 10. 6-10 Chapter 6 11. 6-11 Chapter 6 12. 6-12 Chapter 6 13. 6-13 Chapter 6 14. 6-14 Chapter 6 1/2 15. 6-15 Chapter 6 2/2 16. 6-16 Chapter 6 1/2 17. 6-17 Chapter 6 2/2 ( )() 18. 6-18 Chapter 6 19. 6-19 Chapter 6 Macrosegmentation Microsegmentation GNP 20. 6-20 Chapter 6 (A) (B) (C) (D) 21. 6-21 Chapter 6 Heterogeneous Substantial Measurable Accessible Actionable 22. 6-22 Chapter 6 6-5 23. 6-23 Chapter 6 24. 6-24 Chapter 6 25. 6-25 Chapter 6 X X X X A1 X A2 XA3 X 26. 6-26 Chapter 6 27. 6-27 Chapter 6 ( ) 28. 6-28 Chapter 6 1/2 29. 6-29 Chapter 6 2/2 30. 6-30 Chapter 6 1/2 all to all each to each all marketing combinations to each market 31. 6-31 Chapter 6 2/2 32. 6-32 Chapter 6 33. 6-33 Chapter 6 34. 6-34 Chapter 6 1/3 35. 6-35 Chapter 6 2/3 36. 6-36 Chapter 6 3/3 37. 6-37 Chapter 6 1/4 (Kotler, 2000) 38. 6-38 Chapter 6 2/4 39. 6-39 Chapter 6 3/4 40. 6-40 Chapter 6 4/4 41. 6-41 Chapter 6 1/2 Heskette Heskette ? ? ? 42. 6-42 Chapter 6 2/2 43. 6-43 Chapter 6 1/2 44. 6-44 Chapter 6 2/2 45. 6-45 Chapter 6 46. 6-46 Chapter 6 ( ) 47. 6-47 Chapter 6 6-7 48. 6-48 Chapter 6