出口行銷學(xué)課件ch

1、Chapter 5:STP Marketing1. Chapter objectives2. STP marketing3.Marketing Strategy Planning ProcessCustomersCompanyCompetitorsS.W.O.T.Segmentation& TargetingDifferentiation& PositioningProductPlacePromoPriceNarrowing down to focused strategy with screening criteriaExternal Market EnvironmentTa

2、rgetMarket4. What is a market?5. Broaden market definitionsGeneric and Product-Market Definitions (p229 Exhibit 8-2)GenericMarketDefinitionsProduct-MarketDefinitionsTo meet what:Customer(user) needsFor whom:CustomertypesWhere:GeographicareaWhat:Product type(good and/or service)+ Can you identify the

3、 parts?6. Market Segmentation defines possible target markets (p231)6.1 The first step: Naming broad product-markets (p231)Combined target market approachSingle target market approachMultiple target market approachAllcustomerneedsSomegenericneedsOnebroadproductmarketHomogeneous(narrow) product marke

4、tsNarrowing down tospecific product-marketSegmentinginto possibletarget marketsSelectingtarget marketingapproachNarrowing Target MarketsSubmarket 1(Exercisers)Submarket 2(Off-roadadventurers)Submarket 3(Transportation riders)Submarket 4(Socializers)Submarket 5(Environmentalists)Broad product-market

5、(or generic market) name goes here(The bicycle-riders product-market) 6.2 Segmenting- Bring together people with similar needs Status dimensionDependability dimensionA. Product-market showingthree segmentsStatus dimensionDependability dimensionB. Product-market showingsix segments Criteria for segme

6、nting a broad product-market (p233)Dimensions used to segment markets (p240-242, Exhibit 8-8,8-9,8-10)Exhibit 8-8 Relation of potential target market dimensions to marketing strategy decision areasQualifying dimensions for a car buyerDetermining dimensions for a car buyer6.3 Targeting (p234- 238)seg

7、menterscombinersUsing single target market approach can aim at one submarket with one marketing mix TheStrategyA segmenterMarket-Oriented ApproachesUsing multiple target market approach can aim at two or more submarkets with different marketing mixesStrategyThreeStrategyTwoStrategyOneA segmenterMark

8、et-Oriented ApproachesTheStrategyUsing combined target market approachcan aim at two or more submarkets with the same marketing mixA combinerMarket-Oriented ApproachesCombiners try to satisfy pretty well (p235)Segmenters try to satisfy very well (p236)To segment or to combine?7. Positioning where yo

9、u fit(p248)8.1 Positioning process8.2 Positioning methods“Product Space” Representing Consumers Perception for Different Brands of Bar SoapNondeodorantDeodorantHigh moisturizingLow moisturizing12457863 Zest Lever 2000 Safeguard Dial Lifebuoy Lava Lux Dove TonePositioning of Different Bar Soaps Elimi

10、nate dryness, itchiness, irritation and 100 percent of visible flakes with regular use of Head & Shoulders.Eliminate dryness, itchiness, irritation and 100 percent of visible flakes with regular use of Head & Shoulders.Eliminate dryness, itchiness, irritation and 100 percent of visible flake

11、s with regular use of Head & Shoulders.Eliminate dryness, itchiness, irritation and 100 percent of visible flakes with regular use of Head & Shoulders. Eliminate dryness, itchiness, irritation and 100 percent of visible flakes with regular use of Head & Shoulders.Eliminate dryness, itchi

12、ness, irritation and 100 percent of visible flakes with regular use of Head & Shoulders.Eliminate dryness, itchiness, irritation and 100 percent of visible flakes with regular use of Head & Shoulders.Eliminate dryness, itchiness, irritation and 100 percent of visible flakes with regular use

13、of Head & Shoulders. Eliminate dryness, itchiness, irritation and 100 percent of visible flakes with regular use of Head & Shoulders.Eliminate dryness, itchiness, irritation and 100 percent of visible flakes with regular use of Head & Shoulders.Eliminate dryness, itchiness, irritation an

14、d 100 percent of visible flakes with regular use of Head & Shoulders.Eliminate dryness, itchiness, irritation and 100 percent of visible flakes with regular use of Head & Shoulders. Eliminate dryness, itchiness, irritation and 100 percent of visible flakes with regular use of Head & Shoulders.Eliminate dryness, itchiness, irritation and 100 percent of visible flakes with regular use of Head & Shoulders.Eliminate dryness, itchiness, irritation and 100 percent of visible flakes with regular use of Head &