国际市场营销STP培训课件课件.ppt

文档介绍：Chapter Learning Objectives
1. Define the three steps of target marketing: market segmentation, market targeting, and market positioning
2. List and discuss the major bases for segmenting consumer and business markets.
3. Explain how companies identify attractive market segments and choose a target marketing strategy.
4. Discuss how companies position their products for maximum competitive advantage in the marketplace.
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国际市场营销STP培训课件
Opening Case
Marketing Segmentation and Positioning of Clear Shampoo（清扬洗发水）
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国际市场营销STP培训课件
Development of Market segmentation strategy
大量营销
Mass Marketing
产品差异化营销
Product Different
Marketing
目标市场营销
Target Marketing
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国际市场营销STP培训课件
The core of modern strategic marketing: STP
S：market segmentation市场细分
T：market targeting 选择目标市场
P：market positioning 市场定位
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国际市场营销STP培训课件
1. Identify Bases
for Segmentation
2. Develop Profiles
of Segments
3. Evaluate Market Segments
4. Select Target
Segment(s)
5. Develop Positioning
for Each Segment
6. Develop Marketing
Mix for Each Segment
Market
Positioning
Market
Targeting
Market Segmentation
Steps in Segmentation, Targeting, and Positioning
STP
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国际市场营销STP培训课件
Ⅰ. International Market Segmentation
Benefits of market segmentation: 意义
Design or provide responsive products to meet the needs of the market place.
Determine effective and cost efficient promotional strategies.
Evaluate market competition, in particular a company’s market position.
Provide insight on present marketing strategies.
Definition: Dividing an international market into a number of sub-markets with different characteristics by enterprises according to certain standards, and the customers in those sub-markets will have the same or similar characteristics of demand. 相应定义见课本P169
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国际市场营销STP培训课件
例如：
收入水平是影响消费者行为的主要因素。
企业按照收入水平的高低划分不同的消费群，每一个
消费群构成一个子市场，内部的消费者行为具有相似
性，不同的子市场之间消费