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การวางส่วนแบ่งตลาด

การวางส่วนแบ่งตลาด

Published in: Education, Business
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Transcript

  • 1. STP MarketingAssistant Professor Kitti Siripullop
  • 2. S = Segmentation (T = Targeting /P = Positioning 2
  • 3. Continuum of Market Segmentation Size Mass Market ( Segmentation / Niche P/One-to-One 3
  • 4.  (Consumer Market) (Business Market) 4
  • 5. Consumer MarketSegmentation Variables (  Demographic Segmentation (  Geographic Segmentation  Psychographics Segmentation  Benefits-Sought Segmentation (  Behavior or Usage Segmentation ( 5
  • 6.  / / / 6
  • 7.     (Family Life Cycle)  7
  • 8.  (Social Class) (Life Style) A = Activities I = Interest O = Opinion 8
  • 9.    9
  • 10.  10
  • 11.  11
  • 12. Business Market / / 12
  • 13. Targeting 13
  • 14. Targeting 2.4 14
  • 15. Product Positioning : 15
  • 16.  (Attribute Positioning) – – % (Benefit Positioning) – – 16
  • 17.  (use/Application Positioning) – (Use Positioning) – – 17
  • 18.  Competitor Positioning) – “ ” (Product Categories Position) – up non-cola 18
  • 19.  (Quality/Price Positioning) – Every Day Low Price (Country of Origin Positioning) – 19

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