마케팅 원론 이론공부, STP요약, STP란, STP상세 분석, STP관련 용어정리 및 분석
저작시기 2012.11 |등록일 2013.03.01
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마케팅 원론 이론공부, STP요약, STP란, STP상세 분석, STP관련 용어정리 및 분석이 담긴 워드파일입니다.
STP - Segmentation
1. Market focus
- Customer analysis is starting point of marketing analysis.
2. P&G example
- 왜 하나의 leading brand체제로 가지 않고 여러 브랜드를 생성해서 자기들끼리 경쟁시키는가?
-> Different people want different mixes of benefits from the products they buy. So brands feature a different mix of benefits and appeal to different segments.
3. Segment 종합
- Most important insight: Not all customers are the same.
- Market Segmentation -> Market Targeting ->Product Positioning
4. What is Segmentation?
- It is the process of dividing a larger market into smaller pieces, based on one or more meaningful, shared characteristics. And it is more than simple classification.
5. Why Segment?
- Different needs
- Limited resources
6. S-T-P Process
- Primary Package: container of the product such as a bottle
- Secondaty Package: box of cardboard or some other materila containing the primay package
- Shipping Package: contains more units of secondary package