4P and STP analysis in Marketing - PowerPoint PPT Presentation

1 / 15
About This Presentation
Title:

4P and STP analysis in Marketing

Description:

(Neuromarketing) ... – PowerPoint PPT presentation

Number of Views:484
Avg rating:3.0/5.0
Slides: 16
Provided by: kusitmsTi
Category:

less

Transcript and Presenter's Notes

Title: 4P and STP analysis in Marketing


1
4P and STP analysis in Marketing
?? ??? IT ?? ?? ??? ???
2
1. History of Marketing
  • 1950?? ? ??(Neil Borden)? ??? ??(Marketing
    Mix)?? ?? ??
  • 1960?? ?? ???(Jerome McCarthy)? 4P ??? ??
  • 195060?? ??? ? ??? ???
  • ?? ??? ??? ? ?? ?? ??!
  • ?? ???? ??? ????? ??? ? ??? ??

?????
?? ??
?? ??
1990?? ??
197080??
195060??
lt???? 3?? ?? ??gt
3
2. 4P ??? ??
195060?? ???? ?? ?? ? ??? ????? ? 4P
?? ??(Product)? ????, ??(Price)? ????, ???
??(Promotion)??, ??(Place)? ????.
4P ??? ?? ??, ???? ????? ???? ??? ???? ??? ????
??? ??. ??? ??? ? ?? Promotion? ???? ?? ?? 4P ???
??
4
2. 4P ??? ??
4C 1. Customer Value (? Product) 2. Customer
Cost (? Price) 3. Customer Convenience (?
Place) 4. Customer Communication (? Promotion)
Jagdish Sheth? 4A
Awareness(??) Acceptance(???) Affordability(???) A
ccessibility(???)
??? ???? ???? 3P
Personnel(??? ???) Process(??? ?? ??) Physical
Evidence(???? ??? ?????? ?? ???, ???)
5
3. Market 2.0 ??
1970?? ????? ?? ??????? ?? 1980???? ??? ??? ????
????? ??? ???? ?? ?? ???? ??? ??? ??? ???
??? ? ??? 4P? ??? ? ??? ??? ??
??? ??? ??
????? ????? ?? ???? ?? ?? ?? ????? ??? ????
???? ???? ???? ?? ? ? ???? ?? ??? ???? ????
???? ?? ???? ??? ???? ???
6
3. Market 2.0 STP Strategy
STP ?? ??? ???? ??? ?? ??? ??? ??? ???? ????
?? ? ?? ???(Segmentation) ??? ??? ?? ?? ??? ??
? ?? ???? ???? ??? ?? ??? ??? ??? ?? ???
???. ???? ??? ?? ??? ???? ???? ??? ????? ???
???? ? ?? ??? ??, ?? ?? ???? ?? ??? ?, ???
???(Brand Loyalty)? ?? ?? ? ?? ??. ?? ??? ???
?? ??? ??? ?????? ??? ? ?? ? ??? ??? ??? ???? ???
??? ? ? ??
7
3. Market 2.0 STP Strategy
? ?? ??(Targeting) ??? ??? ?? ?????? ??? ??? ???
???? ?? ?? ??? ?? ?? ??? ? ?? ??? ??? ???. ???
??? ???? ??? ??? ??? ??? ?? ???, ??? ??? ??? ???
? ? ?? ??? ??? ??. ? ????(Positioning) ?????
????? ???? ??? ?? ??? ???? ???? ????, ????? ????
?? ??? ????? ???? ??? ???? ??? ??? ??? ?
8
4. 1990?? ??? Marketing
???? ???? ??? ?? ????? ?? ???? ? ?? ??? ?? ?? ?
?? ???. ???? ????? ???? ????? ??? ?? ??? ??? ?
?? ??? ???? ???? ??? ???? ??? ????? ???? ? ?? ?
9
4. 1990?? ??? Marketing
??? ??? ??? ?? ??? ??? ??? ?? ?? ???, ??
???, ??? ?? ? ??? ??
?? ???(Neuromarketing) ? ??? ??? ????
??(neuron) ? ???? ?? ???? ??? ?? ???? ??? ????
???? ??
?? ???(Nudge Marketing) ???? ???? ??? ????
???. ??? ???? ?? ???? ??? ??? ?? ????? ????? ??.
10
5. ?? Samsung Electronics
Vision
Inspire the world, Create the future (?? ??? ??
??? ??????, ??(Industry), ??(Partner),
???(Employee)? ??? ??? ??????, ????? ????? ???
???? ??? ??? ????.)
Mission
??? ??? ???? ??? ??? ???? ???? ????? ????.
11
5. ?? Samsung Electronics
Business
1. ?? SENS ?? ?? ??? ?? ?? 1? ?? 2. ??? ???,
???, ??, ???? ???? ??? ?? ??? 3. ????? ??? ? TV
???? ???TVLCD TV??TVLED TVIPTV??? ??? ??
???? ?? 1?? ??? 5??? ?? 4. YEPP ?? mp3 ???? ??
??? 1?(42, 2009? ??) 5. Mobile 2007? Motorola?
??? ? ?? ?? ??? 2?(1? ???) 6. ?? 2008,2009? ??
??? 1? 7. ??? 1993? ??? ??? ?? ?? 1? ??
Strategy
1. ??? ???? ???? ???? ??? ???? ?? ?? 2. ???
??? ??? ?? ??? ???? ?? ??? ???? ?? ?? ??? ???
?????, ?????????? ????? ????? ?? 3. ??? ??? ??
???? ??? ?????? ??? ?? ???? ????. ???? ?????
??? ???? ??, ??? ??
12
5. ?? Galaxy S
STP
? ?? ??? A?? 10? ?, ???? ???? ??? ?? ??? ????
???? ??? B?? 20? ??? IT ??? ?? ??? ?? ? ???
??? ??? ??? ?? ???? ??. A????? ????? ????. C??
30? ??? B??? ????? A???? ????? ??. 20? ?????
?????, ?? ??? ??? ???? ??? ??. D?? 40? ?? ????
???? ??? ????? ?? IT ??? ??? ?? ???? ??. ?????
? DMB ?? ??? ???? ??? ????? ?? ??? ??.
13
5. ?? Galaxy S
STP
? ?? ??(Targeting) 1?? B??(20? ??? ) 2??
D??(40? ?? ????) 3?? C??(30? ???)
? ????(Positioning)
??????
Apple
High
RIM(Black Berry)
HTC
Low
High
Samsung
?????? (???? ??)
Motorola
LG
Nokia
Low
14
5. ?? Galaxy S
4P
Product
Price 80100??
Promotion
Place
15
Thank you for listening
Write a Comment
User Comments (0)
About PowerShow.com