营销策划案例分析 教学课件 作者 邓镝 第六章：市场细分及目标市场选择.pptVIP

第六章 市场细分及目标市场选择（STP） 教学内容 第一节 市场细分（Segmenting） 第二节 目标市场选择（Targeting） 第三节 市场（产品）定位（Positioning） 引例 Being a market leader, in many people’s opinion, depends heavily on company’s core competence, which is what a company is good at. Honda (本田) has a core competence in small engines. But Briggs and Stratton have a core competence in small engines, too. Why has not it been as successful? The answer lies not in examining these two companies’ core competencies, but by understanding that they have different marketing disciplines. Honda, is always targeting youth who like adventure and speed. Bri