CH9国际市场营销STP.pptVIP

Chapter 9 Strategies for Marketing Segmentation Opening Case Marketing Segmentation and Positioning of Clear Shampoo（清扬洗发水） Development of Market segmentation strategy 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 Steps in Segmentation, Targeting, and Positioning 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 posi