医药目标市场营销的策略.ppt

Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. 第六章医药目标市场营销略 Evaluation only. ith Aspose slides for NET 4o client P Evaluation only. Created with Aspose Slides for NET 4.0 Client Profile 171 Copyright 2004 -2017 Aspose Pty Ltd Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. 学习要求 主要内容 本章主要介绍目标市场营销策略(即STP营销模式)的三大环节,即市 场细分、目标市场选择与市场定位 其中市场细分是企业目标市场选择、市场定位的基础和前提,选择 标市场是市场细分的目的,而市场定位则可使企业在竞争中处于有利 的地 掌握: 1、STP营销模式的内涵 2、医药市场细分的含义、意义、原则和标准,以及有效细分的程序 和方 3、目标市场的含义、方式的确定和目标市场策略的选择 4、医药市场定位的含义、有效性原则、基本程序及主要策略 了解 市场细分战略的产生与发展历程 Evaluation only. ith Aspose slides for NET 4o client P Evaluation only. Created with Aspose Slides for NET 4.0 Client Profile 171 Copyright 2004 -2017 Aspose Pty Ltd Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. 引言:STP营销糗式 市场细分 选择目标市场 产品定位 Segmenting Targeting Positioning Evaluation only. ith Aspose slides for NET 4o client P Evaluation only. Created with Aspose Slides for NET 4.0 Client Profile 171 Copyright 2004 -2017 Aspose Pty Ltd Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 4.0 Client Profile 17.1. Copyright 2004-2017Aspose Pty Ltd. 企业在对市场需求预测的基础上,将整体市场细分为若干 不同的购买群体,即进行市场细分( Segmenting);然 后选择其中能为之有效服务的作为目标市场,即进行目标 市场选择( Targeting);最后在目标市场中确定自己的 产品在市场中的位置,即市场定位( Positioning)。 这一过程就是目标市场营销策略(即“STP”营销)。 市场细分、目标市场选择及市场定位是企业营销机会选 择和确定过程中的三个互相联系、不可分割的环节 Evaluation only. ith Aspose slides for NET 4o client P