???STP 4P

1
???STP4Ps
2
???????

• 2-1-1?????
• ????,??????(AMA)???????,??????????????????????????
  ??????????,????????????,????????????
• ????,?????????????(????????????????????????),????
  ???(???)?????,???????????(??????????),????????

3
2-1-2?????????

• ??????????????????,?????????????,????????????,????
  ??????????
• ???????,???????(???,1997)
• 1.?????(Segmenting)
• 2.???????(Targeting)
• 3.????(Positioning)

4

• ?????????,?????????????,????????????????,?????????
  ?(1)??(2)????(3)??(4)???
• ??(Positioning)?????????????????,???????????????,?
  ?????????????(???,1997)?
• ?????????????????????????????????,?????????????
  (????,?????,??,..)

5
??????????(perceptual map)

• ??????????????,????????????????,???????????(???,20
  02)?

6
2-1-3????

• ????(Marketing Mix)????????4P,????????????????????
  ,??????(Product)???(Price)???(Place)???(Promotion)
  ????

7
??(Product)

• ???????????????
• Ex.????(???????)
• ?????????????????
• Ex.??????(?????)
• ?????????
• EX.??????????(?????)

8
??????

• ??????????
• ??????????????????
• Note????
• ??????/??/????
• ??????/???????
• ???????????/??????

9
????Brand equity

• ????(????)?????,?????????????????????????????????
  ???????
• ???????????????,???????????????????????
• ??????????????????????????
• ?????????????,????????????,???????????????
• ??????????????????????,???????????????????,???????
  ???
• ??????,?????????????????????

10
?????

• ?????,????????????????????,???????????????????,???
  ????????????,????????????,??????????????????????

11
??Price

• ????????/??/???
• ??????????????
• ???????????????
• ????????????????

12
??Place

• ?????????/??
• ????-gt??????
• ?????????/????????
• ???/???/???
• ???????/??????/????/?????????.?????

13
??Promote

• ??????????????????
• ???????????,??????
• ????????????
• ?????????????????????

14
4P??
15
??4P vs 4C
Phillip Kotler,2000
16
SWOT??

• ??(Strength)
• ??(Weakness)
• ??(Opportunity)
• ??(Threat)

?????????


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