?? Product or Service ???????????????????

1

• ????????????? ??????? ??????
• ?? Product or Service ???????????????????

2
??????????????????????????????????????????

1. ??????????????????????????????????????????????????
   ??????
2. ?????????????????????
3. ???????????????? ?????????????

3
??????? ?????????????? ????????? ???
??????????????

• Competitive Marketing Strategies
• Brand Building Strategy
• CRM Strategy

4
?????????????????
STP
SWOT
Brand Building
IMC
CRM
5
????????????????????????

• 1. Consumer Markets
• 2. Business Markets
• 3. Global Markets
• 4. Nonprofit and governmental markets

6
STP marketing
segmentation

• ????????????????????
• ????????????????????????????????????????????
• ???????????????????????????

Behavioristic segmentation
psychographic segmentation
7
STP marketing
Targeting
market differentiation
8
Market segmentation and targeting
Shotgun approach
Rifle approach
9
STP marketing
Targeting
market differentiation
Positioning
10
SWOT Analysis

•          ????????????????????????????????????????
  ?????????????????????????????????
  ??????????????????????????????????????????????????
  ???????????? ?????????????????????????????????????
  ?????????????? 4 ??????? ???

11
?????????????????

• S Strength
• W Weakness

12
??????????????????

• O Opportunity
• T Threat

13
S
??????????????
swot

• ?. ????? ??????????
• ???????????????????????????????????????
• Course ???????
• ???????????????????????????????

14
W
swot

• ????????????????????????????
• ?????????? ???? ?????? Logo A/W

15
O
swot

• ??????????????????????????????????
• ??????????????????????????
• ??????????????????????????????????????????????

16
T
swot

• ???????????????????????
• ????????????????
• ?????????????????
• ???????????????????????????????????????

17
S
Thailand SWOT
Soft ware park

• Multimedia and graphic

18
w
Thailand SWOT
Soft ware park

• Management / Discipline
• Outdated Regulation

19
O
Thailand SWOT
Soft ware park

• Strong government support
• Strong regional and global alliances

20
T
Thailand SWOT
Soft ware park

• Lower Labor cost countries

21
Steal Market share

• ???????????????????????????????
• ??????????????????????????????????????????????????
  ???

22
???????????? (Build Market)

• ???????????????
• ????????
• ???????
• ??????????????????????????????????????????????????
  ????
• ???????????????????????????????????????????????
• ?????? ?????????????????????????????????
  ?????????????
• ??????

23
????????????? Build Market
????????????????????????????
Customer acquisition
?????????????????????????
Customer Retention
24
??????? ??????????

• IMC
• Marketing communication mix
• Push and Pull strategy

25
??????????????????????????

• Advertising
• Sales Promotion
• Personal Selling
• Public relations and Publicity
• Direct Marketing

26
Push Pull Strategy
????????????????????????
????????????????????????
???????
Business market
?????????
???????
Business market
?????????
??????????????????????????????????