UNIT 4 STP Strategy STP战略
STP战略 STP Strategy UNIT 4
Contents Section I Special Terms … Section Il Text Study …◆ Section Ill Situational Dialogues Section IV Tasks 4
Contents Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4
Section I Special Terms Segmentation Segmentation is essentially the identification of subsets of buyers within a market who share similar needs and who demonstrate similar buyer behavior. 市场细分 市场细分就是以消费需求的某些特征或变量为依据，将整体市场区分为 具有不同需求的消费者群体的过程。经过市场细分，在同类产品市场上， 就某一细分市场而言，消费者需求具有较多的共同性，而不同细分市场之 间的需求具有较多的差异性
Segmentation Segmentation is essentially the identification of subsets of buyers within a market who share similar needs and who demonstrate similar buyer behavior. Section I Special Terms
Section I Special Terms Target After the market has been separated into its segments,the marketer will select a segment or series of segments and "target"it them.Resources and effort will be targeted at the segment. 目标市场选择 目标市场选择是指企业在细分市场的基础上，根据一定的要求和标准， 选择其中某个或某几个细分市场作为可行的经营目标的决策过程
Target After the market has been separated into its segments, the marketer will select a segment or series of segments and “target” it / them. Resources and effort will be targeted at the segment. Section I Special Terms
Section I Special Terms Positioning Positioning refers to the techniques used in marketing that is intended to identify the customer's perceptions of the place a product or brand occupies in a market segment. 市场定位 市场定位就是用以确定顾客心目中的某一产品或品牌在细分市场中所占位 置的一些手段
Positioning Positioning refers to the techniques used in marketing that is intended to identify the customer’s perceptions of the place a product or brand occupies in a market segment. Section I Special Terms
Section II Text Study Pre-reading questions 1.What is STP strategy? 2.Why do companies conduct STP strategy? 3.How do companies conduct STP strategy?
Section II Text Study Pre-reading questions 1. What is STP strategy? 2. Why do companies conduct STP strategy? 3. How do companies conduct STP strategy?
Section II Text Study Text A Segmentation,Targeting and Positioning Segmentation,targeting and positioning together make a three-stage process.To get a product or service to the right person or company,a marketer should firstly segment the market,then target a single segment or series of segments,and finally position within the segment(s). Segmentation involves finding out what kinds of consumers with different needs exist.In the US auto market,for example,some consumers demand speed and performance,while others are much more concerned about roominess and safety.In general,it holds true that"You can't be all things to all people",and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable
Segmentation, targeting and positioning together make a three-stage process. To get a product or service to the right person or company, a marketer should firstly segment the market, then target a single segment or series of segments, and finally position within the segment (s). Segmentation involves finding out what kinds of consumers with different needs exist. In the US auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In general, it holds true that “You can’t be all things to all people”, and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. Segmentation, Targeting and Positioning Section II Text Study Text A
Section II Text Study In general,there are three approaches to targeting: 1.In the undifferentiated strategy,all consumers are treated as the same,with firms not making any specific efforts to satisfy particular groups. Usually,this is the case only for commodities. 2.In the concentrated strategy,one firm chooses to focus on one of several segments that exist while leaving other segments to competitors.For example,some airlines target price sensitive consumers who will have meals prior to boarding and assigned seating for low prices. 3.In contrast,most airlines follow the differentiated strategy:They offer high priced tickets to those who cannot tell in advance when they need to fly. These travelers-usually business travelers-pay high fares but can only fill the planes up partially.The same airlines then sell some of the remaining seats to more price sensitive customers who can buy two weeks in advance
In general, there are three approaches to targeting: 1. In the undifferentiated strategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. Usually, this is the case only for commodities. 2. In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. For example, some airlines target price sensitive consumers who will have meals prior to boarding and assigned seating for low prices. 3. In contrast, most airlines follow the differentiated strategy: They offer high priced tickets to those who cannot tell in advance when they need to fly. These travelers—usually business travelers—pay high fares but can only fill the planes up partially. The same airlines then sell some of the remaining seats to more price sensitive customers who can buy two weeks in advance. Section II Text Study
Section II Text Study After segmenting a market and then targeting a segment,you would proceed to position a product within that market. Look at the series of TOYOTA cars-LEXUS.CROWN.CAMRY. COROLLA,VIOS,PRADO and PREVIA.Who are the target customers of these car models?It can be concluded that products tend to bunch in various price sectors.The positioning of each car model differs.However,remember that it is all down to the perception of the individual
After segmenting a market and then targeting a segment, you would proceed to position a product within that market. Look at the series of TOYOTA cars— LEXUS, CROWN, CAMRY, COROLLA, VIOS, PRADO and PREVIA. Who are the target customers of these car models? It can be concluded that products tend to bunch in various price sectors. The positioning of each car model differs. However, remember that it is all down to the perception of the individual. Section II Text Study
Section II Text Study New Words and Expressions segment roominess demonstrate specialize v.分割 n.宽散，宽大 vt.证实 i.专门从率 undifferentiated strategy concentrated strategy 0 0 无差异市场营销策略 密集型市场策略 differentiated strategy fill up down to 差异性市场策略 填装满 …的贵任
Section II Text Study New Words and Expressions undifferentiated strategy 无差异市场营销策略 concentrated strategy segment v. 分割 roominess n. 宽敞，宽大 demonstrate vt. 证实 specialize vi. 专门从事 密集型市场策略 differentiated strategy 差异性市场策略 填补，装满 down to ……的责任 fill up