การวางส่วนแบ่งตลาด

1. STP Marketing
Assistant Professor Kitti
Siripullop

2. S = Segmentation (
T = Targeting /
P = Positioning
2

3. Continuum of Market
Segmentation Size
 Mass Market (
 Segmentation /
 Niche
 P/One-to-One
3

4.  (Consumer Market)
 (Business Market)
4

5. Consumer Market
Segmentation Variables (
 Demographic Segmentation (
 Geographic Segmentation
 Psychographics Segmentation
 Benefits-Sought Segmentation (
 Behavior or Usage Segmentation ( 5

6.  /
 /
 /

6

7.  
 
 

(Family Life Cycle)


7

8.  (Social Class)
 (Life Style)
A = Activities
I = Interest
O = Opinion
8

9. 


9

10. 


10

11. 



11

12. Business Market

 / /


12

13. Targeting
13

14. Targeting
2.4
14

15. Product Positioning
:
15

16.  (Attribute
Positioning)
–
– %
 (Benefit
Positioning)
–
–
16

17.  (use/Application
Positioning)
–
 (Use Positioning)
–
–
17

18.  Competitor
Positioning)
– “ ”
 (Product
Categories Position)
– up non-cola
18

19.  (Quality/Price
Positioning)
– Every Day Low Price
 (Country of Origin
Positioning)
–
19