international marketing: stp 전략
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International Marketing:STP Pyongtaek UniversityJung Bok Ha
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STP
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STP
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, , . , ,
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1 (GNP) MSI(Marketing Science Institute) Model
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1
GNP( dollars)
()
(dollars)
Low-Income
63
1,595
3,236
490
Lower-Middle Income
63
1,963
1,215
1,740
Upper-Middle Income
31
2,178
473
4,600
High-Income
53
23,772
919
25,870
World
210
29,510
5,754
5,130
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(by Rostow) , , , , (, , ) , .
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Ernest Dichater 6 (almost classless societies in contented countries) , , , (affluent countries), , , , (countries in transition), , , , , (revolutionary countries), , , , , (primitive countries), (new-class societies) , , ,
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Dichter -> -> . . .
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MSI Model
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, , , ( ), , . . . . (: , )
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, , 18 , , , 95% . (Piirto 1991) . 7,500 .
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, , . , , , , , , , , , ,
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Fedex , , friskies dry cat food
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.
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Targeting
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Selecting Market Segments
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Target Market SelectionSingle-SegmentConcentrationSelective SpecializationMarketSpecializationProduct SpecializationFull CoverageP1P2P3M1M2M3
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Product PositioningDefined by consumers on important attributesPlace product occupies in mind relative to competing productsInformation overloadSimplify evaluationPosition happens - planned or not
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Positioning StrategiesProduct attributesBenefits offeredUsage occasionsClasses of usersDirectly against or away from competitorDifferent product class
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Choosing and ImplementingCommunicate anddeliver chosen positionSelect the rightcompetitive advantageIdentify possiblecompetitive advantage
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Possible Competitive AdvantagesProduct differentiationFeatures, Performance Quality, Conformance Quality, Durability, Reliability, Reparability, Style, DesignService differentiationOrdering ease, Delivery, Installation, Customer Training, Customer Consulting, Maintenance and repair, Personnel differentiationChannel differentiationImage differentiationIdentity vs. Image, Symbols, Written and Audio-visual Media
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Selecting Competitive AdvantageHow many differences to promote?Over-positioning, under-positioning, confused positioningWhich differences to promote?Important, distinctive, superior, communicable, pre-emptive, affordable, profitable
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Positioning StrategyTo strengthen its own current position in the consumers mindAvis: We are #2 we try harder7-up: UncolaTo search for and grab a new unoccupied position that is valued by enough consumer3 musketeers: 45% less fat chocolate barTo Deposition or reposition the competitionWendys : Where is the beef ?The exclusive-club strategyChrysler: The big three
For further details about this topic see pages 294-297For further details about this topic see pages 297-298For further details about this topic see page 298For further details about this topic see page 301For further details about this topic see pages 301-304For further details about this topic see pages 304-305
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