International Marketing 3
3. International segmentation (STP)
3. International segmentation (STP)
Kartei Details
| Karten | 18 |
|---|---|
| Sprache | Deutsch |
| Kategorie | Marketing |
| Stufe | Universität |
| Erstellt / Aktualisiert | 24.11.2014 / 19.01.2019 |
| Lizenzierung | Keine Angabe |
| Weblink |
https://card2brain.ch/box/international_marketing_3
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| Einbinden |
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A market is...
"A market is a collection of buyers.”
- People or organizations with
- Needs or wants, and with
- ability and
- willingness to buy.
STP Process
Market Segmentation
1. Identify bases for segmentation
2. Develop profiles of segments
Market Targeting
3. Measure Segment attractiveness
4. Select target Market
Market Posistioning
5. Develop Positioning for each Segment
6. Develop marketing mix for each target market
Segmenting consumer markets (5 Types)
Geographic
Demographic
Geo-demographic
Behavioral
Psychographic
Demographic
- Race
- Culture
- Income
- Social Class
- Gender
- Age
Geographic
- State
- Nation
- Regions
- Countries
Behavioral
Attitude
Loyalty
User Status & Rate
Psychographic
Vals Framework
- Thinker
- Achiever
- Believers
- Makers
Segmention of business markets
- Geography,
- Benefits
- Usage rate
- Purchasing approaches
- Demographic
- Operating variables
