谁能给我解释一下国际营销中的STP?

国际营销之STP

叶仁杰 (Dr. Perry Y. K. Ip)

引言

在营销学中,我们经常提到 STP营销模式,STP者, 即:细分 (Segment) ,目标市场确定 (Target) 及 产品的市场定位(Position) . 国际市场的市场细分,旨在对具有相似需求的消费群加以区分,目标市场确定是对已界定的组群进行评价和对比,并且选择一个或多个最具潜力的目标.而产品定位是指企业把产品在顾客头脑中的位置.

企业一旦涉及国际营销时,面向海外,众多客户的需求之间存在很大差异,企业很难满足所有客人,因而会根据企业本身的情况,寻找市场空白,了解对手薄弱环节,让企业进入市场时,避受随意性和盲目性.

市场细分的方法与原则

市场细分的方法可分为单一因素法及综合因素法. 好比前者仅就地理细分,或国民收入细分,而后者综合各个相关因素.值得注意的是就地理划分的误区,比如星加坡邻近印尼南韩与北韩接壤,但市场的差异远远大於相似.还有,对於大多数消费产品和工业产品而言,国民收入往往是市场潜力惟一最重要的细分指标,但许多落后国家的平均收入并不反映这些国家的生活水平.

不管用甚麼方法,市场细分应该遵照下列原则:可估量性,可进入性,效益性及稳定性.当代有许多营销学学者,提出各种市场细分理论,本文无法一一尽录.现仅辑录部分以供参考如下.

2.1美国营销学者麦卡锡提出了细分市场的七步骤:

1) 依据企业的营销战略任务和产业市场选定市场范围

2) 分析潜在顾客的基本需求

3) 分析潜在顾客的不同需求

4) 去掉潜在顾客的共同需求

5) 暂为不同需求的细分市场取名

6) 确认各细分市场的特点

7) 分析评价各细分市场的潜力

Simon (1996) 调查发现地理细分最不重要,而按重要性划分如下:

应用方法

顾客群

产品 / 技术

价格水平

质量

地区

2.3 行为细分

使用度 (Usage rate):频繁,中度,轻度,不使用.

身份 (User status):潜在使用者,非使用者,常规使用者.

2.4 BSB的细分研究 (I)

BSB (即Backer Spielvogel &Bates &Bates Worldwide) 以大三极地区,研究18个国家的心理因素,冠称全球扫描细分研究,用以解释和预测不同种类商品的购买行为.以心理因素分作五类如下:

奋斗者 (Striver):31岁左右,生活充实,是物质享受的追求者.但时间和金钱都不充裕

成就者 (Achiever):年岁较长,生活富裕,一群有地位意识的消费者,重视质量

受压力者 (Pressured):主要由各年龄的妇女组成,她们承担经济,生活问题和家庭压力

适应者 (Adapter):年岁较大,很满意自已的生活现状,有他们的价值观,但能够面对变化

守旧者(Traditional):依恋过去,墨守传统.

3 目标市场确定

目标市场确定是对已界定的组群进行评价和对比,然后选择一个或多个最具潜力的群组作为未来目标,当中涉及评估目标市场现有规模及其发展潜力,这市场的潜在竞争,及可否进驻某海外的目标市场.选择目标市场战略主要有三:

- 全球标准化:如世界最大的品牌之一麦当劳,全球广告采用 " I'm loving it".

- 集中全球营销:集中特定的工业或机构消费群,成为隐身冠军.好比只把洗碗机卖给旅馆或饭店的德国 Winterhalter公司.

- 差异营销:好比针对自已的品牌,提出一系列的产品.好比,Swatch的手表与 P&G经销的产品.

4. 定位

定位是指企业放在客顾头脑中的位置,定位可以是诸如:

高科技定位

高质量

价廉物美

5. 小结

STP是营销学常用的模式当企业进入新市场以前,先行细分,锁定目标市场,然而进行定位在学界中,经常应用STP进行不同的分析,这里没有一一尽录.应用STP模式,由於T与P的内容与一般营销学类似,因此本文重点在於市场细分,而STP中的T与P只有简单交代.

作者简介:叶仁杰,澳洲南十字星大学管理学博士,亚洲(澳门)国际公开大学助理教授.

国际营销之STP Ref:2006.06.03 亚洲国际工商资讯

或许这几篇英语中文能够帮助我们开启关于营销的大门。下面是我给大家整理的关于营销的英语作文，供大家参阅!

关于营销的英语作文：32 Things Your Salesclerk Won’t Tell You

1. If a good customer buys a dress, I'll hang it up for her and put it in a nice plastic bag. But if you've been rude to me, I'll *** ush it into a bag that's too *** all.

2. Sure, I’ll put that sweater on hold for you. But most of the time, you don’t e back. So don’t blame me if I sell it to someone else.

3. Even though I seem friendly, I'm not your friend. Please don't take me hostage with your *** all talk.

4. I won’t ask a yes-or-no question like “Can I help you?” Instead, it’s always an open-ended “What can I help you find today?”

5. It is way tacky to buy placemats, use them for your party, then return them to the store. At least wipe off the food crumbs first.

6. My pet peeve? Customers who paw through a stack of shirts. Now I’ve got to spend 15 minutes board-folding that whole pile again.

7. This is not a garage sale. I can't give you a lower price just because you haggle.

8. Even though most of us don’t work on mission, sometimes we’re given a sales goal for each customer. If we meet it consistently, we’ll get bonuses and, eventually, a promotion. So when I tell you about a pair of earrings that would go perfectly with that sweater, I might have an ulterior motive.

9. If you start to throw a fitin front of other customers because I won't take a return, I'll probably give in and offer your money back. But I really want to kick your tush.

10. After you buy something, keep your receipt and pay attention. Most mainstream retailers promise a refund if the item goes on sale within a certain number of days after you buy it. Websites like priceprotectrtrack the prices of hundreds of products from retailers such as Best Buy, Amazon, and Sears.

11. Need me? Don't wave like you're hailing a cab, whistle, yell across the store or stand in front of the fitting room waiting for it to magically open. Just ask nicely.

12. When you ask me if something looks good on you and I suggest a different style, take the hint.

13. The greeters who wele you to our store aren’t really there to greet you. If we look you in the eye as you’re ing and going, you’re less likely to shoplift.

14. Most shoplifters aren't the people you'd expect.They're great customers who e in all the time, buy a lot of stuff, and are really nice to you. I guess they're thinking, 'I'm a good customer, I deserve a little something.'

15. Our store sends out a birthday coupon to customers on our mailing list. When people redeem it, I often say "Happy Birthday" as they walk away. Sometimes the customer will say "you too." I know it's because they aren't really listening, but that cracks me up.

16. If you call the store to ask if we have an item and we don't, don't ask me where you can get it. I have no idea.

17. If you don't know a store's hours, call. We hate the people who e in five minutes before we close and want to shop for a whole wardrobe.

18. Plenty of stores have great prices on Black Friday, but mine isn’t one of them. Still, you line up and wait for us to open.

19. Some of us will tell you anything to make the sale.Especially if you haven't been nice.

20. Please don’t tell the cashierno one was helping you after I brought you six different sweaters in the fitting room. It’s rude.

21. I don't understand parents who give their children some merchandise to keep them occupied, then when the child destroys it, the parents just stick it on some random shelf and don't say anything. How is that different from stealing or vandali *** ?

22. Literally everyone who returns anything brokenclaims it broke the first time they used it, no matter when they purchased it. Um, yeah right.

关于营销的英语作文：CFA or MBA

CFA or MBA? 11 Facts to Help You Decide

CFA还是MBA?11个事实帮助你作出选择

After years of financial work, most financial practitioners would schedule a self-improvement plan, especially those who would like to start their own businesses. The mon question is that whether one should take a CFA test or get an MBA degree for career development. Indeed this is a big decision.

The MBA, short for Master of Business Administration, covers various areas of business such as accounting, finance, marketing, human resources, and operations in a manner most relevant to management *** ysis and strategy. On the other hand, CFA, short for Chartered Financial Analyst, covers special, specified skills and concepts in asset management, private wealth management, equity research, and ratings advisories in financial institutions.

An MBA could enlarge your social network and widen career choices, but a CFA gives you accuracy and rigor in financial areas. You may need to spend years of full-time study and finish the graduation thesis for an MBA, but you may spend even more years of hard studying to pass three exams before you could get the CFA charter certificate.

Below are 11 factors that might help you decide which one you should get.

1. Cost

It should be noted that an MBA degree from any top university is a high-cost and expensive self-enhancement project. The total all-in cost tuition fees, modest living expenses, forgone salaries, etc. of a 2-year top MBA program is around $275k to $325k. The cost of a CFA is much lower, at about $1,000 to 1,500 per level, less than $8,500 on average for all three level tests if you take part in additional prep classes.

2. Time

If you want to get a MBA certificate, you need to spend two years of full-time study. That means if you’re not brave enough to quit your job and focus on the MBA degree, it would be a dilemma indeed. However, the CFA would cost at least 250 hours of self-guided study before you can sit the six-hour exam. You could make the CFA program study as part-time task.

3. Content

The purpose of these two certifications is obviously different, therefore the content is of course different. Getting an MBA certificate means you’re going to get prehensive and all-inclusive training and knowledge in management *** ysis and strategy. MBA covers various courses like accounting, finance, marketing, and human resources, while CFA program will deliver you special, specified skills, and concepts on asset finance exclusively.

4. Application procedure

To apply for an MBA program, you need to prepare a lot of things, including an online application, remendation letters, resume, admission essays, university transcripts, GMAT or GRE score reports, English language proficiency, etc. For the CFA, you need an international travel passport. Also, you need to meet one of these 3 requirements for CFA application: four years of professional work experience does not have to be investment related, a bachelor’s or equivalent degree, or be in the final year of your bachelor’s degree program.

5. Teamwork

Task requirements differ from each other. Unlike the MBA requires group tasks, the CFA has no teamwork requirement. It’s totally upon your own schedule. If you can, you could study and finish all CFA programs individually.

6. Pass rate

Only 37% of CFA test takers passed December 2012′s CFA Level I exam. In June 2012, 38% passed Level I, 42% passed Level II and 52% passed Level III. On an average, 60% would fail in CFA test, with even low pass rate across total 3 levels. On the other hand, 95% of Harvard MBA test takers could pass the MBA test.

7. Job Prospects

With MBA degree, you get broader job prospects and wide career choices. But with a CFA certificate, since it delivers specific, specialized knowledge in finance industry, your career choices are greatly narrowed but financial career could be greatly sharpened and improved to another level. “An MBA can take you into all sorts of industries,” said Skiddy von Stade, CEO of financial recruiting firm OneWire. “A CFA is for a stock picker that really wants to be an *** yst. The CFA carries a lot of weight with asset managers. It’s an *** ytically driven test.” Outside of finance, the CFA is of little use, while the MBA is more widely recognized.

8. Benefit/pensation

It’s important to know the return of CFA and MBA. According to the calculation from PayScale, a pensation research firm, the pensation differs a lot. Median pays of 0-5 years of experience are $72,000, $87,000, $57,000 and $63,000 respectively for people that hold a CFA and no MBA, CFA and MBA, MBA and no CFA, and an MBA in finance and no CFA. These differences stay constant for CFA and MBA holders of 5-10 years of experience.

9. Learning

Some CFA certificate holders said that MBA programs teach things they could learn from college class, while CFA programs deliver knowledge that couldn’t be learned from college.

10. Partnering relationships

CFA Institute has started partnering relationships with multiple business schools into their class offerings. Some exam materials are even delivered in these courses. This would surely result in reduction of CFA test difficulty. More students are now expected to take Level I of the CFA exam directly after graduation.

11. Achievement

The founder of the CFA Institute is Benjamin Graham, one of the most legendary and valuable investors. With the profound knowledge gained from CFA tests… who knows? You could bee the next Benjamin Graham. In contrast the broad coverage of MBA makes it bees hard to bee a great master.

关于营销的英语作文：Generating Leads Through Telemarketing

Telemarketing is one of the most mon ways that a business can generate leads. It is a versatile approach. Lead generation telemarketing can be inbound or outbound, meaning that systems use prerecorded messages and can dial either random numbers or numbers from an imported list.

Telemarketing is one of the few lead generation techniques that is flexible enough to be immediately adaptable to new situations. The telemarketer can answer questions or provide additional rmation as needed in response to the potential customer's ments. Also, while prospective buyers may ignore direct mail or advertisements, they will not ignore a ringing telephone. Once the person answers the phone, a good telemarketer can generate a lead.

Inbound lead generation telemarketing involves the prospective customer calling the pany to find out about their products or services. This is the best kind of lead generation telemarketing because the potential buyer has already shown interest by making the call. It is then up to the telemarketer to say the right things in order to retain the prospective buyer's interest. Often, people will call for rmation about certain products or to see if there are any sales or discounts available. It is up to the telemarketer to be able to provide the caller with all of the necessary facts that the caller asks for.

Outbound telemarketing is less successful than taking inbound calls. It is difficult because it often involves what is called cold calling. This is when a lead generator makes an unsolicited call to a potential customer. The person has no idea who is calling them or why. A high percentage of people react badly to being cold called. It takes someone with great munication skills and the ability to handle rejection to make a successful cold caller. Other times, the callers are equipped with a list of potential leads. The caller's responsibility is then to verify that the person is indeed interested.

Another option for lead generation telemarketing is to use a lead generation system. Lead generation systems are machines programmed to dial phone numbers and deliver a recorded message when the phone is answered. Many people hang up on these machines, but they are a cost effective way to generate leads. Some lead generation systems can be given a list of potential leads to call, thus increasing the chance of success.

Lead generation telemarketing is a great, flexible, adaptable way to gain new customers. People with good munication skills are often very good at this type of work.

Lead Generation Info provides detailed rmation about sales, mortage, MLM, business-to-business, internet, and insurance lead generation, lead generation telemarketing, and more. Lead Generation Info is the sister site of MLM Leads Web.

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