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MapleRipple's

BETWEEN THE DEVIL AND THE DEEP BLUE SEA

 
 
 

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Holding right, holding firm  

2010-03-23 01:49:20|  分类: biz insight |  标签: |举报 |字号 订阅

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"The formula 'segmentation, targeting, positioning (STP) ' is the essence of strategic marketing."
                                                         -- Philip Kotler  Marketing Management 13th Edition

Talking about marketing, many people still simply link it with sales. While this isn't the case. In this highly modernized society, we need to compete to survive. That way we need to get the upper hand by pitching into the market at the faster pace than other companies. This means people who subscribe to the view that selling is one of the two phases of marketing process need revision now.
STP tells us what we need to see the future before the presence. That entails a lots of vision and a lot of guts. No matter who's calling the shots, there must be a standard useful practical formula to apply. STP is the one. Let me just take my company as a golden example.
Our company employs the system which is like no other in this city. But why did we put the system into the school in the first place? It was the segmentation. We firstly figured out how many types of customer did we have here in the city. And roughly we got three : those who wanna pass exams and nothing else / those who wanna pass exams but also care about their practical improvement / those who only care about practical and oral English. Now let's get to the second phase, targeting. Clearly we targeted the later two choices. After that has been done, we now look at the last thing on the panel - positioning. Since we serve high-class clients, we charge a lot, and we need delicate and fashionable decorations and clients-friendly indoor design. In a word, we position ourselves as a high-class expensive oral English training center.
STP would draw in a lot of money and keep the offices hot.
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