International Marketing:STP Pyongtaek UniversityJung Bok Ha

STP

STP

, , . , ,

1 (GNP) MSI(Marketing Science Institute) Model

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

(by Rostow) , , , , (, , ) , .

Ernest Dichater 6 (almost classless societies in contented countries) , , , (affluent countries), , , , (countries in transition), , , , , (revolutionary countries), , , , , (primitive countries), (new-class societies) , , ,

Dichter -> -> . . .

MSI Model

, , , ( ), , . . . . (: , )

, , 18 , , , 95% . (Piirto 1991) . 7,500 .

, , . , , , , , , , , , ,

Fedex , , friskies dry cat food

.

Targeting

Selecting Market Segments

Target Market SelectionSingle-SegmentConcentrationSelective SpecializationMarketSpecializationProduct SpecializationFull CoverageP1P2P3M1M2M3

Product PositioningDefined by consumers on important attributesPlace product occupies in mind relative to competing productsInformation overloadSimplify evaluationPosition happens - planned or not

Positioning StrategiesProduct attributesBenefits offeredUsage occasionsClasses of usersDirectly against or away from competitorDifferent product class

Choosing and ImplementingCommunicate anddeliver chosen positionSelect the rightcompetitive advantageIdentify possiblecompetitive advantage

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

Selecting Competitive AdvantageHow many differences to promote?Over-positioning, under-positioning, confused positioningWhich differences to promote?Important, distinctive, superior, communicable, pre-emptive, affordable, profitable

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