STP 战略 STP Strategy UNIT 4. Contents Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4

STP 战略

STP Strategy

UNIT 4UNIT 4

Contents

Section I Special Terms1

Section II Text Study2

Section III Situational Dialogues3

Section IV Tasks4

Segmentation

Segmentation is essentially the identification of subsets of

buyers within a market who share similar needs and who

demonstrate similar buyer behavior.

市场细分

市场细分就是以消费需求的某些特征或变量为依据，将整体市场区分为具有不同需求的消费者群体的过程。经过市场细分，在同类产品市场上，就某一细分市场而言，消费者需求具有较多的共同性，而不同细分市场之间的需求具有较多的差异性。

Section I Special Terms

Target

After the market has been separated into its segments, the

marketer will select a segment or series of segments and

“target” it / them. Resources and effort will be targeted at the

segment.

目标市场选择

目标市场选择是指企业在细分市场的基础上，根据一定的要求和标准，选择其中某个或某几个细分市场作为可行的经营目标的决策过程。


Positioning

Positioning refers to the techniques used in marketing that is

intended to identify the customer’s perceptions of the place a

product or brand occupies in a market segment.

市场定位

市场定位就是用以确定顾客心目中的某一产品或品牌在细分市场中所占位置的一些手段。


Section II Text Study

Pre-reading questions

1. What is STP strategy?

2. Why do companies conduct STP strategy?

3. How do companies conduct STP strategy?

Segmentation, targeting and positioning together make a three-stage

process. To get a product or service to the right person or company, a marketer

should firstly segment the market, then target a single segment or series of

segments, and finally position within the segment (s).

Segmentation involves finding out what kinds of consumers with different

needs exist. In the US auto market, for example, some consumers demand

speed and performance, while others are much more concerned about

roominess and safety. In general, it holds true that “You can’t be all things to

all people”, and experience has demonstrated that firms that specialize in

meeting the needs of one group of consumers over another tend to be more

profitable.

Segmentation, Targeting and Positioning


Text A

In general, there are three approaches to targeting:

1. In the undifferentiated strategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. Usually, this is the case only for commodities.

2. In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. For example, some airlines target price sensitive consumers who will have meals prior to boarding and assigned seating for low prices.

3. In contrast, most airlines follow the differentiated strategy: They offer high priced tickets to those who cannot tell in advance when they need to fly. These travelers—usually business travelers—pay high fares but can only fill the planes up partially. The same airlines then sell some of the remaining seats to more price sensitive customers who can buy two weeks in advance.


After segmenting a market and then targeting a segment, you would

proceed to position a product within that market.

Look at the series of TOYOTA cars— LEXUS, CROWN, CAMRY,

COROLLA, VIOS, PRADO and PREVIA. Who are the target customers of

these car models? It can be concluded that products tend to bunch in various

price sectors. The positioning of each car model differs. However, remember

that it is all down to the perception of the individual.



New Words and Expressions

undifferentiated strategy

无差异市场营销策略

concentrated strategy

segment

v. 分割

roominess

n. 宽敞，宽大

demonstrate

vt. 证实

specialize

vi. 专门从事

密集型市场策略

differentiated strategy

差异性市场策略填补，装满

down to

……的责任

fill up


COROLLA

花冠

VIOS

bunch

v. (使 ) 聚成堆(群 )

LEXUS

雷克萨斯

CROWN

皇冠

CAMRY

凯美瑞

威驰

PRADO

普拉多

TOYOTA

丰田

commodity

n. (大宗 ) 商品

partially

adv. 部分地

Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text.

[ ]

[

[

]

]T

F

F

[ ]

[ ]T


F

1. Segmentation is to separate consumers into different groups.

2. Marketers conduct STP strategy at the same time.

3. In the US auto market, more drivers prefer speed and performance, not roominess and safety.

4. All consumers are regarded as one group with the same characteristics in the concentrated strategy.

5. Most airlines follow the differentiated strategy.

Exercise 2 Match the words in the table below with their correct Chinese equivalents.


1. safety

2. demonstrate

3. sensitive

4. fare

5. profitable

6. in advance

7. commodity

8. partially

A. 提前

B. 敏感的

C. (大宗 ) 商品

D. 部分地

E. 安全

F. 证实

G. 有利可图的

H. 费用

Exercise 3

Fill in the blanks with the appropriate form of the words in brackets.


What market will attract the marketers’ interest? To be

(success),

the chosen segment must be identifiable (可辩认的 ) and

(measure),

(profit) and economically accessible to the marketing efforts

(design) for it. Marketers focus their efforts on target markets, or

groups of customers with similar needs, rather than on the entire market.

successful

measurable

profitable

designed

In the United States, about 10% of people are accustomed

to ( 习惯于 ) using their left hands. For example, former US

president Bill Clinton is left-handed ( 左撇子 ). However, many

tools are more suitable for right-handed people. They are

inconvenient ( 不方便 ) for left-handed people.


Left-handed Tools

After market research, one company found that:

1) Left-handed people always complain ( 抱怨 ) that it is difficult for them to

buy tools in shops.

2) The demand of left-handed people is ignored.

This company believed that the market size of left-handed people was very

big. They designed some products for left-handed people and put them into the

market. These products were widely welcome.

Text B

Decide whether the statements are true (T) or false (F) according to the above text.

[ ]

[

[

]

]F

F

T

Exercise 4


1. The number of left-handed people is more than the number of right-handed people.

2. Left-handed people can easily buy tools suitable for them.

3. The company succeeded in selling the tools to left-handed people.

Section III Situational Dialogues

To Develop a New Market

Alice is a vocational school student. She is talking with her

teacher, Anna.

Alice: Good morning, Anna. Could you please tell me what elements a

company needs to study when it plans to develop a new market?

Anna: Generally there are three elements, the size of the market, the

company itself and its competitors.

Alice: The size of the market? What does that mean?

Anna: The market is of a certain size (相当规模 ) and it is expected to

grow. The demand of consumers has not been satisfied sufficiently

(充分地 ).

Dialogue 1


Alice: Will all companies develop this market if they get the information

about its size?

Anna: No. It depends on the capability of the companies and whether

they are interested in the new market.

Alice: Do they have to consider the competition?

Anna: Of course they do. If the competition is very fierce (激烈的 ), they

might give it up.

Alice: I see. A company will evaluate each segment based upon its

profitability (收益性 ).

Anna: You’re so smart.


The Developing Strategy of Bicycles for European Teenagers

Betty: Good morning, everyone. Looking back (回顾 ) on the sales of our

bicycles in the European market last year, we find some problems.

Executive 1: We still have strong sales in the East European markets, like

Russia and Ukraine (乌克兰 ).

Betty, the marketing manager of a bicycle

producing company, is holding a meeting in the

company. The theme of the meeting is the

situation in the European bicycle market.

Dialogue 2


Executive 2: But in the West European markets, like Britain, France and Italy

(意大利 ), sales are not so satisfactory (满意的 ). And the same is true in

North European markets, like Norway (挪威 ) and Sweden (瑞典 ).

Betty: Then we have to adjust (调整 ) our marketing strategy. It is

inappropriate to carry out the same strategy for the whole European market.

The situation in each country varies.

Executive 1: As we know, many East European countries also produce

bicycles. They only import high quality bicycles.

Betty: But that is our strength (优势 )—producing high quality products.

Executive 2: According to the research data, adults’ demand for bicycles in

most West European countries is dropping (下滑 ). On the other hand,

children’s demand is growing.


Betty: We must keep an eye (留意 ) on this trend. Our product line

mainly targets on adults’ bicycles.

Executive 1: Cycling is both a sport and entertainment for children.

Many families drive to other places for sightseeing (观光 ). They like to

put their bicycles in the back of their cars.

Betty: Yes, foldaway (折叠的 ) bicycles are very convenient when you

go traveling.

Executive 2: I suggest we develop more styles of foldaway products at

a reasonable price, targeting the children’s market.

Betty: I agree.

Answer the following questions according to the dialogues.

Exercise 5


They are student and teacher of a vocational School.

There are three elements, the size of the market, the company itself and its competitors.

2. What will companies take into account when they want to develop new markets?

1. Who a re Alice and Anna?

Answer the following questions according to the dialogues.

5. What products will be sold in the West European market?

Exercise 5


More new styles of foldaway bicycle, targeting the children’s market.

No. They have strong sales in East European market, but in the other European markets sales are not so satisfactory.

3. What is the theme of the meeting?

To study the situation in the European bicycle market.

4. Was Betty satisfied with the sales in the European market last year?

Exercise 6 Group discussionSection III Situational Dialogues

Invite some of your classmates to join with you. Discuss the different situations of the European countries. Then make a presentation to the rest of the class. List all the characteristics of bicycles from the different market segments in Europe.

Characteristics Price Your advice

East European Market

West European Market

North European market

The adults’ demand for bicycles in most West European countries is Dropping. Children’s demand is Growing. Cycling is both a sport and entertainment for children.

They only import highquality bicycles.

expensive

reasonable

Export highQuality products to the market.Design moreFoldaway bicyclesto fit for children atDifferent ages.

(open) (open) (open)

Marketing SkillsHow to position your product?

如何进行市场定位？

市场定位显示出企业的某种产品与其他企业同类产品或企业之间的竞争关系。定位方式不同，竞争程度也会不一样。企业对产品进行定位，一方面要了解竞争者同类产品的特征和价格，另一方面还要知道消费者对本产品的认知和偏爱程度，以此来确定本企业产品的特色，从而塑造出该产品在消费者心目中的形象。 For example, in the automobile market, Toyota Vios ( 丰田威驰 ) and

Honda City ( 本田思迪 ) focus on economy, Mercedes ( 梅赛德斯 ) and

Jugar

( 美洲豹 ) on luxury, BMW and Porsche ( 保时捷 ) on performance, and

Volvo

( 沃尔沃 ) positions on safety.


Section IV Tasks

Fill in the blanks with the proper words given below.

Exercise 7

service sales team channel image product

如何才能占领市场？你需要具备下列竞争优势 :

1) 生产高质量的产品 Produce high quality

2) 提供专业的服务 Supply professional

3) 拥有一支训练有素的销售队伍 Have a well-trained

4) 建立起有效的分销渠道 Set up an effective

5) 树立良好的公众形象 Build up a good public

product

service

sales team

channel

image

Section IV Tasks

Exercise 8 Complete the following dialogue.

A: Hi, Boss, I suggest our factory should make large size clothes for fat people.

B: Sounds good! Let me know your reasons.

A: Fat people are everywhere. (根据统计显示 ), more

and more people are putting on weight.

B: What is the main problem for fat people?

A: Fat people always complain that they

(很难买到合身的衣服 ).

feel difficult to buy suitable clothes

According to the statistics

Section IV Tasks

B: It is easy to make large size clothes for fat people. But do you have any

suggestion on how to sell the clothes?

A: We can open some shops mainly targeting fat people in commercial areas

like Nanjing Road in Shanghai or Beijing Road in Guangzhou. We can also

(在超市开设专柜 ).

B: Can you please interview some fat people? It is important to listen to them.

A: I will (安排调查 ).arrange the interview

set up counters in supermarkets

Section IV Tasks

Exercise 9

What goods will you sell to fat people?

1. Clothes. It is not easy for fat people to buy a suitable size of clothes

in many clothes shops.

2. Sporting products. No one wants to be a fat guy. So they will do

more exercise to lose weight.

I want to sell the following goods to fat people:

3.

4.

Weightloss tea. Many fat people like to drink weightloss tea. The

target customers also include some ladies who are not fat, but are

afraid of becoming fat.

Open a fat people club. A membership card will be offered to fat

people. They can easily find the same interests in the club.

Section IV Tasks

Section IV Tasks

STP战略

现代市场营销理论把市场细分、目标市场和市场定位合称为营销战略的核心。

企业在对市场进行细分的基础上，确定合适的目标市场，然后进行市场定位，这是

企业进行营销活动的一般战略原则。对中小企业来讲，除了遵循这一原则外，还应

积极探索自身的发展规律，根据自身条件制订相应的发展战略。

营销人员的任务是为企业寻找新的市场机会，并谨慎地将其运用到市场细分、

选择及定位工作中去，从而确定业务方向；营销人员还应该充实 4P（产品、价

格、渠道和促销）战略，以确保它们之间一致并与 STP 战略保持一致。

Documents

STP 战略 STP Strategy UNIT 4. Contents Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4