Micro_Anallysis_STP_

Micro_Anallysis_STP_ - Marketing Opportunities - Micro...

Info iconThis preview shows pages 1–11. Sign up to view the full content.

View Full Document Right Arrow Icon
Marketing Opportunities -- Micro Analysis (STP)
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Outline What is STP and Why Global STP? The Essentials of Global STP Global STP Strategies
Background image of page 2
What Is STP? The typical way of analyzing global customers is similar to the so-called S-T-P framework: Segmentation – the splitting up of the total market into segments of more homogeneous subgroups. Targeting – the selection of which one(s) of these subgroups the company should market its product to. Positioning – exactly how the company should present the product to the target market(s) so its perception is most advantageous relative to competition.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Why STP? STP is essential to understand the customers because customers are heterogeneous STP raises business/marketing efficiency!
Background image of page 4
Global STP -- How much is too much? “Men wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success.” —Ernest Shakleton, Arctic Explorer Ad in London Newspapers, 1900
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Thus global marketing can easily lead to mis-positioned products and inappropriate promotional appeals. local resistance and animosity, not good considering anti-globalization and anti-Americanism sentiments. STP -- How Little Is Too Little?
Background image of page 6
STP -- How Little Is Too Little? The typical context for globalized marketing is not the usual “close to customer” mindset . Rather, the point is usually to coordinate marketing activities across a wide variety of markets where the firm does business. A top-down approach easily leads to insensitivity towards local customers and local requirements, and conflicts with local subsidiaries.
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Selling orientation – sell what we make, the product line is given. Standardization of products as much as possible. Coordination via new reporting lines to make sure everyone is on board. Centralizatio n of the marketing effort to make sure all speak the same language. STP -- How Little Is Too Little?
Background image of page 8
Balance is the Key! Adaptation Standardization The Scope of Marketing Multidomestic Global
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Why Global STP? The Essentials of Global STP
Background image of page 10
Image of page 11
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/14/2012 for the course MKT 4443 taught by Professor Robertmcclaren during the Fall '10 term at LSU.

Page1 / 29

Micro_Anallysis_STP_ - Marketing Opportunities - Micro...

This preview shows document pages 1 - 11. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online