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Chanrs@ms68.hinet.net
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(societalmarketingorientation)


&
&
&


(Target Marketing)
( )

4P
(Product) (Price)
(Place) (Promotion)

(Relationship Marketing)

4P STP
S:Segment
T:Target TA
P:Position

---

..

---

/ / / / /

STP

niche

mass customization
B TO B/B TO B TO C/ C TO C TO B

X
Y

1990

FedEx 10
3 (U.S. postal service)
Intel Pentium Celeron CPU

Toyota Lexus Toyota

1-3

Who, Where,
What,When,
How

/
/

( )
(DEFENSE)

( )
(OFFENSE)

Strength
Weakness
Opportunity
Threat


1.
2.
3.







BCG

4P
1P:Product
3P:Place

2P:Price
4P:Promotion

Product

Price

Place

Promotion

(
)

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