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 Comprehensive
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 MMM. 9/1 กก
 Page 1
1. ก $ *'8) กU
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4) ก p ก
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4 4Ps.,4Cs
4 PDs 4 CDs
1. Product Strategies 1. Consumer Need
o 

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 MMM. 9/1 กก
 Page 2
2. Price Strategies 2. Cost of Consumer
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9 PRICE P PRODUCT QUALITY  $ ! 2 $"-
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o Industrial Marketing Channel

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(+ ก ก *
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 Page 3
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 MMM. 9/1 กก
 Page 6
$"$3"ก-*244 n2U5o8 4 """.ก$-( 


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 MMM. 9/1 กก
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1. Who is the Target Market? 4$ ? ก!"*
)(e'"

Ans. = Occupant... Market Target Segmentation


Classify by „...Demographic
Geographic
Psychographic

 
   
 MMM. 9/1 กก
 Page 8
Behavioristics
2. What does the consumer buy ? n. U$2ก *: ?
2 = Product Component ( Core P./ Tangible P. /Augmented P.)
)* Competitive Differentiation
( Product Diff / Service Diff / Personal Diff / Image Diff / Channel Diff / Promotion Diff )
3. Why does the consumer buy ? :" ? , (}
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Decider ($3- ) n.-2  4
Buyer n.P%&
User n.4
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4.Purchase Decision 2  4P%&
5.Post purchase Behavior 'P%&" ( *ก ,)9"
6. When does the consumer buy ?
2: P%&2"ก ,2"/ .ก
7. Where does the consumer buy ?
2 : %กP%&2"!-* ก-
--------------------------------------------------------------------------------------------------------------------------

 
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)F&/ The Leader , Challenger, Follower  ! Nicher
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 MMM. 9/1 กก
 Page 9
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 MMM. 9/1 กก
 Page 10
e. กก! "  (Flank Defense) ก  "
n2U5o8%-ก ก "2F&/
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3.     ก 4 * 9- ' % U."U$ 
ก P%&กก
ก กก (Choosing a General Attack Strategy)
1.   (Frontal Attack) (+ ก "2  )7 $.!)! ! n.n24" ก *  
4  P 2 Gillette P6-(+ n. 2 n n."2)



 
   
 MMM. 9/1 กก
 Page 11
2. ก    (Flank Attack) (+ ก "2  ! $.!)! 252
-! )
' ' % U$ ' % 4ก
A8! 2 (Segmental) ! 9
283-(‹ 22 ! -
2ก ( *'
 
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!   74 '
w   " w ก &  ' 
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96 400 ! 4 ' ‰" ก )* 2,300 ! 4 2 -ก
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ก"# $ % ก  (A Specific Attack Strategy)


1.  $ (Price Discount)
2. ก' $ $4'9.กก! (Cheaper Goods)
3.   $-"%-
 (Prestige Goods)
4.  n2U5o8-'ก'
(Product Differentiation)
5.  n2U5o8-" 2ก "4'"! (Product Innovation)
6. ( (  ก (Improved Services)
7. -"!ก  ' !
4'"! (Distribution Innovation)
8.  2  ก n2 (Manufacturing Cost Reduction)
9. †05" ก! (Intensive Advertising Promotion)
3.ก .1GH(
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( The Follower)
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 MMM. 9/1 กก
 Page 12
1. "$"-
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 MMM. 9/1 กก
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.................................................................................................................................................................
 
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 MMM. 9/1 กก
 Page 16
S2 = Strategy
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 MMM. 9/1 กก
 Page 17
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 MMM. 9/1 กก
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 MMM. 9/1 กก
 Page 19
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 MMM. 9/1 กก
 Page 20
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 MMM. 9/1 กก
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*$ 
a)+$k*K 
$ Kกก
 ij/i
ก
`H0 a/,001dK&
0h  ก `jก
+c%& 
 d `HF&/ (
*&d

1.0
กก `jก

d/*
)F&/+d. H, !+h.+,e&.
/h +$ %&$ %&*ก*
/กKd
*
)*
/, !+ +d. Hb
/ !+d. Ha/ ก 1 +,-
$
. !
/*(
$/
/ก
*
)&.
/h

2.$a+
!$H+
/ !ก .1GHF&/+d. Hb
/+ a 0
ก ก
+,e Follower   Challenger  
Leader  !ก Kd /  Challenger+$ %&+)a  !&!h +,e,00K. !ก .1GH$ Kก(
$+d. Ha/$H


i+,e Leader h)+$ %&+)a

3.$a+
!$H01)Fk/ !01)&&(
KfF&/+d. Ha/$H !+d. Hb
/(
Kf  !,00K.&!h 
,001dK+,erK. 1ก
(
Kf*&*
)+d. H+ %&/h.

4. 1` a)
&1*
$ก +d. H+ %&/h.,001dK+,e&.
/h KL/+d. Ha/$k !+d. Hb
/  0!
bก .1GH&.
/h $&Gad
.^).b PLC  ! BCG Model  !bก .1GH)
, ! *
)+,e
$K0$ Kกก
*&d

5. 1` a)
ก .1GH)
 IMC KL/+d. Ha/$H !+d. Hb
/+,e&.
/h  
+$
! $ %&h   !
i
+,e 1` 1`0!bก .1GH*ก*
/0
ก+d. Ha/$H !+d. Hb
/&.
/h

6.$ 1`a+
!$H
,… 2555  0!+,e Leader  0!+,e Challenger ).+$*1t &!h

-------------------------------------------------------------------------------------------------------------------------------

(
$ Kd+} .0!0ก$&ก KL/K*a! Kd( 30 ก
2553)

 
   
 MMM. 9/1 กก
 Page 46
 
   
 MMM. 9/1 กก
 Page 47

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