Chanrs@ms68.hinet.

net
0955-268997
http://mypaper.pchome.com.tw/chanrs

MTP

/ /

NGH

PR


&
&
&


(Target Marketing)

( )
4P

(Product) (Price)
(Place) (Promotion)

(Relationship Marketing)

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

 ---

..

---

/ / / / /

Who, Where,
What,When,
How


(outsidein)
(inside-out)



Who





/



/


---


/
/

((
))
( )

//

/
/

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32

SWOT

+
( / ) ( / )

Strength

Weakness

Opportunity

Threat

35

36

( )
(DEFENSE)

( )
(OFFENSE)

Strength
Weakness
Opportunity
Threat


1.
2.
3.
4.
5.
6.
7.
8.
9.
10.


1.
2.
3.

)(

BCG

 4P
1P: Product
3P: Place

2P: Price
4P: Promotion

Product

Price

Place

(
)

Promotion

 4P
Product

Price

4F
-Focus:
-Fast:
-First:

Place
-Flexible:

Promotion
4C
-Customer Needs&Wants
-Cost to Customer:
-Convince:
-Customer Satisfaction:

 4Ps

 4P 4C

AIDBA

( Attentio
n

Interes
t

Desire

Belief

 5W2H


A.

1.
2.
3. ( ) -A*N*M

B.

1.
2.
3.
4.
5.
6.
54

 (MBO---Management By
Objectives)
1
2 S.M.A.R.T.
Simplicity---
Measurable---
Ability------
Reasonable---
Timing-------
3
4

 4Ps + 2Cs + 4Os

Price Mix

Product Mix

Object
Objectives
Organization
Operations

Promotion Mix

Costs

Competitors

Place Mix


A+N+M
40
30
20
10


1.
2.
3.
4.
5.
6.


*
*
*
*
*


1. ( )

2. ( )

3. ( )

4. ( )

5. (
)

1.
2.
3.
4.
5.

1900 1991 91
1942 50

Know -how


ACSI

 -12

 .
.

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A

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