Principles of Marketing市场营销STP and CRM NEW.pdf

12/10/2012 1 Segmentation, Targeting and Positioning Customer Relationship Management BEM2013 Principles of Marketing Deirdre Makepeace 2 Session Objectives • Explain segmentation, targeting and positioning in the marketing management context • Know the different dimensions marketers use to segment markets • Show how marketers evaluate and select potential market segments • Explain how marketers develop a targeting strategy • Understand how a firm develops and implements a positioning strategy • Explain how marketers increase long-term success and profits by practicing customer relationship management 1 12/10/2012 3 Focused marketing Broad corporate strategies – Strategic long term strategies e.g. segmentation, plans market targeting, development positioning 4 Steps in developing a marketing strategy 2