第四章 STP模型：本单元介绍市场营销中的STP理论。STP为segmentation, targeting, positioning的缩写，即市场细分（S），目标市场选择(T), 和市场定位（P）。本单元一共包括5节微课。第1节是对STP理论的整体介绍，第2节介绍市场细分，第3节介绍目标市场选择，第4节介绍市场定位，最后一节对整个单元的内容进行总结，并结合Swatch手表的例子解释STP理论的实际应用。该单元每一节微课都配合案例实际，对STP理论的知识点进行阐述与分析，能够使学习者更好地理解该理论的内容、特点、作用及应用等知识。4.1STP模型介绍:STP模型介绍[单选题]2. Which statement is NOT true about the benefits of the S-T-P process?选项:[The S-T-P process guides a company to divide its customers into small groups., The S-T-P process helps a company match its products with its customers., The S-T-P process helps marketers arrange the importance of different offers from a company., The S-T-P process guides marketers to develop and deliver personalized and relevant messages to different audiences.]
4.2市场细分:市场细分的定义和举例
4.3目标市场选择:目标市场选择的定义和举例
4.4市场定位:市场定位的定义和举例
4.5STP模型的应用:STP模型的应用
[单选题]6. _______ is the second step in the S-T-P process.选项:[Advertising, Positioning, Targeting, Segmentation]
[单选题]5. With _______, marketers may have a greater understanding of the marketplace as they gain knowledge of differing consumer needs within the same market.选项:[market segmentation, market selection, product positioning, market targeting]
[单选题]1. Which of the following is NOT the goal of the S-T-P process?选项:[To evaluate how effective an organization’s marketing mix is., To enable the organization to make important marketing decisions concerning where they should compete., To guide the organization to the implementation of an appropriate marketing mix., To help the organization develop an appropriate marketing mix.]
[单选题]8. Positioning is about how a company wants its product to be _______ by the target market against main competitors.选项:[thought of, assessed, bought, selected]
[单选题]7. In order to select target markets, a company needs to _______.选项:[focus the company’s marketing offers on related consumers, develop appropriate marketing strategy and goals, assess the attractiveness of different segments, enter the most profitable market segment]
[单选题]9. The goal of positioning is to create a clear and positive image about _______.选项:[where consumers can get a product, what a product is about, when a product will reach the market, how a product competes against competitors]
[单选题]3. Which of the following approach belongs to market segmentation?选项:[Psychological approach., Behavioral approach., Linguistic approach., Physical approach.]
[单选题]10. If a company positions a product by use or application, the company would _______ in its marketing activities.选项:[focus on the products best features, indicate that the product would contribute to the user’s social identity, highlight how the product is used to show that it is the best solution for the task, emphasize that the product represents significant value]
[单选题]4. A company usually divides a market into small groups of consumers based on _______.选项:[the requirement of consumers, shared characteristics, the need of the company, how valuable the market is]
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