1

4P and STP analysis in Marketing

IT 1. History of Marketing

1950~601970~801990 1950 (Neil Borden) (Marketing Mix)

1960 (Jerome McCarthy) 4P

1950~60 !

2. 4P 1950~60

4P

(Product) , (Price) , (Promotion), (Place) .

4P , . Promotion 4P 2. 4P 4C

1. Customer Value ( Product)2. Customer Cost ( Price)3. Customer Convenience ( Place)4. Customer Communication ( Promotion)

Personnel( )Process( )Physical Evidence( : , ) 3PAwareness()Acceptance()Affordability()Accessibility()Jagdish Sheth 4A 3. Market 2.0 1970 1980

4P

3. Market 2.0 : STP StrategySTP

(Segmentation)

.

, , (Brand Loyalty) .

63. Market 2.0 : STP Strategy (Targeting)

.

, .

(Positioning)

, 4. 1990 Marketing .

4. 1990 Marketing

, ,

(Neuromarketing)

(neuron)

(Nudge Marketing)

. .5. : Samsung ElectronicsInspire the world, Create the future( , (Industry), (Partner), (Employee) , .)VisionMission .

5. : Samsung ElectronicsBusiness1. SENS: 1 2. : , , , 3. : TV TVLCD TVTVLED TVIPTV 1 5 4. YEPP: mp3 1(42%, 2009 )5. Mobile: 2007 Motorola 2(1 )6. : 2008,2009 17. : 1993 1 Strategy1. : & 2. : , 3. : . , 5. : Galaxy SSTP

A: 10 ,

B: 20 IT . A .

C: 30 B A .20 , .

D: 40 IT . DMB .5. : Galaxy SSTP (Targeting)

1: B(20 )2: D(40 ) 3: C(30 ) (Positioning)High( )AppleRIM(Black Berry)HTCSamsungLGMotorolaNokiaLowHighLow 5. : Galaxy S4P ProductPrice

80~100PlacePromotion

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