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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