소개글
[컨벤션 마케팅] 컨벤션 시장 세분화, 목표시장과 포지셔닝에 대한 자료입니다.
목차
1.Market Segmentation and Targeting
2.Positioning Strategy
3.Thinking Questions
본문내용
It is necessary for a company to work out a market segmentation strategy, which is called STP(Segmenting-Targeting-Positioning)
Effect of market segmentation
Securing competitive advantage
Discovering marketing opportunities
- Discovering niche market
- Finding out potential customers' desire
Deregulating price competition through differentiation
Association Meeting
Trade Association
Professional Association
Scientific and Technical Association
Educational Association
Veterans and Military Association
Fraternal Association
Charitable Association
Political Association and Labor Unions
4. Positioning by Product User
Relating product to user or user class.
For example : Using specific model to positioning its products, especially cosmetic company.
5. Positioning by Product Class
A strategy to make people remind or stop people reminding the product for a similar product class