課堂的筆記

【市場定位】

也稱作「營銷定位」，是市場行銷工作者用以在目標市場（此處目標市場指該市場上的客戶和潛在客戶）的心目中塑造產品、品牌或組織的形象或個性（identity）的營銷技術。是在目標市場裡某產品在「競爭性比較中相對所處的位置」，這種「定位」是目標市場在心目中所感知到的。

【Market positioning】

Market positioning also simplified as Positioning, is a marketing strategy that aims to make a brand occupy a distinct position with relation to competitors. In positioning, an image that appeals to the target audience that is easily identified with the product is created. This is image is created through the use of promotion, price, place and product.

【市場區隔】

指將個人或機構客戶按照一個或幾個特點分類，使每類具有相似的產品服務需求。一個真正的市場劃分滿足以下所有標準：各個劃分不同（不同劃分有不同需求），同一個劃分內部相同（具有相同需求），對市場刺激做出相似回應且對市場干預有反應。當具有相同產品服務需求的消費者被分成不同組支付不同價格時也使用這個詞。

[Market Segmentation]

It refers to the marketing strategy of which a target market is classified in accordance with one or more characteristics and then divided into groups, of which a strategy is designed and implemented to target them. Each group has or is perceived to have, common needs, interests, priorities and respond to market incentives and interventions with similar reactions. This marketing strategy also describes the aspect of consumers wanting the same product or service is divided into different groups, only to pay different prices based on their attributes.

【SWOT】

是一種企業競爭態勢分析方法，是市場行銷的基礎分析方法之一，通過評價企業的優勢（Strengths）、劣勢（Weaknesses）、競爭市場上的機會（Opportunities）和威脅（Threats），用以在制定企業的發展戰略前對企業進行深入全面的分析以及競爭優勢的定位。

【SWOT】

A SWOT analysis is a basic marketing method used to evaluate the strengths, weaknesses, opportunities and threats involved in a project or other form of business venture. A SWOT analysis can be carried out for a product, place, industry or person.