1.STP架構
(1)Market Segmentation
辨認區隔市場的變數，並建立每一區隔的profile
(2)Target Marketing
建立衡量區隔吸引度的變數，並選擇區隔
(3)Market Positioning
為Target建立定位，並為每個Target設定marketing mix

2.四大主要變數
(1)Geographic
(2)Demographic
最好量測
(3)Psychographic
社會地位、生活型態、個性
(4)Behavioral
a.by Occastion:假日促銷/ 限定產品
b.benefits sought
c.user status:nonusers, ex-users, potential users, first-time users, regular users
d.usage rate: light, medium, heavy
e.loyalty status: brands, stores, companies
(5)多重區隔
通常無法用單一區隔來拆解市場，可用x-y或表格定位

3.選擇區隔變數的考量因素
(1)產品特性
(2)使用者特性
(3)行銷目的
(4)變數本身特性(區別性、穩定度)
(5)通常而言，區隔要符合
a.Measurable
b.Accessible
c.Substantial
d.Differentiable
e.Actionable

4.選擇Target的衡量標準
(1)Segment Size and Growth
current sales, growth rates, expected profitable
(2)Segment Structural Attractiveness
competition, existence of substitute, power of buyers & suppliers
(3)Company objectives and Resources
examine company skills & resources needed to succeed in that segmet
Offer superior value & gain advantages over competitors 

5.針對TA的行銷策略
1.Undifferentiate (mass) marketing
based on segmentation commons, yet seldom deployed
2.Differentiated (segmented) marketing
target several segments and designs separate offers for each
e.g. Coca-Cola, P&G, Toyota
3.Concentrated (niche) marketing
targets one or a couple small segments
4.Micromarketing
tailoring products and marketing programs to suit the tastes of specific individuals and locations

6.挑選策略的衡量標準
1.Company resources
2.Products Variability
3.PLM
4.Market Variability
5.Competitors marketing strategies 

7.定位標準
The way the product is defined by consumers on important attributes, or as the place the product occupies in consumers minds relative to competing products

Identify a set of possible competitve advantages on which to build a position. Choose the right competitve advantages, and select an overall positioning strategy

8.比較優勢的基礎
(1)Products
(2)Services
(3)Image
(4)People 

When choosing the right competitve advantages, know that not all brand differences are meaningful and worthwile, nor do all differences make a good differentiator. The best compeititve advantages are those that meet SEVEN key criteria
(1)Important
(2)Distinctive
(3)Superior
(4)Communicable
(5)Preemptive (defensive)
(6)Affordable
(7)Profitable

9.定位主張
To (target segment & need), our (brand) is a (concept) that (point-of-difference) 

參考資料
NTU BICD 103-1 Marketing class material