USING PRODUCT FUNCTION MATRIX FOR MARKETING STRATEGY IN BANKNOTE ACCEPTOR INDUSTRY

• Main Authors: Sun Pon-Wen, 孫朋文
• Other Authors: Shunder Chang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/37925948070517758861

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 96 === Banknote acceptor industry is studied in this marketing strategy research. Base on STP theories, product function matrix (PFM) is used to analysis the relation between markets and products. After understanding the requirement of different segments, PFM is used to find out a better arrangement for products’ functions for marketing strategy to make better performance of the limitation resource. Its steps are : Step 1: Understanding the requirements of the segments and their suitable products’ functions. Step 2: To sort the products’ functions by similarity, and to make a PFM according to the segments and products’ functions. Step 3: According to PFM a new product can be deduced for a new segment.