Transcription of STP: Segmentation, Targeting, and Positioning
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STP: Segmentation, Targeting, and Positioning
STP: Segmentation, Targeting, and PositioningChapter 92 Outline the different methods of segmenting a market Describe how firms determine whether a segment is attractive and therefore worth pursuing Articulate the differences among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing Define Positioning and describe how firms do itTod ay3 The big pictureCompanyCompetitionCorporate partnersSegmentTa r g e t i n gPositioningProductPlacePromotionPriceCu stomer acquisitionCustomer retentionPROFITM arketing analysis(understanding your business)Creating valueCapturingvalueCONSUMERS4 STP ProcessImportant for group projects5 Segmentation strategy MUST be consistent with firm s mission/objective firm s current situation (SWOT)Step 1.
•Describe how firms determine whether a segment is attractive and therefore worth pursuing •Articulate the differences among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing •Define positioning and describe how firms do it Today. 3 The big picture Company Competition Corporate partners Segment ...
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