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.
STP: Segmentation, Targeting, and Positioning Chapter 9. 2 •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:
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