segmentation targeting and positioning stp
Download
Skip this Video
Download Presentation
SEGMENTATION, TARGETING, AND POSITIONING (STP)

Loading in 2 Seconds...

play fullscreen
1 / 10

SEGMENTATION, TARGETING, AND POSITIONING STP - PowerPoint PPT Presentation


  • 241 Views
  • Uploaded on

SEGMENTATION, TARGETING, AND POSITIONING (STP). Mass Marketing versus Target Marketing. Mass Marketing: Views the market as a single market. Target Marketing: Recognizes and acts on differences within a market: Optimum set of 4Ps is (likely) different for different segments.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'SEGMENTATION, TARGETING, AND POSITIONING STP' - kirk


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
mass marketing versus target marketing
Mass Marketing versusTarget Marketing
  • Mass Marketing: Views the market as a single market.
  • Target Marketing: Recognizes and acts on differences within a market:
    • Optimum set of 4Ps is (likely) different for different segments
target marketing
Target Marketing
  • 1. Segmentation
    • Carving up the market
    • Develop profile
  • 2. Targeting
    • Choosing targets
  • 3. Positioning
    • Crafting the 4Ps for target(s)
1 market segmentation
1. MARKET SEGMENTATION
  • Dividing the market into distinct groups of buyers who might call for separate 4Ps
  • Extent of segmentation varies, from treating each individual as a segment (micro-marketing) to recognizing only a few (2 or more) segments
  • There are many ways to segment a market
bases for segmentation
Bases For Segmentation
  • Limited by imagination
  • Standard Bases
    • Geographic
    • Demographic
    • Psychographic
    • Behavioral
  • Multivariable Segmentation
segment representation
Segment Representation
  • Tables
  • Venn Diagrams
  • Trees
2 targeting
2. TARGETING
  • 1. Evaluate Market Segments
    • Size and growth
    • Structural Attractiveness
      • competition
      • buyer/supplier power
      • substitutes
      • Other
    • Company fit (objectives & Resources)
  • 2. Choose Targets
market coverage
Market Coverage
  • Undifferentiated Marketing
    • 1 basic set of 4Ps
  • Differentiated Marketing
    • Different set of 4Ps for 2 or more segments
    • At extremes..MICROMARKETING>INDIV. MARKETING
  • Concentrated Marketing
    • Concentrate on ONE segment
3 positioning
3. POSITIONING
  • PRODUCT POSITION: The place the product occupies in consumers’ minds.
    • Function of perceptions, impressions and feelings
  • POSITIONING:
    • Attempting to influence how people see a product/service (products WILL occupy a position in a customer’s mind)
3 positioning continued
3. POSITIONING (Continued)
  • Develop 4Ps for each of the selected target segments given what customers value, what you can do, and what the competition can (does) do.
    • Want to develop a sustainable competitive advantage with regard to some segment(s)
ad