2 pages48 viewsSummer 2018
DepartmentBusiness - Marketing - MKC
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Segmenting, Targeting, and Positioning (STP) Approach
• To better match heterogeneous customer needs, firms focus their
efforts on small “homogenous” customer groups
Segmenting: Dividing market into groups of similar customers (slice the
pie into pieces)
Targeting: Selecting best customer group to sell to (picking the slice to
Positioning: Improve your relative advantage in the minds of your
targeted customers (also addresses Marketing Principle 3 by building
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