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10 Cards in this Set
- Front
- Back
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what does S T P stand for?
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Segmenting Targeting and Positioning
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Segmenting involves?
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identifying bases for segmenting and developing profiles of segments
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Targeting involves?
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Measure segment attractiveness and select target segment
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Positioning involves?
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developing position for each target segment and developing marketing mix for each target segment
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What is targeting?
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evaluating each market segments attractiveness and selecting one or more segments to enter
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Evaluating market segments invovles?
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consider segment size and growth, segment attractiveness, company objectives and resources
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Selecting the target market invovles?
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3 types of marketing: undifferentiated, differentiated, concentrated
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Positioning
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arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of the consumer
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4 ways of differentiation
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product, service, personnel, image
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Repositioning
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Repositioning is often required due to
changes in the macro and micro environment |
