Segmenting-targeting-positioning: Difference between revisions

Revision as of 17:57, 3 February 2019

Revision as of 00:35, 5 June 2019

Line 1:

{{duplication}}

In [[marketing]], '''segmenting, -targeting and -positioning''' ('''STP''') is a broad framework that summarizes and simplifies the process of [[market segmentation]].<ref>Moutinho, L., "Segmentation, Targeting, Positioning and Strategic Marketing," Chapter 5 in Strategic Management in Tourism, Moutinho, L. (ed), CAB International, 2000, pp. 121–166</ref> Market segmentation is a process, in which groups of buyers within a market are divided and profiled according to a range of variables, which determine the market characteristics and tendencies.<ref name=":0">{{Cite book|title = Market segmentation in hospitality research: no longer a sequential process|last = Bowen|first = John|publisher =|year = 1998|isbn =|___location =|pages =}}</ref> The processes of segmentation, targeting and positioning are parts of a chronological order for market segmentation.

* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles.

*The processes of segmentation, targeting, and positioning are parts of a chronological order for market segmentation. Segmentation comprises development of profiles and identification, selection, and application of bases to be used in that segmentation as well as identifying the market to be segmented.Targeting is the process of identifying the most attractive segments from the segmentation stage, (usually the ones most profitable for the business).<ref name=":0" /> Positioning, the more business-orientated stage, is the final process, and is where the business must assess its competitive advantage and position itself in the consumer's minds to be ''the'' more attractive ''option'' in these categories.<ref name=":0" />

* Positioning is the final process, and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be ''the'' more attractive ''option'' in these categories.<ref name=":0" />

== The process-data model ==