Segmenting-targeting-positioning: Difference between revisions

Revision as of 17:44, 18 November 2019

Revision as of 17:44, 18 November 2019

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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 TourismjTourism, 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.

* 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" />