Stp
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The document discusses STP marketing concepts: segmentation, targeting, and positioning. It covers segmenting consumer and business markets using demographic, geographic, psychographic, and behavioral variables. Targeting involves evaluating segment attractiveness and selecting target segments. Positioning strategies include attribute, benefit, use/application, competitor, product category, quality/price, and country of origin positioning. The document provides examples of each STP concept.
Stp
- 1. STP Marketing Assistant Professor Kitti Siripullop
- 2. S = Segmentation ( T = Targeting / P = Positioning 2
- 3. Continuum of Market Segmentation Size Mass Market ( Segmentation / Niche P/One-to-One 3
- 5. Consumer Market Segmentation Variables ( Demographic Segmentation ( Geographic Segmentation Psychographics Segmentation Benefits-Sought Segmentation ( Behavior or Usage Segmentation ( 5
- 12. Business Market / / 12
- 13. Targeting 13
- 14. Targeting 2.4 14
- 15. Product Positioning : 15