Topic outline
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Philip Kotler, the grand dean of marketing textbooks, has suggested that if marketers can nail their target and position, all other aspects of a marketing campaign will fall into place. Target and position define whom we are trying to reach with our marketing campaign and what message (or position) we will use to connect. The concepts of targeting and positioning are so critical to marketing success that we now dedicate an entire unit to them.
Completing this unit should take you approximately 2 hours.
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Students mustMark as doneLet's consider segmenting, targeting, and positioning (STP), known as the strategic marketing formula that helps marketers identify and segment their audience, target their market, and post their products to cultivate their desired brand position.
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Students mustMark as done
Read this article about audience. Among the most important aspects of a communication campaign is forming a clear picture of the target audience. Before you write a speech you will need to think about the audience's perspective, gather detailed information, and identify how key points in you speech will make an impact. As you read each section, select a product and an audience, then take notes as it applied to the audience and product you select. For example, if you are writing a speech about purchasing Tesla to a group of adults in their 20s you can take notes by answering question such as: Who is the target audience, what is the purpose/goal of my speech?, what probing questions can I ask the audience?, what do we have in common?, and what is the audience analysis/demographics?
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