BUS203: Principles of Marketing
Unit 2: Segmenting, Targeting, and Positioning
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.
So let's now consider the concept of segmenting, targeting, and
positioning (STP), known as the strategic marketing formula that helps
marketers identify and segment their audience, target their market, and
posture their products to cultivate their desired brand position.
Completing this unit should take you approximately 9 hours.
Read this chapter, which discusses the difference between mass marketing and targeted marketing and explains why many companies engage in targeted marketing today. Strategies for segmenting a market, targeting selected customer groups, and positioning offerings are also discussed.
Read the section titled "The Segmented Market".
Read the sections titled "Approaching the Market," "The Undifferentiated Market (Market Aggregation)," and "Product Differentiation" on pages 31 through 34.
Read the material on positioning (pages 47, 165-166, and 183).
Read this article about audience. Among the most important aspects of a communication campaign is forming a clear picture of the target audience.
After reviewing the unit materials, please click on the link above and post and explore the discussion forum. Feel free to start your own post and respond to other students' posts as well.
Marketing expert Philip Kotler says once the target and position are identified, all other aspects of a marketing campaign fall into place. What do you think he means by that? Pick a marketing campaign that has caught your attention. Who are the marketers targeting? What is their position? Think of a product, service, or issue where you might launch a marketing campaign. Who will you target? What will your position be?