Market Segmenting, Targeting, and Positioning
Completion requirements
Let'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.
Discussion Questions and Activities
ACTIVITIES
- Visit http://aclu.org/pizza/images/screen.swfto see a video created by the American Civil Liberties Union in an effort to warn consumers about the information being collected about them. Do you think the video is far-fetched? Or do you think consumers should be alarmed? In your opinion, do the potential benefits of CRM databases exceed the potential downsides - or not?
- Form groups of three students. Think of a product or service that one of you purchased recently on campus. How might you go about developing a customer profile for the product? List the sources you would use.
- Describe a product you like that you believe more people should use. As a marketer, how would you reposition the product to increase its use? Outline your strategy.
- Look at the latest census data and identify at least two areas of the country that are growing. What type of businesses would you recommend enter the growing markets?
- Think of an idea for a new product or service. Who would be the target market(s) and how would you position your offering?