Market Segmenting, Targeting, and Positioning

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.

How Markets Are Segmented

REVIEW QUESTIONS

  1. What buyer characteristics do companies look at when they segment markets?
  2. Why do firms often use more than one segmentation base?
  3. What two types of information do market researchers gather to develop consumer insight?