S T P

S T P

1. Segmentation

   • Identify different parts of the market
   • Geographic
   • Demographic
   • Income
   • Behavioural seg.
   • Benefits
     • Focuses resources
     • Grow up
     • Marketing mix effective

2. Create Value

3. Customers To Serve

   • which
   • how
     • Product Diferentiation

4. Targeting

   • customers who sharing common needs and wants that a bussines decides to target
     • Strategies
       • Mass (undifferentiate)
         • ignoring segments, products focus on what customers need and want
       • Segmented (differentiated)
         • Products are designed and targeted at each segment
       • Concentrated (niche)
         • focus narrowly on smaller segments

5. Marketing positioning

   • how customers perceive the product
   • How to compete in those segments
   • Is defined by costumers
   • Could be by
     • price
     • quality
     • Volume
     • luxury
     • light
     • hi-tech
     • etc.
   • Strategies
     • offer more for less
     • offer more for more
     • offer more for equal
     • offer less for much more

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