Market segmentation and positioning

Market segmentation and positioning

1. The STP Process

   • segmentation
   • targeting
   • positioning

2. The concept of market segmentation

   • difference differentiation and segmentation
   • The process
     • breakdown method
     • build up method
     • priori/post hoc
     • market segmentation in consumer markets
       • Consumer Criteria
         • Profile criteria
           • demographic
           • socioeconomic
           • geographic
         • Psychological
           • Lifestyle
           • personality
           • perceptions
           • Attitudes
           • Motives
           • benefits sought
         • Behavioural
           • Purchrase/Transaction
           • Consumption / usage
           • Media usage
           • Technology usage
       • Segmentation in business markets
         • organizational criteria
           • Firmographic
             • Size
             • Age
             • Industry
             • Type/Role
           • geographic
             • Local
             • Economic
             • Multinational
             • Global
           • Economic
             • Revenue
             • Profit
             • Budget
         • Customer caracteristics
           • DMU
           • Choice criteria
           • Purchrase situation

3. Target markets

   • Wich segment should be targeted
   • prerequisites
     • Distinct
     • Accessibility
     • Measurable
     • Profitable
   • Targeting aproachs
     • undifferentaited approach
     • differentiated approach
     • concentraded marketing strategy
     • customized strategy

4. Limitations

   • groups are rather measured than individuals
   • insufficiently linked to competitive advantage
   • capability
   • infrastructural barriers in B2B

5. Positioning

   • perceptual mapping
   • positioning and repositioning