Chapter Four Outline - Chapter 4 Understanding the...

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Chapter 4 Understanding the Marketing Environment: Segmentation, Targeting, and Positioning
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STP Marketing STP marketing is the process of S egmenting, T argeting, and P ositioning. Marketers pursue this set of activities to formulate marketing strategies for their brands. STP marketing also provides a strong foundation for the development of advertising campaigns. While no single approach can guarantee success in marketing and advertising, STP marketing should be considered when customers in a category have heterogeneous wants and needs.
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STP Marketing, Continued Exhibit 4.1 STP Marketing
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STP Marketing, Continued Exhibit 4.2 Something for Everyone from Estée Lauder
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Segmenting—Identifying Target Segments In market segmentation, the goal is to break down a heterogeneous market into more manageable subgroups or segments. Markets can be segmented on the basis of: Usage patterns and commitment levels —heavy users (primary target segment), nonusers, brand- loyal users, switchers or variety seekers, and emergent consumers (point-of-entry marketing). Demographics —age, gender, race, marital status, income, education, and occupation Geography — geodemographics (PRIZM)
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Chapter Four Outline - Chapter 4 Understanding the...

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