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In marketing, segmenting, targeting and positioning (STP) is a framework that implements market segmentation. [1] Market segmentation is a process, in which groups of buyers within a market are divided and profiled according to a range of variables, which determine the market characteristics and tendencies. [ 2 ]
Perceptual mapping or market mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. The positioning of a brand is influenced by customer perceptions rather than by those of businesses.
The precise origins of the positioning concept are unclear. Cano (2003), Schwartzkopf (2008), and others have argued that the concepts of market segmentation and positioning were central to the tacit knowledge that informed brand advertising from the 1920s, but did not become codified in marketing textbooks and journal articles until the 1950s and 60s.
Positioning theory is a theory in social psychology that characterizes interactions between individuals. "Position" can be defined as an alterable collection of beliefs of an individual with regards to their rights, duties, and obligations. "Positioning" is the mechanism through which roles are assigned or denied, either to oneself or others.
However, marketing to such broad categories alone fails to capture motivations and personal preferences. Within the broad segment of Leisure Travelers, for example, travel brands can use psychographic segmentation to drill down to identify individuals as 'novelty-seeking' versus 'familiarity-seeking' consumers, and then customize campaigns ...
Positioning (marketing), creating an identity in the minds of a target market; Positioning theory, a theory in social psychology; Positioning (critical literacy), reader context; Positioning (telecommunications), a technology to approximate where a mobile phone temporarily resides; Grappling position, the positioning and holds of combatants ...
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Market segmentation is the process of dividing mass markets into groups with similar needs and wants. [2] The rationale for market segmentation is that in order to achieve competitive advantage and superior performance, firms should: "(1) identify segments of industry demand, (2) target specific segments of demand, and (3) develop specific 'marketing mixes' for each targeted market segment ...