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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] The S-T-P framework implements ...
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 ...
Positioning is closely related to the concept of perceived value. In marketing, value is defined as the difference between a prospective customer's evaluation of the benefits and costs of one product when compared with others. Value can be expressed in numerous forms including product benefits, features, style, value for money. [8]
During the market segmentation process, the marketing analyst will have developed detailed profiles for each segment formed. This profile typically describes the similarities between consumers within each segment and the differences between consumers across each of the segments.
When starting the segmentation process, instead of seeing customers as identical, the build-up approach begins by viewing customer as different and then proceed to identify possible similarities between them. "In a turbulence market (pretty much all markets today), using a build-up approach is more suitable than a breakdown approach” (Freytag ...
The development of precision marketing coincides with the development of market segmentation, advancements in technology and the customer's reaction to the proliferation of mass marketing. [4] Zabin and Brebach portray the development of market segmentation. They describe the inception of the term in the 1950s and show that with time ...
The disparities between these two segments were crucial for health communicators to design and tailor different messages to influence their health behaviors. Rimal, Brown, Mkandawire, Folda, Bose and Creel identified risk perceptions and efficacy beliefs as the main audience segmentation criteria for the HIV-prevention project in Malawi. [21]
Target populations can be sampled to represent characteristics of the entire market at a much lower cost than other forms of business segmentation. [3] However, Webster (2005) believed that this approach misses a set of essential variables. Moreover, a differentiation between segmentation bases of nested approach is too complicated. [4]