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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 ]
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 ...
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.
The traditional way to develop a psychographic segmentation model has been through a market research study surveying a statistically representative sample of a target audience. That target audience could be representative of the general population, a specific demographic or socioeconomic group, a population of consumers who utilize a certain ...
Cluster analysis is widely used in market research when working with multivariate data from surveys and test panels. Market researchers use cluster analysis to partition the general population of consumers into market segments and to better understand the relationships between different groups of consumers/potential customers, and for use in ...
Positioning may refer to: 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
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.
The repertory grid is an interviewing technique which uses nonparametric factor analysis to determine an idiographic measure of personality. [ 1 ] [ 2 ] It was devised by George Kelly in around 1955 and is based on his personal construct theory of personality .