What does STDP stand for? What is the purpose?

Segmentation
Targeting
Differentiation
Positioning

to design a true customer-driven marketing strategy
Define Segmentation?
dividing a market into smaller groups with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes

there is no single way to segment best, often combining more than one variable will better define segments
What are the 7 types of Segmentation?
Geographic
Demographic
Income
Psychographic
Behavioral
Occasion
Benefit
Define Geographic and Demographic Segmentation?
Geographic calls for dividing the market into different geographical units such as nations, regions, states, counties, cities, or even neighborhoods

Demographic divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education,
religion, race, generation, and nationality
Define Income and Psychographic Segmentation?
Income has long been used by the marketers of products and services such as automobiles, clothing, cosmetics, financial services, and travel

Psychographic divides buyers into different groups based on social class, lifestyle, or personality characteristics
Define Behavioral and Occasion Segmentation?
Behavioral divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product

Occasion is grouping buyers according to occasions when they get the idea to buy. actually make their purchase, or use the purchased item
Define Benefit Segmentation?
Grouping buyers according to the different benefits that they seek from the product
What are four other approaches Business Marketers can use?
Operating Characteristics

Purchasing Approaches

Situational Factors

Personal Characteristics
Define Segment Size and Growth?
analyze current segment sales, growth rates, and expected profitability
Define Segment Structural Attractiveness?
Consider competition, existence of substitute products, and the power of buyers and suppliers
Define Company Objectives and Resources:
Examine company skills and resources needed to succeed in that segment. Offer superior value and gain advantages over competitors.
To be useful, Market Segments must be (5)?
-Measurable (size, purchasing power, and profiles of the segments can be measured)
-Accessible (the market segments can be effectively reached and served)
-Substantial (the market segments are large or profitable enough to serve
-Differentiable (the segments are conceptually distinguishable and respond differently to different marketing mix elements and programs)
-Actionable (effective programs can be designed for attracting and serving the segments
What are the three parts to Market Targeting?
Evaluating Marketing Segments (segment size, structural attractiveness, and company objectives and resources are considered

Selecting Target Market Segments (alternatives range from undifferentiated marketing to micromarketing)

Being Socially Responsible


What are the four main Targeting Strategies?
Undifferentiated (Mass) Marketing (ignores segmentation opportunities)

Differentiated (Segmented) Marketing (targets several segments and designs separate offers for each)

Concentrated (Niche) Marketing (targets one or a couple small segments

Micromarketing (local or individual marketing)
Five factors to consider when choosing a Targeting Strategy?
Company Resources
Product Variability
Product's Life-Cycle Stage
Market Variability
Competitors' Marketing Strategies
A product's position is?
the way the product is defined by consumers on important attributes - the place the product occupies in consumers' minds relative to competing
products. Perceptual positioning maps can help define a brand's position relative to competitors
What are the three parts to choosing a differentiation and positioning strategy?
Identifying a set of possible value differences and competitive advantages on which to build a position

Choosing the right competitive advantages

Selecting an overall positioning strategy
The key to Identifying possible value differences and competitive advantages involves?
understanding their needs better than competitors do and delivering more value
Define Competitive Advantage?
Extent to which a company can position itself as providing superior value (achieved via differentiation)
Define Differentiation?
actually differentiating the marketing offering to create superior customer value
What are seven potential differences that could be promoted?
Important,
Distinctive,
Superior,
Communicable,
Preemptive,
Affordable,
Profitable
What is overall or full positioning of the brand called?
the brand's Value Proposition
What is the format of a Positioning Statement?
"To (target segment and need) our (brand) is (a concept) that (point out difference)."
Ex. "To busy mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more
reliable way to stay connected to data, people, and resources while on the go."
A firm must monitor and adapt the position over time to match changes in (2)?
Consumer Needs
and
Competitors' Strategies