Marketing: Segmentation - Targeting - Positioning

This study introduces the STP model of marketing strategy which includes segmentation, targeting, and positioning. It explains the marketing planning process and the ways to segment the market based on demographic, geographic, behavioristic, and psychographic variables. It also discusses the requirements of market segments and the relation between segmentation and customer's attitudes. The study further elaborates on targeting and the ways of targeting, and the product positioning process. It concludes with the advantages and limitations of the STP model with real-world examples.