From you to the Market
Market Segmentation, Targeting, and Positioning: A Strategic Overview Market segmentation, targeting, and positioning (STP) is a fundamental framework in modern marketing, helping businesses identify and serve their most valuable customers effectively. This approach ensures that marketing efforts are aligned with customer needs and preferences, maximizing engagement and profitability. Market Segmentation Market segmentation is the process of dividing a broad consumer or business market into smaller, more manageable groups based on shared characteristics (Kotler & Keller, 2016). These groups, or segments, are created using criteria such as demographics (age, gender, income), psychographics (lifestyle, values), behavior (purchase patterns, brand loyalty), or geography (region, climate). For example, an athletic shoe company might segment its market into professional athletes, fitness enthusiasts, and casual walkers, each with distinct needs. Segmentation allows businesses to un...