STP

Segmentation

geographic, demographic, psychographic, benefit, behavioral

Targeting

undifferentiated, differentiated, concentrated, micromarketing

Positioning

Market positioning,Value proposition

Indentifiable

• Who’s in the market?

• Distinct?

• Unique mix?

Substantial

How large is the market segment in terms of size and buying power?

Reachable

Can the market be reached through persuasive communication and product distribution?

Responsive

Customers must react similarly and positively to the firm’s offering.

Profitiable

Assess potential profitability of each segment, both current and future.

Undifferientiated

One product, one message, for everyone.

Differentiated

• A company goes after multiple groups, but gives each one something a little different.

Concentrated

• A company puts all its focus on just one specific group.

Micromarketing

• The product or marketing is tailored to you personally.

Value Proposition

 unique mix of benefits a product promises to deliver to customers.

Salient Attributes

product features or traits that are most important to buyer

Symbols

tangible cues (logos, characters, colors, or imagery) that represent and reinforce a brand’s position in the market

Competition

Positioning relation to rivals to highlight strengths or advantages

Perceptual Maps

• displays, in two or more dimensions, the position of products or brands in the consumer’s mind.