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Segmentation - Targeting – Positioning
Eureka Facts, The Smart Marketing Information. 1
SEGMENTATION – TARGETING – POSITIONING
BY: JORGE A. RESTREPO
President & Principal Researcher EurekaFacts LLC
The strategic marketing planning process flows
from a mission and vision statement to the selection of
target markets, and the formulation of specific marketing
mix and positioning objective for each product or service
the organization will offer. Leading authors like Kotler
present the organization as a value creation and delivery
sequence. In its first phase, choosing the value, the
strategist "proceeds to segment the market, select the
appropriate market target, and develop the offer's value
positioning. The formula - segmentation, targeting,
positioning (STP) - is the essence of strategic marketing."
(Kotler, 1994, p. 93).
Market segmentation is an adaptive strategy. It
consists of the partition of the market with the purpose of
selecting one or more market......
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Title: Segmentation-Targeting-Positioning
Approximate Word Count: 2962
Approximate Pages: 12 (250 words per double-spaced page)
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