1. The STP process involves segmenting customers into groups, targeting specific segments to enter, and positioning products in the consumer's mind relative to competitors.
2. Segmentation breaks up a market into subgroups with common needs. Targeting evaluates segment attractiveness and selects segments to target. Positioning arranges the product to occupy a clear place in the consumer's mind.
3. Effective segmentation bases groups on measurable, accessible, and substantial differences that allow for differential marketing strategies. The steps are to identify segmentation bases, profile segments, select targets, and develop positioning and marketing mixes for each target.
Market Segmentation, Targeting, and Positioning - Leonard.pptxVisualSoft1
Segmentation is the process of classifying customers into groups which share some common characteristic
Targeting involves the process of evaluating each segments attractiveness and selecting one or more segments to enter
Positioning is arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the mind of the consumer
Market Segmentation, Targeting, and Positioning - Leonard.pptxVisualSoft1
Segmentation is the process of classifying customers into groups which share some common characteristic
Targeting involves the process of evaluating each segments attractiveness and selecting one or more segments to enter
Positioning is arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the mind of the consumer
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).
This PowerPoint presentation titled Process of Segmenting Market is a lesson in the Principles of Marketing. This is associated with a textbook to be able to understand more the details of this lesson.
DLSL- SY: 2012-2013
Group 3: A2D PrinMar
Balakit, Art Jayvee
Bartolome, Maria Roscila Ann
Dimaculangan, Shella
Dolor, Grace Ann
Inciong, Mikee
Mistas, Kim Angelo
Olan, Elona Mathel
Pesigan, Jan Phillip
Reyes, Dexi
Torres, Jenielyn
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).
This PowerPoint presentation titled Process of Segmenting Market is a lesson in the Principles of Marketing. This is associated with a textbook to be able to understand more the details of this lesson.
DLSL- SY: 2012-2013
Group 3: A2D PrinMar
Balakit, Art Jayvee
Bartolome, Maria Roscila Ann
Dimaculangan, Shella
Dolor, Grace Ann
Inciong, Mikee
Mistas, Kim Angelo
Olan, Elona Mathel
Pesigan, Jan Phillip
Reyes, Dexi
Torres, Jenielyn
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
3. The STP Process
Segmentation is the process of classifying
customers into groups which share some common
characteristic
Targeting involves the process of evaluating each
segments attractiveness and selecting one or more
segments to enter
Positioning is arranging for a product to occupy a
clear, distinctive and desirable place relative to
competing products in the mind of the consumer
4. Target Market
A market is a set of all actual and potential buyers
A target market is a group of people toward whom
a firm markets its goods, services, or ideas with a
strategy designed to satisfy their specific needs
and preferences.
Any marketing strategy must include a detailed
(specific) description of this.
5. Advantages of Segmentation
1. The process of breaking up a homogeneous market
into heterogeneous segments forces the marketer
to analyse and consider both the needs of the
market and the company’s ability to competently
serve those needs – thereby making the company
better informed about its customers
2. Competitor offerings and marketing positioning
must also be analysed in this context so the
company must consider what its competitive
advantages and disadvantages are, helping it to
clarify its own positioning strategy
3. Limited resources are used to best advantage,
targeted at those segments that offer the best
potential
6. • Size, purchasing power, profiles
of segments can be measured.
• Segments can be effectively
reached and served.
• Segments are large or
profitable enough to serve.
Measurable
Accessible
Substantial
Differential
Actionable
• Segments must respond
differently to different marketing
mix elements & programs.
• Effective programs can be
designed to attract and serve
the segments.
Requirements for Effective Segmentation
7. Steps in Segmentation, Targeting, and Positioning
1. Identify Bases
for Segmenting the Market
2. Develop Profiles
of Resulting Segments
3. Develop Selection Criteria
4. Select Target
Segment(s)
5. Develop Positioning
for Each Target Segment
6. Develop Marketing
Mix for Each Target Segment Market
Positioning
Market
Targeting
Market Segmentation
8. Step 1. Market Segmentation
Levels of Market Segmentation
Mass Marketing
Mass Marketing
Same product to all consumers
(no segmentation)
Segment Marketing
Segment Marketing
Different products to one or more segments
(some segmentation)
Micromarketing
Products to suit the tastes of individuals and locations
Micromarketing
Products to suit the tastes of individuals and locations
(complete segmentation)
Niche Marketing
Niche Marketing
Different products to subgroups within segments
(more segmentation)
Local Marketing
Tailoring brands/ promotions
to local customer groups
Individual Marketing
Tailoring products/ programs
to individual customers
9. Step 1. Market Segmentation
Bases for Segmenting
Consumer Markets
Geographic
Demographic
Age, gender, family size
and life cycle,
or income
Psychographic
Social class, lifestyle,
or personality
Behavioural
Occasions, benefits
sought, user status,
usage rate, loyalty
Nations, states,
regions or cities
10. Step 1. Market Segmentation
Bases for Segmenting Business Markets
Bases
for Segmenting
Bases
for Segmenting
Business
Markets
Demographics
Personal
Characteristics
Situational
Factors
Operating
Characteristics
Purchasing
Approaches
11. Segmenting Business Markets
Segmentation by customer size or geographic
location
Four segments of business customers
Programmed buyers
Relationship buyers
Transaction buyers
Bargain hunters
12. Step 1. Market Segmentation
Bases for Segmenting International Markets
Political/
Legal
Cultural Intermarket
Economic
Geographic
Industrial Markets
13. Step 2. Market Targeting
Evaluating Market Segments (developing
selection criteria)
Segment Size and Growth
Segment Size and Growth
Analyze sales, growth rates and expected profitability for
various segments.
Segment Structural Attractiveness
Segment Structural Attractiveness
Consider effects of: Competitors, Availability of Substitute
Products and, the Power of Buyers & Suppliers.
Company Objectives and Resources
Company Objectives and Resources
Company skills & resources relative to the segment(s).
Look for Competitive Advantages.
14. Segment 1
Segment 2
Segment 3
Segment 1
Segment 2
Segment 3
Company
Company
Marketing
Mix
Company
Marketing
Mix
Company
Company
Marketing Mix 1
Company
Company
Marketing Mix 2
Company
Company
Marketing Mix 3
Market
A. Undifferentiated Marketing
B. Differentiated Marketing
C. Concentrated Marketing
Step 2. Market Targeting
Market Coverage Strategies
16. Step 3. Positioning for Competitive
Advantage
Product’s Position
Product’s Position - the way the product is
defined by consumers on important
attributes - the place the product occupies
in consumers’ minds relative to competing
products.
Marketers must:
Plan positions to give their products the greatest
advantage in selected target markets,
Design marketing mixes to create these planned
positions.
17. Step 3. Positioning for Competitive
Advantage: Strategies
Against a
Against a
Competitor
Usage
Usage
Occasions
Away from
Away from
Competitors
Product
Product
Attributes
Product
Product
Class
Benefits
Benefits
Offered
User Class
B
B
A
E
E
D
D
C
C
H
H
G
G
F
F
18. Steps to Choosing and Implementing
a Positioning Strategy
Step 1. Identifying Possible Competitive
Advantages: Competitive Differentiation.
Step 2. Selecting the Right Competitive
Advantage: Unique Selling Proposition (USP).
Step 3. Communicating and Delivering the
Chosen Position.
Step 4. Support the positioning strategy with a
unique marketing mix
20. Selecting the Right Competitive
Advantages
Criteria
for
Determining
Which
Differences
to
Promote
Affordable Superior
Profitable
Preemptive
Distinctive
Important
Communicable
21. Step 4 – Supporting the positioning
strategy
At this stage the company has decided on its
positioning strategy and must now design a
marketing mix to support this strategy. The next
part of the course looks at ‘Developing the
Marketing Mix’
