The STP Marketing Process
What is the STP Process?
The Basic STP Process
The Full STP Process
Market Segmentation
What is Market Segmentation?
Reasons to Use Market Segmentation
Criteria for Effective Market Segmentation
Using the Criteria for Effective Segmentation
Main Tools Used
Defining Markets
Understanding Markets
Markets, sub-markets and product-markets
Examples of Sub-markets and Product-markets
A Step-by-step Guide to Segmenting a Market
Segmentation Bases
Choice of Consumer Segmentation Bases
Market Segmentation Examples
Advantages and limitations of the different segmentation bases
Different Segmentation Approaches?
Segment Profiles
Understanding Segment Profiles
Segment Profile Sections
Segment Profile Examples
Segment Nicknames
Brand Personas
Business Segmentation
Business Market Segmentation Bases
Market segmentation examples
Target Markets
Overview of Target Markets
Evaluating Target Markets
Selecting Target Markets
Selecting a Target Market Example
How many target markets?
Differentiated or Concentrated Marketing?
Niche Marketing
Niche Marketing Examples
One-to-one Marketing
The Challenge of Mass Marketing
Product Positioning
Introduction to Positioning
Why Positioning is Used
Positioning Categories
Positioning Category Examples
Positioning Examples
Over and Under Positioning
Positioning and the Marketing Mix
Repositioning
What is Repositioning?
Why is repositioning used?
Challenges of Repositioning
Repositioning Examples
Repositioning versus Introducing a New Brand
Perceptual Maps
Understanding Perceptual Maps
Inputs to Perceptual Maps
Determinant Attributes
Perception is Reality
Benefits of Perceptual Maps
Interpreting Perceptual Maps
Interpreting Perceptual Maps Example
Points-of-Difference and Points of Parity
Points-of-Difference and Points-of-Parity Examples
A Step-by-step Guide to Constructing a Perceptual Map
Create Your Own Perceptual Map
Free Perceptual Map Template
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Segmentation Examples
Sports shoes
A bank
Grocery shoppers
Retailers
Breakfast foods
Banking
Cars
Car insurance
Charities
Drinks
Fast food
Fitness centers
A list of segment ideas