STP Process
STP Examples
STP Strategy
Market Segmentation
Segmentation Bases
Target Markets
Segment Profiles
Positioning
Perceptual Maps
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Welcome to the Market Segmentation Study Guide

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This study guide, created by Geoff Fripp, supports university-level marketing students in understanding key concepts the STP process. Geoff has co-authored textbooks, developed case studies, and founded multiple teaching resources, including Great Ideas for Teaching Marketing and The Marketing Study Guide.

Related Websites
Perceptual Maps 4 Marketing
Cluster Analysis for Marketing
The Marketing Study Guide
Great Ideas for Teaching Marketing
YouTube Channel

coding consumer data into categories

By Geoff Fripp / January 10, 2018

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