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Market Segmentation Study Guide
Terms and Conditions
The STP Process
What is the STP Process?
The Basic STP Process
The Full STP Process
An Example of the STP Process
What is the STDP process?
What is Market Segmentation?
Reasons to Use Market Segmentation
Criteria for Effective Market Segmentation
Using the Criteria for Effective Segmentation
Main Tools Used
Alternate Ways to Create Market Segments
Using Cluster Analysis for Market Segmentation
Markets, sub-markets and product-markets
Examples of Sub-markets and Product-markets
A Step-by-step Guide to Segmenting a Market
Market Segmentation Examples
Choice of Consumer Segmentation Bases
Advantages/limitations of the segmentation bases
Behavioral vs psychographic segmentation
Different Segmentation Approaches?
Understanding Segment Profiles
Segment Profile Sections
Segment Profile Examples
A Step-by-Step Guide to Segment Profiles
Quickly Build a Segment Profile
Bring Your Own Persona
Business Market Segmentation Bases
Market segmentation examples
Overview of Target Markets
Evaluating Target Markets
Selecting Target Markets
Selecting a Target Market Example
How many target markets?
Differentiated or Concentrated Marketing?
How Concentrated Marketing Differs
What is Concentrated Marketing?
How Can Concentrated Marketers Grow ?
Why Use Concentrated Target Marketing?
Niche Marketing Examples
The Challenge of Mass Marketing
Introduction to Positioning
Why Positioning is Used
Positioning Category Examples
Over and Under Positioning
Positioning and the Marketing Mix
What is Repositioning?
Why is repositioning used?
Challenges of Repositioning
Repositioning versus Introducing a New Brand
Understanding Perceptual Maps
Inputs to Perceptual Maps
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
A list of segment ideas
Example of the Overall STP Process
Terms and Conditions