Proper Accountability in the Nigerian Economy

Topics: Marketing, Marketing management, Target market Pages: 2 (421 words) Published: January 22, 2013
The STP Process in Marketing Management
By Chrissy Rice, eHow Contributor

Print this article

STP stands for segmentation, targeting and positioning.
STP, which stands for segmentation, targeting and positioning, is a fundamental concept in marketing management. It is usually the first step in developing a marketing plan. The three parts of the concept maximize exposure and market saturation by looking at the most important factors that impact how a good or service will be received. Other People Are Reading

Strategic Marketing Management Definition What Is STP Marketing?

Segmentation is the process of breaking down large target markets in to smaller, sub markets made of consumers with commonalities. These similarities are usually in buying habits and life desires. Demographic segmentation divides consumers by gender, age, income, occupation, education and other factors. The breakdown also bases on geography and lifestyle. The benefits of segmentation in a marketing strategy include helping focus on segments of consumers and figuring out how to appeal to them.

Once the consumer market has been divided into segments, the marketer proceeds to the second step of picking exactly who he should target. The targeting stage involved matching the abilities of the marketing plan with the needs of the consumers. Factors like segment size, growth and investment must be considered to ensure the plan doesn't overreach or underachieve. Return on investment is also considered in this phase to make sure the target market is worth advertising to.

Sponsored Links

MRP Software From Epicor
Award Winning MRP Systems. Download Our Free MRP Info Pack!
The final stage in the STP strategy is positioning the product in the market. Positioning is based on price, product competition, and end-goal strategy. Decisions like which stores will carry a product, on which media it will be advertised, and how it...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Impact of Nigerian Brewery on Nigerian Economy Essay
  • The Modern Nigerian Economy Essay
  • Essay on upstream and downstream in the nigerian economy
  • Impact of Fdi on Nigerian Economy Essay
  • Essay on Cons of the Nigerian Economy
  • Accountability Essay
  • Accountability Essay
  • Accountability Essay

Become a StudyMode Member

Sign Up - It's Free