Segmentation, targeting, and positioning
Segmentation, targeting, and positioning (STP) (AO2, AO4) This section of the syllabus examines three interrelated aspects of marketing planning: (i) segmentation, (ii) targeting (target market), and (iii) positioning (position maps). A market is the collective term for the buyers and sellers of a particular good or service. For example, there are several publishers and providers of resources for the IB Business...