Chapter 5: Segmentation, Targeting, and Positioning (STP)

Learning Objectives

1. Students will be able to explain the importance of segmentation and targeting for effective strategic planning.

2. Understand and outline the ways in which markets are segmented.

3. Describe the factors that make some markets more attractive targets than others.

4. Describe the different market-segmenting strategies companies pursue and why.

5. Describe how a product can be positioned and mapped.

6. Explain the purpose of repositioning.