Strategic Marketing STP Process

What is the basis for marketing?

(first step from strategic to operational marketing)

• Market segmentation

• Market research

• Market targeting

• Market positioning

What is the STP Process?

• strategy - targeting - proposition

• segmentation - targeting - proposition

• strategy - targeting - positioning

• segmentation - targeting - positioning

What are typical methods for analysing marketing data?

• BEST analysis

• SWOT analysis

• Shareholder analysis

• Stakeholder analysis

• PEST analysis

Segmentation means ...

• to form groups of demanders who have the same needs.

• to make categories of buyers with similar characteristics within the market .

• to divide the whole market into submarkets.

• to chose the right group of customers for selling your service or product.

• to define your target group.

Targeting means ...

• to define your target group.

• to chose the most promising groups of buyers for selling your product or service.

• to divide your market into homogenous groups of buyers with similar characteristics.

• to define your USP.

What are examples for geographical segmentation?

• nations

• gender

• lifestyle

• attitudes

What are examples for demographical segmentation?

• nations

• family

• social class

• attitudes

• age

What are examples for psychographic criteria of market segmentation?

• regions

• lifestyle

• attitudes

• social class

Strategic marketing means ...

• focusing on selling the product.

• focusing on the customer's needs in all departments of a company.

Strategic planning in companies refers to ...

• long-term decisions

• short-term decisions