May 2004
Intermediate to advanced
288 pages
6h 40m
English
Content preview from Marketing As Strategy
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TWO
From Market Segments to Strategic Segments
If you went out of business, would anyone miss you?
MARKETING’S BASIC MISSION is to create a difference between a company’s offering and that of its competitors on an attribute important to customers. To create differentiation, marketers use segmentation, targeting, and positioning, or STP. Market segmentation is the process of dividing the market into homogeneous groups of customers who respond similarly to a particular marketing mix of the four Ps—product, price, place, and promotion—the essential tactical tools for positioning the firm’s offer to the targeted segment. Not surprisingly, any marketing practitioner can comfortably converse in terms of market segments, target markets, and positioning. ...
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I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.