STP

_____________ involves finding out what kinds of consumers with different needs exist -- “You can’t be all things to all people,”

In the ______________ , all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups.

In the _______________________, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors.

______________ is related to this statement.

"...Most airlines offer high priced tickets to those who cannot tell in advance...then sell some of the remaining seats to more price sensitive customers who can buy two weeks in advance..."

_________________ essentially refer to personal statistics such as income, gender, education, location (rural vs. urban, East vs. West), ethnicity, and family size.

______________ segmentation: Some consumers are “brand loyal”—i.e., they tend to stick with their preferred brands even when a competing one is on sale.

The list below refers to what’s needed to evaluate the potential and commercial attractiveness of each segment, except:

• Criteria Size

• Difference

• Accessible

• Positioning

• Focus on different benefits

________________ involves implementing our targeting.

Segmentation, targeting, and positioning together comprise a three stage process:

(1) __________________________________________________ ,

(2) select which ones we are best off trying to serve

(3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.

Marcom is __________________________.