Additional Segmentation Bases
This article introduce less common segmentation bases for marketing students who wish to broaden their segmentation toolbox and craft a more nuanced strategy.
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Creating Market Segments: A Guide for Students
This article provides a step-by-step framework for building segments using no or very limited data, leaning on creative reasoning, existing market research frameworks, demographic logic, industry knowledge, and supportive “educated guessing.”
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How to Use Segmentation Trees
Segmentation trees are a versatile, intuitive, and cost-effective method for dividing a broad market into specialized subgroups. By visually branching out from a single trunk (your overall market) into multiple branches (subgroups based on age, income, behavior, psychographics, or combinations thereof), you can arrive at a clear depiction of who your target consumers might be.
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Example of the STDP Process
Here’s a detailed example of how you can implement the STDP process for a local restaurant specializing in authentic Japanese food located in the tourist area of London's West End.
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The Difference between Primary and Secondary Target Markets
Sometimes the terms of primary and secondary target markets are confused and misunderstood, and a secondary target market is inadvertently referred to as a “second” target market, however this is not correct.
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Should I Use Psychographic Segmentation Bases?
Psychographic segmentation is looking at consumer’s lifestyles, activities, and interests. It is a very effective way of understanding the consumer as a “person”. But how effective is this segmentation approach for marketing purposes? This article explores the advantages and limitations of using psychographic segmentation bases identifying target markets.
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Should I Use Demographic Segmentation Bases?
Should you use demographic segmentation? While in most cases you should probably not use demographics in isolation, this article will explore the advantages and limitations of using this approach to segmentation.
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What is the Difference Between STP and STDP?
STP and STDP are both acronyms for a similar process in marketing. But remember that effective positioning ALWAYS includes differentiation.
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How Concentrated Marketing Differs
There are differences between concentrated marketing, niche marketing, and mass marketing, although the terms are often interchanged.
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Understanding the STDP Process in Marketing
When you delve into marketing strategies, you'll often encounter the STP process—Segmentation, Targeting, and Positioning. However, depending on the marketing textbook you're referencing, this process might also be expanded to STDP, which includes an additional step: Differentiation.
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