Segmentation, Targeting, and Positioning as the Strategic Core of Market-Oriented Marketing

Modern markets are characterized by profound heterogeneity in customer needs, preferences, purchasing power, and behavior. The assumption that a single product or marketing strategy can effectively serve an entire market has long been challenged by both empirical evidence and theoretical development. The Segmentation, Targeting, and Positioning framework, commonly referred to as STP, emerged as a systematic response to this challenge. It provides a structured logic for understanding markets, selecting strategically attractive customer groups, and designing value propositions that resonate with those groups.

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