Market Segmentation Study Guide

A comprehensive guide to market segmentation, targeting, positioning and perceptual maps. Written in a straightforward easy-to-read style by a marketing lecturer from The University of Sydney. Designed for marketing students and practitioners.

Topics include:

Understanding the Segmentation, Targeting, Positioning (STP) Process
Reasons why firms segment markets
The criteria for effective segmentation
Market segmentation examples
How to segment a market
Understanding Targeting and Target Markets

What is a target market?
Why are target markets important?
How are target markets evaluated?
The target market selection process
Main evaluation criteria for target markets
Understanding Product Positioning
What is positioning?
Positioning and the STP process
Why is positioning important?
What are the main ways to position a product?
Main Categories of positioning
Why repositioning is used?
The difficulties of successfully repositioning
Examples of Repositioning
Reposition or introduce a new brand?
Introduction to Perceptual Maps
What is a perceptual map?
The main types of perceptual maps