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- W4386731285 abstract "This chapter considers how organizations decide on which segments of a market to concentrate their efforts. This process is known as market segmentation and is an integral part of marketing strategy. After defining ‘market segmentation’, the chapter explores the differences between market segmentation and product differentiation. It considers consumer and business-to-business (B2B) market segmentation in detail. The method by which whole markets are subdivided into different segments to allocate marketing programme activity is referred to as the STP process, referring to segmentation, targeting, and positioning. The STP process is used because of the prevalence of mature markets and greater diversity in customer needs, and its ability to help identify specialized, niche segments." @default.
- W4386731285 created "2023-09-15" @default.
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- W4386731285 date "2021-01-20" @default.
- W4386731285 modified "2023-09-27" @default.
- W4386731285 title "Market Segmentation and Positioning" @default.
- W4386731285 doi "https://doi.org/10.1093/hebz/9780198829256.003.0007" @default.
- W4386731285 hasPublicationYear "2021" @default.
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