• Unit 2: Segmenting, Targeting, and Positioning

    Philip Kotler, the grand dean of marketing textbooks, has suggested that if marketers can nail their target and position, all other aspects of a marketing campaign will fall into place. Target and position define whom we are trying to reach with our marketing campaign, and what message (or position) we will use to connect. The concepts of targeting and positioning are so critical to marketing success that we now dedicate an entire unit to them.

    So let's now consider the concept of segmenting, targeting, and positioning (STP), known as the strategic marketing formula that helps marketers identify and segment their audience, target their market, and posture their products to cultivate their desired brand position.

    Completing this unit should take you approximately 5 hours.

    • Upon successful completion of this unit, you will be able to:

      • define the STP strategy; and
      • identify the place of targeting and positioning in the marketing campaign.

    • 2.1: STP Strategy

      • Market Segmenting, Targeting, and Positioning URL

        Read this chapter, which discusses the difference between mass marketing and targeted marketing and explains why many companies engage in targeted marketing today. Strategies for segmenting a market, targeting selected customer groups, and positioning offerings are also discussed.

      • 2.1.1: Segmentation

      • 2.1.2: Targeting

        • Approaching the Market File

          Read the sections "Approaching the Market", "The Undifferentiated Market (Market Aggregation)", and "Product Differentiation".

      • 2.1.3: Positioning

    • 2.2: Publics

    • Unit 2 Discussion and Assessment

      • Unit 2 Discussion URL

        After reviewing the unit materials, post and explore the discussion forum. Feel free to start your own post and respond to other students' posts as well.

        Marketing expert Philip Kotler says once the target and position are identified, all other aspects of a marketing campaign fall into place. What do you think he means by that? Pick a marketing campaign that has caught your attention. Who are the marketers targeting? What is their position? Think of a product, service, or issue where you might launch a marketing campaign. Who will you target? What will your position be?

      • Unit 2 Assessment Quiz
        Receive a grade Receive a pass grade

        Take this assessment to see how well you understood this unit.

        • This assessment does not count towards your grade. It is just for practice!
        • You will see the correct answers when you submit your answers. Use this to help you study for the final exam!
        • You can take this assessment as many times as you want, whenever you want.