The STP approach is strongly recommended when markets are:

Question

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The STP approach (Segmentation, Targeting, Positioning) is most effective in diverse markets with respect to consumer needs. Segmentation allows marketers to group consumers with similar needs or characteristics, targeting enables them to focus on specific segments that are most profitable, and positioning helps to communicate a unique selling point to differentiate the product or service from competitors. Homogenous markets do not require as much differentiation or customization in marketing strategies. Markets that are not well understood by marketers may require additional research and analysis before applying the STP approach.

The STP Approach Is Strongly Recommended When Markets Are