Who are your customers? Or perhaps a better question is: Who aren’t your customers? Not everyone is interested in, nor a good target for, every product or service offering. Marketing communications ...

Targeting, segmentation and positioning are all central to a company's marketing strategy. Often referred to as S-T-P marketing, segmenting, targeting and positioning involve identifying possible ...

Market segmentation, targeting and positioning are the three components of what is commonly known as the S-T-P strategy. Each step contributes to the development of a targeted promotional plan. The ...

When you have a broad base of customers, what are the chances that you’re getting the right target for a particular campaign? Let’s say that you have a broad base of customers who are gardeners. To ...

The Joyoung brand was launched in 1994 when a group of recent college graduates invented the world's first automatic hot soymilk-maker home appliance. After some ups and downs, the Joyoung ...

Perhaps the most important analytical process of marketing is segmentation. By segmenting the market, one obtains a very clear understanding of customers; and segmentation ultimately provides a basis ...

Now that you've chosen a segment (or segments) you're ready to position your product or service in each segment. You'll need a positioning statement for each targeted segment. But what does ...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...