4.1 : 细分、目标、定位

STP, or Segmentation, Targeting, and Positioning, is a strategy that simplifies and streamlines marketing efforts.

Consider Sarah, who opened an herb and edible plant nursery intending to sell to everyone in town.

Although ambitious, this is not always effective, as resources, including time and budget, are limited.

This is where STP helps acknowledge that not everyone is a potential customer.

First, she segments her potential customers into groups based on unique characteristics and needs, such as culinary enthusiasts, gardening beginners, organic gardeners, and urban gardeners.

Next, for targeting, Sarah narrowed her customer base to urban gardeners. It enables her to allocate resources where they are most appreciated.

Finally, she differentiated her nursey from others by positioning it as an herb and edible plant specialist.

Because of STP, Sarah is not targeting everyone; instead, she focuses on the segment that values her products.

STP puts the customer at the center of the marketing strategy, allowing businesses to tailor their offerings and messages to what customers truly value and desire.