bnoo blog

STP is a three step process involving segmentation, targeting and positioning. Smith (1957) describes segmentation as being based on the observation of the evolution of demand and represents a more precise and rational adaptation of the product and the marketing effort to meet customer or user demand. Kotler (2000) describes segmentation as: “the subdividing of a market into homogenous (or similar) subsets of customers, where any subset may conceivably be selected as a target market to be reached with a distinct marketing mix" Segmentation: Dividing the market up into distinctive groups. Targeting: Selecting a group (segment) to market to. Positioning: Developing a market strategy which positions the product to appeal to a target customer base within the chosen segment. It is only suitable to use segmentation when the following are true: Consumers in the segment can be reached by a unique marketing mix. Consumers in the segment will respond to the marketing mix desig...

So, I now have a blog, which you are reading. Blogging isn't something I ever thought I would do, though I've read countless blogs for information, research, recommendations, finding answers to random questions. To me they are something other people did, until now. Now I have joined the realm of the blogger, and I like it; though I don't find it easy. Trying to find a voice to write with that's both interesting and factual seems somewhat challenging. After my first blog I contemplated writing two blogs: one light-hearted, jokey and interesting and another that's factual and more academic - but maybe I'll leave that for year 2 when I have a bit more experience at blogging. I think in future, as what we should blog about is so broad I will be try to answer a question as I think that will help me keep a coherent post as well as providing structure and a topic to focus on. Before coming to university I was working for a local infrastructure organisation (a chari...