Customer Behaviour, Segmentation, Targeting, and Positioning

Customer behavior are important for marketers to develop marketing strategies. Company must have a marketing strategy that could affect consumers who become the target market, so the determination of market segmentation, target market selection, and positioning as a guideline of the marketing mix strategy being effective.

In the process of marketing, segmentation does not stand alone. Kotler emphasized that segmentation is an integral part of the targeting and positioning. Kotler abbreviate this relationship as STP (Segmenting, Targeting, Positioning). This process is part of the creation and delivery of value to customers

The word "value" means to give pleasure to the customer ecause it received good service, price is satisfactory, the image is strong, and on time delivery. Furthermore, the value was developed with a more concrete in the form of marketing mix. Marketing mix form are very broad includes product design, find suppliers, pricing, distribution, and sales promotion.


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