Effect of STP in Marketing Communications

Question: Describe about the Report for Effect of STP in Marketing Communications. Answer: Purpose Market segmentation, targeting and positioning is an important function for any organization as the marketing approach is directed through the STP o the organization. Without STP the marketing of any particular product cannot be done as the marketing approach and media cannot be determined without judging the potential reaction of the target segment of the market. Summery This article concentrates on the importance of the segmentation, targeting and positioning in the determination of the proper marketing approach as the different attributes of the product are interesting to different people and thus the marketing message needs to emphasise a particular attribute while targeting the segment that are interested in that attribute of the product (Kumar and Zia 2016). Application of STP In the article the segmentation, targeting and positioning is clearly applied throughout the article as the message sent through the marketing communication channels are specific to the customers from of different market segments. The different attributes of the product is focused on as the attributes are multiple but customers from different market segments focus one few attributes which are different from one another. No the customers from many segments might choose the same product but the reason driving their choice are different from one another. Opinion In my opinion the articles is based on research that is based on solid fact as every market is divided into segments (Schlegelmilch 2016) and it is not clear what reasons make customers from different segments choose the same product. Therefore, it is impossible to formulate messages for the customers from multiple segments separately without learning about the attributes that drive their choices. References Kumar, N.S. and Zia, M., 2016. A Three Dimensional Vertical Differentiation Model: Implications for Segmentation, Targeting and Positioning. Targeting and Positioning (April 3, 2016). Schlegelmilch, B.B., 2016. Segmenting Targeting and Positioning in Global Markets. InGlobal Marketing Strategy(pp. 63-82). Springer International Publishing.