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Segmentation, Targeting and Positioning (STP)

Segmentation, Targeting and Positioning (STP)

Subject: Business and finance

Age range: 16+

Resource type: Assessment and revision

Last updated

24 February 2018

pdf, 1.39 MB
pdf, 1.39 MB

A revision resource designed to complement the new AQA Business Specification. This handout is focused upon the idea of market segmentation. It examines demographic, income, behavioural and geographic forms of segmentation. It also considers the benefits and drawbacks of market segmentation, the formal STP model, niche and mass marketing, and positioning.

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