Market segmentation, targeting and positioning are the three components of what is commonly known as the S-T-P strategy. Each step contributes to the development of a targeted promotional plan. The ...

Who are your customers? Or perhaps a better question is: Who aren’t your customers? Not everyone is interested in, nor a good target for, every product or service offering. Marketing communications ...

Targeting, segmentation and positioning are all central to a company's marketing strategy. Often referred to as S-T-P marketing, segmenting, targeting and positioning involve identifying possible ...

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A common question I hear from those suffering stagnant sales is, “How can I ‘magically’ improve my promotion?” My response is always the same, “There’s no ‘magic pill’ and your challenge likely has ...

When companies position their products or services, they are trying to create associations in the minds of their prospective customers. They typically initiate the positioning process by coming up ...

We’re in the final quarter of 2023. B2B marketers are starting to review their results and plan for 2024. Many will revisit their ideal customer profile (ICP) – even though it is often useless.

The Joyoung brand was launched in 1994 when a group of recent college graduates invented the world's first automatic hot soymilk-maker home appliance. After some ups and downs, the Joyoung ...