Consumer behavior becomes the input for marketers to develop marketing strategies, then a company must have a marketing strategy that could affect consumers who become the target market, so that the determination of market segmentation, target market selection, and then positioning as a guideline of the strategy of marketing mix is important to note with good.
In the process of marketing, segmentation does not stand alone. Kotler pointed out that the 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 consumers
The word "value" given a meaning that is to give pleasure to the consumer because it received good service, excellent prices, a strong image, delivery on time, the producers chose the value of the action through the selection of segmentation, targeting, positoning (STP) is good. Furthermore, the value of it is developed with more concrete in the form of the marketing mix. Forms a very broad marketing mix includes product design, find suppliers, pricing, distribution, and sales promotion.
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