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Understanding Segmentation, Targeting, Positioning and Differentiation
| Content Provider | Scilit |
|---|---|
| Author | Yudelson, Jerry |
| Copyright Year | 2020 |
| Description | A marketer's job is always fraught with difficulty. How to make a “purple cow” (something remarkable) out of a “pink sow” (something ordinary) seems to be the perpetual task of the marketing arm of the firm. (In today's marketing environment, a firm must be “remarkable” just to get some attention, hence the “purple cow” analogy.)$ ^{63}$ In this chapter, we introduce some of the basic concepts of modern marketing and apply them to the issue of marketing green buildings, including design services, construction services, technologies and products. Segmentation, targeting and positioning are often referred to as the “STP” formula and form the essence of strategic marketing planning, as inputs to marketing differentiation. Figure 101 shows how these four activities are interrelated. Book Name: Marketing Green Buildings: |
| Related Links | https://content.taylorfrancis.com/books/download?dac=C2009-0-13397-6&isbn=9781003151265&format=googlePreviewPdf |
| Ending Page | 151 |
| Page Count | 19 |
| Starting Page | 133 |
| DOI | 10.1201/9781003151265-10 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2020-12-17 |
| Access Restriction | Open |
| Subject Keyword | Book Name: Marketing Green Buildings: Architecture Segmentation Green Buildings Marketing Ordinary Analogy Strategic Stp Differentiation A Marketer |
| Content Type | Text |
| Resource Type | Chapter |
