Concepts around STP, making generic recommendations for best practice.

 

“…positioning and segmentation are distinct parts of the strategy process and provide us with some
extremely powerful tools; but ultimately they are linked by the central issue of focusing on satisfying
customer’s needs in ways that are superior to competitors” (Hooley et al, 2017 p159)*.
*Hooley et al (2017) Marketing Strategy & Competitive Positioning. 6th ed. Harlow Pearson.
By reference to academic literature evaluate, and critique, the concepts of Segmentation,
Targeting & Positioning (STP) including a consideration of implementation issues.
2
With supporting evidence, use appropriate examples from different industries (plural) to
exemplify how different organisations (plural) have applied STP, to demonstrate your learning
and application of this topic.
Indicate how any company could apply the concepts around STP, making generic
recommendations for best practice.

 

Sample Solution

Today, the STP marketing model (Segmentation, Targeting, Positioning) is a familiar strategic approach in modern marketing. It is one of the most commonly applied marketing models in practice, with marketing leaders crediting it for efficient, streamlined communications practice. STP marketing focuses on commercial effectiveness, selecting the most valuable segments for a business and then developing a marketing mix and product positioning strategy for each segment. STP marketing is relevant to digital marketing too at a more tactical communications levels. For example, applying marketing personas can help develop more relevant digital communications as show by alternative tactical email customer segmentation approaches.

ndencies. This can be explained by the Lax parenting by his mother, in the absence of his father.

House’s strong dislike of his father has shaped his beliefs strongly. Trying to be as unlike his father he doesn’t respect authority, and has a very self destructive and impulsive personality. We can see his self destructive Vicodin use in the first season of the show. We can see his Id making his decisions as he is always looking for that immediate gratification. House rarely thinks about how his decisions affect others and rarely makes decisions based on his super ego. This makes House a very difficult person to be friends with.

One of the first things you notice on the show is the lengths House goes to, to avoid meeting his patients. This avoidant behavior is also seen in his personal relationships, or more aptly, the lack there of. House is a classic example of the Dismissive/avoidant attachment style. He never had a secure base to explore relationships because of his strained relationship with his father and the irregularity of his parents’ interactions with him. We can see the strain this has on all his relationships, Most clearly in his romantic relationship with Dr Cuddy. He was very nervous about the thought of her being too close to him. This led to him being extremely secretive and at times act like a pathological liar.

 

 

The 5 factor model, or “The big 5” is a trait theory that has been developed over many years. It identifies 5 core traits in all humans, namely, Openness/intellect, conscientiousness, extroversion, agreeableness, and neuroticism (Sharples, 2019). Each individual presents a different degree of each trait. For example someone like House is very high in the openness trait and is very creative, as can be seen in his unconventional methods to treat ailments. These ailments are also always extremely complex and require house to be very imaginative with his solutions; He does this with relative ease. On the other hand House is very low on the conscientiousness scale. He is very disorganized and unfocused. He is also extremely impulsive as was mentioned above. Although he is a brilliant doctor, House can be a very unreliable friend, him forgetting his lunches with Wilson is a running gag on the show. House shows both introverted and extroverted traits. His low sociability makes it seem as if he is an introvert however his dominance and extreme narcissism show otherwise. A great example of this ambivalence is how he doesn’t like spending time with his residents and yet plays pranks on them because of his strong need for attention. This shows he lies somewhere in the middle of the range. House is calm in the face of some of the most stressful situations and he is able to think of unique solutions under imme

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