Journalism 4200 Mizzou exam 2 Questions
and Answers with Verified Solutions | Latest
Updated 2026
The STP (segmenting, targeting, 1) Break diverse markets into smaller,
positioning) process manageable
segments
Segment: a portion of the market
2) Specifically target discrete market
segments
Target: to focus advertising and promotion
effort
upon a given segment or segments
3) Position the brand to appeal to the
target
segmentation
Position: a brands meaning relative to its
competitors
» Consumer markets markets for products and services
purchased by
individuals or households to satisfy their
specific
needs
Identify target segmentation by o Heavy users: brand loyal or habit
usage and commitment o Switchers/variety seekers: reachable, but
expensive consumer
o Emergent consumers: opportunity
knocks
, Point of entry marketing strategy aims to win over consumers whose brand
preferences are under developed, in hopes
of
gaining their loyalty
Identify target market by o Age, income, gender, education, race,
demographics occupation, marital status
Identify target segments based on o Country, region, state city, neighborhood
geographic
Identify through psychographics/ o Opinions, activities, interests
lifestyle o Provides insights into consumer
motivations
Identify by benefit segmentation o Delineated by various benefit packages
that
different consumers want from the same
product
category
o Prestige? Safety? Fuel economy?
» Business-to-business o Usage rates, geographic location,
segmentation benefits
desired, NAISC code
o Business market institutional buyers who purchase items to
be used
in other products and services or to be
resold to
other business or households
and Answers with Verified Solutions | Latest
Updated 2026
The STP (segmenting, targeting, 1) Break diverse markets into smaller,
positioning) process manageable
segments
Segment: a portion of the market
2) Specifically target discrete market
segments
Target: to focus advertising and promotion
effort
upon a given segment or segments
3) Position the brand to appeal to the
target
segmentation
Position: a brands meaning relative to its
competitors
» Consumer markets markets for products and services
purchased by
individuals or households to satisfy their
specific
needs
Identify target segmentation by o Heavy users: brand loyal or habit
usage and commitment o Switchers/variety seekers: reachable, but
expensive consumer
o Emergent consumers: opportunity
knocks
, Point of entry marketing strategy aims to win over consumers whose brand
preferences are under developed, in hopes
of
gaining their loyalty
Identify target market by o Age, income, gender, education, race,
demographics occupation, marital status
Identify target segments based on o Country, region, state city, neighborhood
geographic
Identify through psychographics/ o Opinions, activities, interests
lifestyle o Provides insights into consumer
motivations
Identify by benefit segmentation o Delineated by various benefit packages
that
different consumers want from the same
product
category
o Prestige? Safety? Fuel economy?
» Business-to-business o Usage rates, geographic location,
segmentation benefits
desired, NAISC code
o Business market institutional buyers who purchase items to
be used
in other products and services or to be
resold to
other business or households
