Every marketing professional will tell you that the core of
good marketing is segmentation, targeting and positioning (STP).Marketing and segmentation are inseparable, meaning marketing
starts from the market place and not the actual product. Customers are found in
the market and because marketing is basically to identify the needs of these
customers, neglecting them will make its practice impossible.
Sometimes people misunderstand marketing as sales and
advertising, but the Institute of Sales and Marketing Management - UK defines sales/selling
as a function concerned with identifying the specific needs, desires and
problems of individual customers and providing satisfaction through benefit or
solution in order to facilitate profitable business transactions.
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