Origins of STP : How to Teach Marketing Strategies

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  • STPの起源 : いかにマーケティング戦略を教えるか
  • STP ノ キゲン : イカニ マーケティング センリャク オ オシエル カ

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Abstract

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The author has had questions about STP（ Segmentation, Targeting, and Positioning）, the basic concept of marketing strategy: why there is no P premise like S, which is the premise of T, and why concepts（ hereafter C） are not included in STP. The purpose of this paper is to explore the origins of STP and the answers to the above questions through a literature review in order to obtain suggestions on how to teach marketing strategy to students in an easy-to-understand manner. Through the changes in the description of Kotler's text "Marketing Management," which proposed STP, it was found that ST was originally a strategy concept, whereas P was a concept related to new product development and had a different origin. The logic that the decision of T determines the competitor that the customer perceives and the cognitive space that is the premise of P led to STP. It was also confirmed once again that the prerequisite work of identifying and selecting the value （axis） that is the point of differentiation from the competitor is essential for P. Furthermore, C is the subjective meaning （value） of the offerings for the customer, and includes who and in what scene the value is created. Therefore, it can be proposed that C can be taught to students as a superordinate concept encompassing STP.

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