Category Archives for Marketing

STP Marketing Model

STP Marketing Model (Segmenting, Targeting, Positioning) is a framework that simplifies the process of market segmentation.  Your marketing will be much more successful if you segment your market into groups, target the right groups, and position your products and services towards those groups. There isn’t a product in existence that should target everyone as its […]

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Three Product Levels (Kotler)

The Three Product Levels model by Philip Kotler provides a way to understand the different levels of need a customer has for a product. The Three Product Levels model is actually a simplified version of the Five Product Levels model also by Philip Kotler. It is worth noting that, according to Kotler, the definition of […]

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Gap Model of Service Quality

The Gap Model of Service Quality (aka the Customer Service Gap Model or the 5 Gap Model) is a framework which can help us to understand customer satisfaction.   The model shows the five major satisfaction gaps that organizations must address when seeking to meet customer expectations. The model was first proposed by A. Parasuraman, Valarie […]

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Services Marketing Triangle

The Services Marketing Triangle (or Services Triangle) shows the key actors involved in marketing a service business. It also shows the key marketing activities that occur between those actors. Before we look at the model it is important to note that we are only concerned with the marketing of services. The model does not apply […]

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