Aspiration Decisions: What value will we deliver to whom?
This stage uses STP: Segmentation, Targeting, and Positioning. Segmentation – Dividing potential customers into groups with similar characteristics Targeting – Choosing which group(s) to focus on Positioning – Deciding how you want customers to think about your product compared to competitors
Think about how different phone companies target different groups: Some focus on people who want the latest technology, others on people who need affordable options, and others on people who care about camera quality for social media.
Action Decisions: How will we deliver that value?
This stage uses the Marketing Mix (also called the 4 Ps):
Place – Where and how customers get it (delivers value) Online stores, physical stores, delivery options Example: Buy at Apple Store, Best Buy, or order online with free shipping Promotion – How you tell people about it (communicates value) Ads, social media, influencer partnerships, word-of-mouth Example: YouTube ads, TikTok sponsorships, Instagram posts
Product – What you're selling (creates value) The actual item, its features, packaging, quality Example: A phone's design, camera specs, available colors Price – How much it costs (captures value) List price, discounts, payment plans Example: $999 upfront or $41.62/month for 24 months
Marketing Strategy
Jackie Bertman
Created on November 3, 2025
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Transcript
Aspiration Decisions: What value will we deliver to whom?
This stage uses STP: Segmentation, Targeting, and Positioning. Segmentation – Dividing potential customers into groups with similar characteristics Targeting – Choosing which group(s) to focus on Positioning – Deciding how you want customers to think about your product compared to competitors
Think about how different phone companies target different groups: Some focus on people who want the latest technology, others on people who need affordable options, and others on people who care about camera quality for social media.
Action Decisions: How will we deliver that value?
This stage uses the Marketing Mix (also called the 4 Ps):
Place – Where and how customers get it (delivers value) Online stores, physical stores, delivery options Example: Buy at Apple Store, Best Buy, or order online with free shipping Promotion – How you tell people about it (communicates value) Ads, social media, influencer partnerships, word-of-mouth Example: YouTube ads, TikTok sponsorships, Instagram posts
Product – What you're selling (creates value) The actual item, its features, packaging, quality Example: A phone's design, camera specs, available colors Price – How much it costs (captures value) List price, discounts, payment plans Example: $999 upfront or $41.62/month for 24 months