This document discusses STP marketing, which is a three step approach involving segmenting, targeting, and positioning. It describes segmenting a market into smaller homogeneous groups based on demographics like age, income, gender; psychographics like tastes and opinions; geography like rural vs urban areas; and behavioristics like brand loyalty. Targeting involves choosing which customer segments to focus marketing efforts on. Positioning establishes a company's product within a customer's mind relative to features, benefits, and competitors. Developing an effective positioning statement involves understanding what customers want to buy, how the product differs from competitors, and unique selling propositions.