references/theories/stp.md

# Segmentation, Targeting, Positioning

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Market differences materially change need, reach, economics, or response.

## Mechanism

Segment -> evaluate -> choose target -> position.

## Applied marketing use

Define who receives which value proposition and why.

## Failure modes

- Over-segmentation; demographic labels without behavioral consequence.

## Counterweights

- `penetration-growth`

## Sources

- `source:kotler-mm`