令和7年度 ITパスポート試験問35

This question's explanation and your answers so far.

問35

頻出度★★★

マーケティング戦略の策定プロセスのうち, 自社製品の差別化ポイントを明確化するものはどれか。

出典　令和7年度 ITパスポート試験問35

解説

問 35

Incorrectア
Segmentation is the stage of dividing the market into multiple customer groups (segments) by shared attributes such as age, region, or needs. It only splits the market apart and is not the activity of clarifying the company's product differentiation points.
Incorrectイ
Targeting is the stage of selecting, from among the divided segments, the target market the company should aim at. It decides which market to target, not the activity of clarifying differentiation points within that market.
Incorrectウ
Promotion is one of the elements of the marketing mix (4P), the activity of conveying a product's value to customers through advertising, sales promotion, and the like. It is a measure carried out after STP, not the process of clarifying differentiation points itself.
エ
正解 The correct answer is エ, Positioning. It is the final stage of STP (Segmentation, Targeting, Positioning), the marketing strategy formulation process: for the customers in the selected target market, it highlights the differences from competitors' products and decides what position the company's product should be perceived in. In other words, it is exactly the activity that clarifies the differentiation points of the company's own product.

ここがポイント

The STP flow: Segmentation (subdividing the market), Targeting (selecting the target market), Positioning (clarifying the differentiation from competitors and the positioning).
Positioning is the stage that decides how to differentiate the company's own product against competitors and how customers should perceive it.

用語

解答問35エ