08.2 market segmentation

Question 1

Market Segmentation

Answer 1

• Total market is subdivided into groups of people that have common interest

Question 2

Segmenting Consumer Markets

Answer 2

• Segmentation variable is characteristics of individuals that are used by marketing managers to divide total market into segments
• Demographic
• Geographic
• Psychographic
• Behavioural

Question 3

Demographic Segmentation

Answer 3

• Divided by age, gender, income, cultural background

Question 4

Geographic Segmentation

Answer 4

• Divided by geographical location

Question 5

Psychographic Segmentation

Answer 5

• Divided by personality, motives, opinions

Question 6

Behavioural Segmentation

Answer 6

• Divided by customers purchase occasion, loyalty, usage rate