3.3.3- Making marketing decisions: segmentation, targeting, positioning Flashcards
3.3 Marketing management
1
A
They aim to focus marketing where it will be most effective.
* Segment: Divides into similar characteristics
* Target: Decides which segment to focus on
* Position: Positions the product in the customers mind
2
Q
What are the ways to segment a market? Give an example.
A
- Demographic: Age, gender, class, family size
- Geographic: Neighbourhood, city, country, county, world region
- Income: High income, low income
- Behaviour: Amount of use, lifestyle
3
Q
What is a niche and mass market?
A
A niche market is when the product is aimed on a specific focus. A mass market is a large amount of goods with a larger customer base.
4
Q
What is positioning?
A
Positioning is creating an image of your brand/product with a target customer in mind.
5
Q
What are the influences of positioning?
A
- State of the market: recession or boom
- Companies current products: reliable or cheap
- Attributes of the company: match strengths and weaknesses
