5: Segmenting And Positioning

Question 1

Segmentation objectives

Answer 1

Identify homogeneous segment that differs from other segments, specify characteristics that define the segment, determine segment size and potential.

Question 2

Bottom line segmentation

Answer 2

Bottom line segmentation: understanding what job customers are trying to get done when they use your product.

*needs based segmentation

Question 3

3 common marketing strategies

Answer 3

Niche market: used to serve markets seeking specialised benefits.

Mass market: capture sufficient volume to gain economies of scale. Require substantial resources.

Growth market: often target more fast growth segments.