6 - segmentation, targeting, positioning and marketing in practice

Question 1

to implement the marketing concept and satisfy customer needs what is needed?

Answer 1

product and service offerings need to be tailored to meet the diverse requirements of different customer groups

this is because products rarely satisfy all customers in a market, not all customer want to pay for the same things

Question 2

what is marketing segmentation?

Answer 2

the identification of individuals or organisations with similar characteristics that have significant implication for the determination of marketing strategies

Question 3

what does marketing segmentation involve?

Answer 3

dividing a diverse market into a number of smaller, more similar sub markets
objective is to identify groups of customers with similar requirements so that they can be served effectively while being of a sufficient size for the product or service to be supplied efficiently

Question 4

what does marketing segmentation provide?

Answer 4

a commercially viable method of serving customers and is at the heart of the marketing strategy

Question 5

what is it not possible to do with the marketing mix?

Answer 5

create one that satfiesn every ned

expect the idea of online personalisation

Question 6

in order to do marketing segmentation successfully what needs to happen?

Answer 6

all relevant people should be involved, all staff should be aware of the reasons and importance as they will be more omitted to the results leading to better implementation in the later stages

Question 7

what are the advantages of market segmentation?

Answer 7

• target market selection
• tailored marketing mix
• differentiation

Question 8

what is and why is target market selection an adavatnge for MS?

Answer 8

target market is a chosen segment of the make that a company has decided to serve
customers

customers have similar characteristics

single marketing stargtey can be developed to match those requirements

creative approach may result in identification of new segments in which have not been served adequately and create new target market

Question 9

what is an example of target market selection?

Answer 9

Google

offer different severs platforms in terms of functional needs

Google Wallet
Google Docs
GMail

Question 10

what is and why is tailored marketing mix an advantage of ms?

Answer 10

grouping of customers with similar characteristics that are important when designing marketingg srategies

allows marketers to understand the in depth requirements of a segment and tailor a marketing mix package that meets its needs

step in the implementation of marketing concept: segmentation promotes notion of customer satisfaction by viewing markets as diverse seats of needs that suppliers must understand and meet

Question 11

what is the marketing mix?

Answer 11

factors tat can be controlled by company o influence consumers to buy product

place price product and promotion

Question 12

what is differentiation and why is it an dvatage of MS?

Answer 12

MS allows development of marketing strategies by breaking down market into sub segments

company may differentiate its offerings between segments and within each segment it can differentiate its offerings from competition

allows maximise profits

Question 13

what is an example of differentiation?

Answer 13

Apple

2007 - ne set of applications and functionality, attract customers

samsung and apple i same segment but find ways to differentiate

Question 14

what is an opportunity of MS?

Answer 14

MS is useful when attempting to spot opportunities and threats
markets rarely static as customers become more affluent and seek new opportunities, new markets emerge
company can spot these segments first and meet needs before competition gain more sales and growth

zara fast fashion, supply new lines weeks

gap tried this and

Question 15

what is the process of market segmentation and target marketing?

Answer 15

the selection of target markets is a three step process
1) understand requirements and characteristics of the individuals and organisations that compromise the market (Research)

2) divide market according to these requirements and characteristics, no rrukles on how the market should be segmented
(TomTom reinvented navigation, those who navigation whilst driving)

3) choose market segment to target, a marketing mix can be developed on a dip understanding of target market customer needs and values, aim is to deign mix that is distinct from competitors offerings

Question 16

why is one segment chosen?

Answer 16

seen as more attractive than others

Question 17

what are types of consumer segmentation criteria?

Answer 17

behavioural 
psychographic
profile 
demographic - age gender etc 
geogrpahic

Question 18

what is behavioural segmentation?

Answer 18

behavioural variables may be considered the ultimate bases for segmentation
key behavioural bases for segmenting consumer markets: benefits sought, purchase occasion, purchase behaviour, usage and perceptions, attitudes, beliefs and values

Question 19

what is meant by benefits sought?

BS

Answer 19

applied to people in the market who seek benefits from a product, such as a fruit drinks k market can be split into vitamins and energy
BS provides understanding of why people buy in a market and can aid identification opportunities, some markets segmented on basis of force sensitivity some may benefit from low prices or some the high quality that comes with higher prices

fundamental method of of segmentation as objective of marketing to provide customers with benefits they value

knowing benefits is a basic undertsnaidng of markets

Question 20

what is purchase occasion?

BS

Answer 20

customers can be distinguished by occasion in which they buy product

price sensitive is likely to play a part is when something is bought e.g. in an d emergency (lower)

different occasions can have implications on the marketing mix and targeting decisions

gift market is concentrated at christsment

Question 21

what is purchase behaviour?

BS

Answer 21

may be affected by brand loyalty

if one person buys one brand at a time or may by three of some compared to i there is no brand loyalty

loyalty cards such as clubcard

Question 22

what is involved in usage?

BS

Answer 22

customers can be segmented into heavy light and non users

heavy users receive most marketing attention assumption it will create brand loyalty

technology increased access to niche markets increasing users, Ford trying to fit health shit into cars for olders

Question 23

what is involved with perceptions, attitudes, beliefs and values?

BS

Answer 23

all linked to behaviour

grouped into people who view profits the same way (perceptual segmentation) and have similar beliefs

provides an undertaking of how customer view the market place

car manfucaterers target belief segmentation, Toyota target young market showing cars are fun e.g touch screen in Yaris

Question 24

what is Psychographic Segmentation?

Answer 24

involves grouping people according to their lifestyle and perosnillty characteristics

Question 25

what is involved with lifestyle? PyS

Answer 25

this form of segmentation attempts to group according to the way of living, as reflected in activities, interest and opinions question i to what extent general lifestyle patterns of living are predictive of purchasing behaviour in specific markets popular among advertising agencies such as Hugo Boss target the aspirational sky have tried to target lifestyle through sky sports

Question 26

what is involved in personality PyS

Answer 26

the usefulness of personality as segmentation is likely to depend on the product category most of the time it is abut when brand choice is a reflection of self expression, for example mercedes is assertiveness the bet or nothing whereas BMW is more desirable ultimate driving machine

Question 27

what is profile segmentation?

Answer 27

variable allow customers to be classified in such a way that means that they can be reached by the communications media (advertising and internet communications) even if other two segmentation has been successful still need to analyse results interns of profile variable such as age and socio economic groups to communicate with them

Question 28

what are demographic profiles? PS

Answer 28

AGE GENDER - social norms LIFESTYLE - disposable income,, family, consumption patterns

Question 29

what aresocio economic variable? PS

Answer 29

includes class, terminal education age and income, predictor of buying behaviour (social class) social class can be easy to measure

Question 30

what are geographic variables? PS

Answer 30

final set of variables is based upon geographic differences useful where there a locational differences, such as local food and preferences geodemographic, hybrid, link both such as where most young people, live or where high class people live

Question 31

what are the requirements for effectives segmentation?

Answer 31

- measurable = size, buying power and profiles, can you measure the segment if no then you cant target it - accessible = can you reach and serve through marketing communications - substantial = large and profitable - differentiable = distinguished and respond difernetialy to marketing efforts, how can you make sue that adverts only target one segment and not others - actionable = attract and serve must assess these once chosen the segment

Question 32

what is market targeting?

Answer 32

once you have segmented the market yo have to choose which ones you want to target and ether you need different strategies

Question 33

what are the external market factors involved with market targeting?

Answer 33

``` = segment attractiveness - size and growth - profitability - power of buyers and suppliers - price sensitivity = competitive factors - nature of competition - new entrants - differentiation = enviro factors - political forces - social trends ```

Question 34

what are the internal factors involved with market targeting?

Answer 34

business strengths and capacities - own objectives and resources - enviro fit - assets - core competence

Question 35

what are the target marketing stargies?

Answer 35

undifferentiated marketing differentiated marketing concentrated marketing micromarketing

Question 36

what is undifferentiated market targeting?

Answer 36

entire market is target market assumes all customers have similar needs however may lose out to focused competitior develop a single marketing mix and only need one product

Question 37

what is differentiated marketing?

Answer 37

target several market segments separately use different marketing mix for each segment expensive yet effective cars - target different segments - sky with movies and sports

Question 38

what is concentrated marketing?

Answer 38

single marketing mix for one single segment appropriate for small firms with limited resources focus on small number of customers

Question 39

what is micro marketing?

Answer 39

tailoring products and marketing programmes to the needs and wants of specific individual and local customer segments local (tesco, different product in student city than suburban area) individualised (mass customisation and 121 marketing such as nike id)

Question 40

what is market positioning?

Answer 40

complex set of impressions, perceptions and feelings about a product

Question 41

why do firms position a product?

Answer 41

- simplify the buying process | - design the image to match target customer

Question 42

wat are the position strategies?

Answer 42

- product attributes (e.g technical - no articial colour) - benefits offered (whitening toothpaste) - usage occasions (after eights) - users (johnsons died at babies) - activities (sports and lifestyles) - personalities (if the product was a person) - organ (place of manufacture) - competition use a combination of straggles

Question 43

what are positions maps?

Answer 43

show consumer preferences of their brands vs competing products on important dimensions size of circle is market share and overlap shows competitiors if your position doesn't work you can reposition change positon on axis lucazade was a medicine but repositioned in the sport sector