Chapter 4: Segmentation

Question 1

STP

Answer 1

segmentation, targeting, positioning

Question 2

segmentation

Answer 2

dividing target market into approachable sections or parts

Question 3

geographic segmentation

Answer 3

-where consumers lives
-income, housing

Question 4

demographic segmentation

Answer 4

age, sex, income, educational level, nationality

Question 5

cultural segmentation

Answer 5

-language, religion, sexual identification, dietary and lifestyle preferences

Question 6

behavioural segmentation

Answer 6

understand how consumers use and buy your product

Question 7

psychographic segmentation

Answer 7

-values, opinions, attitudes and lifestyles
-selective exposure, selective comprehension, selective retention

Question 8

value-based segmentation

Answer 8

evaluates groups of customers in terms of the revenue they generate and the costs of establishing and maintaining relationships with them

Question 9

preference-based segmentation

Question 10

response-based segmentation

Question 11

mass customization

Answer 11

marketing and manufacturing technique that combines flexibility and personalization of customer-made products with low unit costs associated with mass production
ex. Nike By You or NikeiD

Question 12

one-to-one marketing

Answer 12

(relationship marketing or CRM)
-willing and able to change your behaviour toward an individual customer based on what the customer tells you and what else you know about that customer