Chapter 7

Question 1

2 steps of marketing segmentation

Answer 1

1. Naming broad product-markets
2. Segmenting markets to selecting target markets and develop marketing mixes
   This process fails too often because beginners start with the whole mass market and try to find one or two demographic characteristics to divide up (segment) this market.

Question 2

Behavioral dimensions of segmentation

Answer 2

• Needs
  -Benefits sought
  -Thoughts
  -Rate of use
  -Purchase relationship
  -Brand familiarity
  -Kind of shopping
  -Type of problem-solving
  -Information required
  Dividing a market into segments based on consumer knowledge, attitudes, uses of a product, or responses to a product.

Question 3

Demographic dimensions of segmentation

Answer 3

Dividing the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.
- income
- sex or age
- family size or family life cycle
- occupation or education
- ethnicity or social class

Question 4

Positioning

Answer 4

Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.