Exam 2 - Segmentation

Question 1

Segmentation - Rationale

Answer 1

Efficiency

Question 2

Segments should be

Answer 2

Measurable and Sizeable
Reachable and Actionable
Respond Differently

Question 3

segment stability

Stability Issue

Answer 3

Segments are constantly changing

Question 4

• Practice: How to do it (four general methods

Answer 4

Demographics
Buyer behavior
Usage
Benefits

Question 5

Example of the four general methods

Answer 5

Demographics
NAICS

Buyer behavior
Cars
Insurance

Usage
Getting beer from keg
Wheel for driving

Benefits
toothpaste

Question 6

Consumer

Demographics

Answer 6

0

Question 7

Consumer

Buyer behavior

Answer 7

Cars

Question 8

Consumer

Usage

Answer 8

Getting beer from keg

Question 9

Consumer

Benefits

Answer 9

tooth paste

Question 10

Business

Demographics

Answer 10

NAICS

Question 11

Business

Buyer behavior

Answer 11

Insurance

Question 12

Business

Usage

Answer 12

Wheel for driving

Question 13

Business

Benefits

Answer 13

2 company combining

Question 14

Demographics

consumer vs business markets

Answer 14

i. Consumer: Income, Education, Households, Location (Geography)
ii. Business: Employee size, number of businesses, NAICS (North America Industrial Classification System)

Question 15

Buyer behavior

consumer vs business markets

Answer 15

i. Consumer: Lifestyle research, (Stuff that goes on in their head) [BMW Example]
ii. Business: Purchasing based on employee or company needs

Question 16

Usage

consumer vs business markets

Answer 16

I. Consumer: Who heavy users are Why market to everyone when you can market to heavy users. [Beer Example]
Ii. Business: Who requires it for their business

Question 17

Benefits

consumer vs business markets

Answer 17

Consumers: Who will this help? What’s the reason for their purchase? Price? [Toothpaste Example]