Lecture 8 - Segmentation & Targeting

Question 1

Market segmentation

Answer 1

Dividing the market into more or less homogenous groups of individuals with common characteristics and a similar purchasing behavior

Question 2

Criteria of segmentation

Answer 2

1) Heterogeneity of needs (between groups)
2) Measurable
3) Approachable
4) Size

Question 3

Segmentation criteria

Answer 3

• Geographic
• Demographic
• Psychographic
• Domain

Question 4

Domain specific segmentation

Answer 4

Customer is classified based on attitude and behaviour (purchase behavior) in respect of the domain for which the segmentation applies

Question 5

What is a brand?

Answer 5

A brand is a...;
- name
- term
- signal 
- symbol
...or combination of them intended to define the goods or services of one seller or a group of sellers to differentiate them from those of competitors.

Question 6

Functions of a brand

Answer 6

1) Recognition
2) Certainty
3) Emotional value

Question 7

What is positioning?

Answer 7

Systematic process to make a brand occupy a distinct position, relative to competing brands in the mind of the consumer

Question 8

Positioningsmodel & Gap

Answer 8

Input into the model;
- Identity analysis
- Competitor analysis
- Trend analysis
Subsequent model:
- Desired position
- Retail marketing
- Perceived positioning

Question 9

Positioningsgap

Answer 9

The gap between the desired positioning and the perceived positioning

Question 10

Successful e-strategies

Answer 10

1) Multichannel
2) Muti touchpoint
3) Multi perspective
4) Multi format

Question 11

Info & product fulfilment matrix (dimensions)

Answer 11

Y-axis -> information fulfilment: online & offline

X-axis -> product fulfilment: pick-up & delivery

Question 12

Info & product fulfilment matrix (quadrans)

Answer 12

UL -> traditional retailers
DL -> Shopping and delivery hybrid
UR -> Online retail plus showroom
DR -> Pure play e-commerce

Question 13

Five advantages of serving customers in each quadrant of the info & fulfilment matrix

Answer 13

1) better service and satisfaction by multichanneling
2) increasing customer share by forward channeling
3) more sourcing flexibility when channels are integrated
4) Transferring channel experiences from one to another
5) Market entrance by one channel followed by another

Question 14

Customer journey fishmodel

Answer 14

• Search, discover and asses as the triangle tail
• Buy, consume and influence as a circle as the head
• Buy and asses connect head and tail

Question 15

What has changed in the customer model?

Answer 15

1) Search
2) Shop
3) Share