M4

Question 1

○ Defining markets
○ Understanding dimensions to use
○ Identifying segments
○ Deciding on segments to target
○ Using segmentation approaches

Answer 1

SEGMENTATION AND TARGETING

Question 2

● Understanding customer’s view
● Using positioning techniques
● Evaluating segment preferences
● Differentiating the marketing mix
● Knowing relationship between positioning &
targeting

Answer 2

DIFFERENTIATION AND POSITIONING

Question 3

Divide the total market into smaller segment

Answer 3

SEGMENTATION

Question 4

Select the segment or segments to enter

Answer 4

TARGETING

Question 5

Differentiate the market offering to create superior customer value

Answer 5

DIFFERENTIATION

Question 6

Position the market offering in the minds of target customers

Answer 6

POSITIONING

Question 7

Segmentation Is a Two-Step Process

Answer 7

● Naming broad product-markets
● Segmenting markets to selecting target markets and
develop marketing mixes

Question 8

Segmenting is an ___ process

Answer 8

aggregating

Question 9

Dimensions for Segmenting Consumer Markets

Answer 9

• BEHAVIORAL
• GEOGRAPHIC
• DEMOGRAPHIC

Question 10

Needs, benefits sought, rate of use,
purchase situation and more

Answer 10

BEHAVIORAL

Question 11

Country, region, city, size of city,
urban/rural

Answer 11

GEOGRAPHIC

Question 12

Income, gender, age, marital status,
occupation, social class and more.

Answer 12

DEMOGRAPHIC

Question 13

Sophisticated techniques may help in segmenting

Answer 13

• CLUSTERING
• CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Question 14

is an advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify higher prices

Answer 14

COMPETITIVE ADVANTAGE

Question 15

is the full mix of benefits upon which a brand is positioned

Answer 15

VALUE PROPOSITION