Segmentation

Question 1

who are the two groups who wish to buy pregnancy test

Answer 1

hopefuls

fearfuls

Question 2

define segmentation

Answer 2

separation of a group of customer with different needs into subgroups of customers with similar needs and preferences

Question 3

what are the 6 characteristics of segmentation

Answer 3

identifiable
substantial
accessible
stable
differntiable
actionable

Question 4

what does it mean if a segment is substantial

Answer 4

large enough to be potentially profitabl

Question 5

what does it mean if a segment is accessible

Answer 5

understood how best to communicate with them

Question 6

what does it mean if a segment is stable

Answer 6

over a long period of time

eg lifestyles can be based on fads

Question 7

why is mass marketing less effective than target marketing

Answer 7

so much more competition

increased expectations

Question 8

what are the four basis on which segments are formed

Answer 8

geographic
demographic
psychographic
behavioural

Question 9

what are the basis on which geographic segments are formed

Answer 9

countries, cities, as far down to neighbourhoods

Question 10

why is geographic segmentation less common now

Answer 10

globalisation

Question 11

what are the basis on which demographic segments are formed

Answer 11

gender, age income, education,

Question 12

why is demographic segmentation used themost

Answer 12

most informative
most accessible eg census
measurable
predict trends

Question 13

what are the basis on which psychographic segments are formed

Answer 13

opinions and lifestyles we lead, what motivates us

Question 14

what are the basis on which behavioural segments are formed

Answer 14

how they repsond to and use products and services

Question 15

how do we perceive age negatively

Answer 15

we dislike getting older

brands may want to be youthful

Question 16

examples of discrepancy between the older generation in real life and in media

Answer 16

• eg never shown working = 1/3 of American work force is 50+

- never shown holding a phone = only 5% of the media shows 55+ handling tech

Question 17

what is more useful to marketers than numerical age

Answer 17

life cycle stage

tells marketers about people’s priorities in the stage of their life

Question 18

example of stages in the lifecycle

Answer 18

flown the nest, just married, single etc

Question 19

why are life cycle stages chosen over age

Answer 19

Timings on when we enter into these stages changes from generation to generation and also from person to person

Question 20

what one stage of the cycle is particularly lucrative

Answer 20

families

but the idea of families is always changin

Question 21

what are the key changes in the life cycle in more recent years

Answer 21

decline in marriage
number of women in the workplace
emergence of new famiies

Question 22

why does gender segmentation get a lot of attention

Answer 22

mistakes are commonly made here by marketers

sometimes unintentionally

marketing has exacerbated the gender-binary world we live in

Question 23

how have females been portrayed in advertising

Answer 23

a disadvantaged group
dependent
domestic

Question 24

where do we still see a ‘traditional’ portrayal of women in media today

Answer 24

in domestic products eg baby food, laundry detergents

Question 25

example of a product that is advertised differently to men and women

Answer 25

razor blades

Question 26

how are males portrayed traditionally in advertising

Answer 26

dirty, messy, breadwinner, drink, strong, muscular

Question 27

what are the generational cohorts

Answer 27

boomers
gen x
gne y (millenial)
gen z
gen alpha

Question 28

is marketing creating these views in soceity?

Answer 28

no just reinforcing them