Segmentation Flashcards

1
Q

Segmentation Process

A
  1. Needs-based Segmentation
  2. Segment Identification
  3. Segment Attractiveness
  4. Segment Profitability
  5. Segment Positioning
  6. Segment Acid Test
  7. Marketing Mix
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2
Q

Effective Segment Criteria

A
  1. Measurable
  2. Substantial
  3. Accessible
  4. Differentiable
  5. Attainable
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3
Q

Single-segment concentration

A

One Product for one market

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4
Q

Selective specialization

A

Diff. products for diff. markets

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5
Q

Product specialization

A

Same product for every market

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6
Q

Market specialization

A

Different products to cover one market

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7
Q

Positioning

A

The way the product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products.

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8
Q

Differentiation strategies

A
  1. Product
  2. Personal
  3. Channel
  4. Image
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9
Q

Value Proposition

A

Overall or full positioning of the brand

Ex. More for less, Less for Less, Less for the same, More for More, more for the same

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10
Q

Business Markets Segments

A
  1. Demographics
  2. Operating Variable
  3. Purchasing Approaches
  4. Situational Factors
  5. Personal characteristics
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11
Q

Loyalty statuses

A

Hard core, split loyals, shifting loyals, switchers

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12
Q

Decision roles

A

Initiator, Influencer, Buyer, Decider, User

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13
Q

Behavioral Variables

A

Occasions, benefits, user status, usage rate, buyer readiness, loyalty status, attitude

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14
Q

Consumer Segment Markets

A
  1. Geographic
  2. Demgraphic
  3. Psychographic
  4. Behavioral
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15
Q

Differentiation

A

competitive advantages to deliver most value to customers

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16
Q

Steps in Targeting

A
  1. Identify and profile distinct groups of buyers who differ in their needs and preferences
  2. Select one or more market segments to enter
  3. Establish and communicate the distinctive benefits of the market offering