Segmentation Positioning and Target Marketing

Question 1

is a marketing
model that redefines whom you
market your products to, and
how. It makes your marketing
communications more focused,
relevant, and personalised for
your customers.

Answer 1

Segmentation, targeting, and
positioning (STP)

Question 2

It entails discovering what
types of consumers with
diverse needs exist.

Answer 2

SEGMENTATION

Question 3

Here all consumers are treated as
the same, with companies not making any specific efforts to satisfy particular groups.

Answer 3

Undifferentiated Strategy

Question 4

Here a company chooses to focus,
specialize and target only one segment of the market while leaving other segments to competitors.

Answer 4

Concentrated Strategy

Question 5

Here, a company is trying to sell to two or more specific market segments
consumers that are treated
in different ways.

Answer 5

Differentiated Strategy

Question 6

is a marketing concept that
breaks down into segments of
the customer based on
similarities in taste, demand,
and preferences.

Answer 6

MARKET SEGMENTATION

Question 7

Under this approach, the market is segregated into different segments according to similar nature of needs.

Answer 7

Needs based approach

Question 8

are descriptive in nature and measurable in terms of customer characteristics (such as location, nationality, age, sex, and income) which can be used to update a segmentation exercise.

Answer 8

Profilers

Question 9

Market segments are typically measured in
terms of sales value or volume or simply the number of customers within the segment.

Answer 9

Segment must be Measurable

Question 10

refers to the fact that the market size, purchasing power and profiles of the segments needs to be measured.

Answer 10

Segment must be Measurable

Question 11

When differentiating a market segment, it is
essential to reflect on how the group might be accessed. It is crucial to know, whether this falls within the strengths and abilities of the company’s marketing department.

Answer 11

Segment must be Accessible

Question 12

It should be sufficiently large to have
enough spending power for the company to sustain itself. The targeted segment must be adequate in size so that a customized marketing mix could be fashioned and sustained.

Answer 12

Segment must be Substantial

Question 13

A market segment that warrants action should have pratical value. This means the segment should have characteristics that provide supporting data for a marketing position or sales strategy.

Answer 13

Segment must be Actionable/Responsive

Question 14

Ideally, a market segment must be internally homogeneous. differences between market segments
should be visible district. This is for the purpose of avoiding overlap in the implementation of campaigns and applications of products and marketing tools to them.

Answer 14

Segment must be Differentiable

Question 15

pertains to
buyers who purchase goods and
services for consumption rather
than resale.

Answer 15

consumer market

Question 16

characteristics of consumer
markets consist of product usage rates,
brand loyalty, user status or how long they
have been a customer, and even benefits
that consumers seek.

Answer 16

Behavioral

Question 17

It divides the market in to light , mid-level,and heavy product users. Thus depending on their usage, the customers can be targeted

Answer 17

Usage Rate

Question 18

are the most reliable customers who provide a
company with a volume of revenue, but also rely on the
company for services it provides.

Answer 18

Heavy users

Question 19

make purchases during important
occasions, such as birthdays and anniversaries, to stay
connected to their brand.

Answer 19

Mid-level users

Question 20

These are likely being one-off customers except
if the company makes an offer they cannot turn down.

Answer 20

Light users

Question 21

FIVE LEVELS OF COSTUMER LOYALTY

Answer 21

• Applicant
• He comes and is interested in the products of the enterprise. (organization).
• First-time buyer
• He is a customer who knows about the products of the enterprise and buys them first time.
• Frequent buyer
• He is a customer who may be satisfied with products and buy them repeatedly.
• Promoter
• He is satisfied and loyal and wants to share his good experience with enterprise’s products with others.
• Loyal customer
• He is highly loyal customer who consistently maintains his relationship with the enterprise and he is a permanent user of enterprise’s products.

Question 22

It divides the market into light, mid-level, and heavy product users. Thus depending on their usage, the customers can be targeted.

Answer 22

Usage Rate

Question 23

It divides the market based on the major benefits people look for in the product class, the kinds of people who look for each benefit, and the major brands that deliver each benefit.

Answer 23

Products Benefits

Question 24

It divides the market into groups according to their degree of loyalty.

Answer 24

Brand Loyalty

Question 25

It is a process of dividing a target market group into
sub groups, so that there would be specific communication channels and key message to a particular market segment.

Answer 25

BUSINESS MARKET SEGMENTATION

Question 26

It is used to identify
business target markets
depending on where the
business are situated.

Answer 26

GEOGRAPHIC SEGMENTATION

Question 27

BUSINESS TO BUSINESS
markets occasionally
decide to target possible
business costumers based on their size

Answer 27

SEGMENTATION BY SIZE

Question 28

It may be used by markets
who are selling products with
a particular appeal in certain
industry segments.

Answer 28

SEGMENTATION BY INDUSTRY

Question 29

Based on business need
allow markets to pinpoint
and connect with business
that span geographies, size
and industry.

Answer 29

BUSINESS NEEDS SEGMENTATION

Question 30

It entails dividing a market into segments and the focusing all marketing efforts on one or a few key segments.

Answer 30

SELECTING TARGET MARKETS

Question 31

A large marketing is an approach whereby a company selects the whole market as one big market who no individual segments.

Answer 31

UNDIFFERENTIATED TARGETING

Question 32

It is an approach in which the company selects two or more segments to offer.

Answer 32

MULTIPLE SEGMENT TARGETING

Question 33

Focusing on one or few
segments or niches in a
market.

Answer 33

CONTENTED TARGETING/ NICHE

Question 34

It means tailoring the market programs and products to suit the needs and wants of specific individual.

Answer 34

MICROMARKETING

Question 35

is the space a brand occupies in the brains of
customers.

Answer 35

Positioning

Question 36

can be visualized and created in many ways. It can be resulting from the object attributes, competition, application, the types of consumers concerned, or the
distinctiveness of the product class

Answer 36

Positioning strategies

Question 37

is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers.

Answer 37

Perceptual mapping or market mapping

Question 38

highlights the key findings from a survey quickly with minimum hassle.

Answer 38

standard perceptual map

Question 39

is used to present an overall analysis of the marketplace.

Answer 39

multi-dimensional scaled perceptual map