Segmentation, Targeting nd Positioning

Question 1

Steps to design customer-driving marketing

Answer 1

1. Segmentation
2. Targeting
3. Differentiation
4. Positioning

Question 2

Segmentation (major variables)

Answer 2

1. Geographic
2. Demographic
3. Psychographic
4. Behavioural

Question 3

Demographic segmentation (4)

Answer 3

Age / life-cycle
Gender
House hold
Ethnic /cultural group

Question 4

Behavioural segmentation (5)

Answer 4

Occasion
Benefit seeking 
User status 
Usage rate 
Loyalty status

Question 5

Evaluating market segmentation (look at 3 factors)

Answer 5

Size and growth, structural attractiveness, company objective

Question 6

Target market (definition)

Answer 6

Buyers who share common needs that q company decides to serve

Question 7

Undifferentiated target (mass) marketing (definition)

Answer 7

Company ignores market segment differences and go after the whole market with one offer

Question 8

Differentiated marketing (definition)

Answer 8

Company goes after different segments using product that were designed separately

Question 9

Concentrated marketing (definition) 
Or niche marketing

Answer 9

Strategy in which firm goes share of one or a few segments or niches

Question 10

Micromarketing (pensa no pai, ou tio)(definition)

Answer 10

Creating products and marketing programs to the needs and wants of specific individuals and local customers (includes local marketing)

Question 11

Individual marketing (definition)

Answer 11

Covering needs and preferences of individuals customers

Question 12

Product position (define)

Answer 12

The place that the products occupies in the consumers mind

Question 13

Value position (define)

Answer 13

Full position of the brand

Question 14

Types of value preposition (5 total)

Answer 14

1. More for more (upscale product for higher price)
2. More for the same (competitive price for the same product)
3. The same for less (same products with discounts at times)
4. Less for much less (pay less for less quality service)
5. More for less (companies who claim to over the very best for the lowest price)

Question 15

Market segmentation (define)

Answer 15

Act of dividing a market into distinct segments of buyers with different needs, characteristics, behaviour, etc

(Pizza with all the options)