Slide 3

Question 1

Market Segmentation

Answer 1

Process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviours who might require separate products or marketing strategies

Question 2

bases of consumer market segementation

Answer 2

Geographic - cities, nations, regions
Demographic - age, gender
Psychographic - Lifestyle, personality
Behavioural - attitudes, knowledge

Question 3

bases of business market segementation

Answer 3

customer characteristics
purchasing power
situational
personal

Question 4

bases of international market segementation

Answer 4

economical
geographical
political & legal
cultural

Question 5

Requirements for affective segmentation

Answer 5

Measurable
Accessible
Substantial
Differentiable
Actionable

Question 6

Positioning Statement

Answer 6

To (target segment and need) our (brand) is (concept) that (point of difference)

Question 7

Market Targeting Strategies

Answer 7

Undifferentiated Marketing
Differentiated Marketing
Concentrated Marketing
Micro Marketing

Question 8

Positioning Strategies
A difference to promote should be

Answer 8

Important
Distinctive
Superior
Communicable
pre-emptive
affordable
profitable