STP Flashcards
1
Q
What are the 5 types of segmentation
A
- Demographic - What customers are
- Geographic - Where customers are
- Geo-demographics - What neighbourhoods, ACORN
- Psychographic - How customers think
- Behavioural - How customer behave
2
Q
What are behavioural segmentation variables?
A
Benefits sought User status Usage occasion Loyalty status Buyer readiness stage
3
Q
What are demographic segmentation variables?
A
Age Gender Religion Socio economic class Life stage Nationality
4
Q
What are psychographic segmentation variables?
A
Social class
Lifestyle
Personality
Self image
5
Q
What variables impact market attractiveness?
A
Right size Growth Profitability Competition Accessibility Actionable (fits firm objective) Risk
6
Q
Product position Kotler 2017
A
The way a product is defined by consumers on important attributes
7
Q
What are different position strategies?
A
More for more More for the same More for less (IDEAL) Same for less Less for much less
8
Q
What are the stages of the family life cycle? In the demographic segmentation
A
Bachelor
Full Nest
Empty Nest
Solitary survivor
9
Q
What are the stages of technological readiness (psychographic) ? - Parasuraman and Colby 2001
A
- Explorers
- Pioneers
- Sceptics
- Paranoids
- Laggards
