Flashcards
Marketing Segmentation, Targeting and Positioning
Cards in this deck (11)
- 1Define Market segmentationTo identify groups of customers with similar requirements so they can be served effectively
- 2Name the three sectors of customer segmentation1. Behavioural
2. Psycho graphic
3. Profile - 3Name three variable of behavioural and give an example for each1. Benefits sought : performance
2. Purchase occasion : gift
3. Purchase behaviour : brand loyalty - 4Name two variables of psycho graphic and give examples of eachLifestyle : adventurous trendsetter
Personality : extrvert - 5Name three variables of Profile and give exams of each1. Age : young
2. Social class : upper class
3. Gender : Female - 6Name the 5 elements to successful segementation1. Measurable
2. Effective
3. Accessible
4. Actionable
5. Profitable - 7Name the 4 types of target marketing strategies(FUCD)
1. Focused Marketing
2. Undifferentiated marketing
3. Customized Marketing
4. Differentiated marketing - 8Define Target MarketingThe choice to serve a specific segment of the market.
- 9Define positioningthe way by which the marketers attempt to create a distinct impression in the customer's mind
- 10What are the 4 aspects to successful positioning?(4 Cs)
1. Clarity
2. Consistency
3. Credibility
4. Competitiveness - 11Name the 5 factors of Organisational Segemention1. Organisational size.
2. Industry
3.Purchasing Organisation
4. Choice criteria
5. Graphic location