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Segmentation and Positioning
Fichas del conjunto (41)
- 1What is Segmentation?"Dividing a market into smaller segments of buyers with distinct needs or behaviours that might require separate marketing strategies or mixes" (Kotler and Armstrong, 2012)
- 2What are the Set in the Target Marketing Process?1. Segmentation
2. Targeting
3. Positioning - 3What is the role of Segmentation in the target marketing process?Identify and describe market segments. Consider variables (bases) for segmenting the market. Examine profile or emerging segments and validate segments which emerge.
- 4What is the role of Targeting in the target marketing process?Evaluate segments and decide which to go after. Decide which and how many segments should be targeted.
- 5What is the role of Positioning in the Target Market Process?Design a product or service that segments needs and requirements. Develop an appropriate marketing mix that will create a competitive advantage. Develop an understanding of customer perceptions, position the products in the mind of the consume.
- 6What are the two types of Marketing Segmentation?1. Mass Marketing
2. Target Marketing - 7What is Mass Marketing?Mass production. Mass distribution and Mass promotion.
- 8What is target marketing?Marketing consists of buyers who differ in one or more respects. Sellers can use any of these variables to identify segments in a market. Target marketing i here the seller targets one or more of these segments with products and marketing programmes tailored to each segment.
- 9Why do we segment markets?1. Consumers can be grouped into relatively homogeneous subgroups.
2. Behaviour patterns for each subgroup can be identified.
3. Consumer preferences differ
4. Marketers can isolate and target meaningful segments. - 10What is the importance of Segmentation? (Answer One: Quote)1. "The purpose of segmenting the market is to ensure, as far as possible, that resources are directed at those individuals or organisations that are likely to yield the best returns." (Blythe, 2014)
- 11What is the importance of Segmentation (Answer two: Fact)2. People have different wants and needs. The hHarvard business school suggests that 85% of 30,000 products failed due to poor segmentation.
- 12What is the importance of Segmentation? (Answer three)Mass Marketing strategy employs mass promotion, production and mass distribution to mass consumers. In the past companies have used it and received great profit. But times have changed and it is very hard to create a product that appeals to all consumers.
- 13What are the benefits of Segmentation? (1 of 3)1. Marketers can spot and compare marketing opportunities. Can examine the needs of each segment and determine to what extent the current offering satisfies these needs.
- 14Benefits: (2 of 3)With the help of knowledge about different segments the marketer can better allocate the total marketing budget. Differences in customer response to different marketing tools serve as the basis for deciding on the allocation of market funs to different customer groups.
- 15Benefits: (3 of 3)Segmentation Facilitates setting up realistic selling targets and priorities.
- 16What are the disadvantages of Segmentation?1. Segmentation increases costs. Cost of production rises due to shorter production runs and product variations.
2. Only groups served and not individuals.
3. Promotion and distribution expenditures increase when separate programs are used for different market segments. - 17What are the three Consumer Criteria Segments and what are the broken into?1. Behavioural: Purchase/ Transaction, Consumption/ sage, Media Usage and Technology usage.
2. Psychological (Psychographic): Lifestyle, Personality, Perceptions, Attitudes, Motives and Benefit Sought.
3. Profile: Geographic, Socioeconomic and Demographic. - 18Profile: What is Demographic split up into?Demographic = Age, Gender, Race, Family size, Life Cycle and Generation.
Most popular basis for segmenting group.Easier to measure than most other types of variables. - 19Life Cycle = Wells and Gubar. Quotes?"Traditionally marketers have looked to the family life cycle as proposed by Wells an Gubar"
"Something more complex than the Wells and Gubar model is needed to reflect properly routes that family lives can take"
- Brassington and Pettitt, 2007. - 20Profile: What is Socioeconomic split up into?Social Class, Income levels and employment status.
- 21Profile: What is geographic split up into?Postal code - ACORN (Acorn is geo-demographic).
Example: Kettles: Ideal for UK market (homes equipped with kettles, nice bedtime drink, or substitute for tea
Less so for French market (kettles not as common, norm of making hot chocolate with milk rather than water) - 22What is ACORN?ACORN is a geodemographic segmentation of the UK’s population which segments small neighbourhoods, postcodes, or consumer households.
ACORN provides understanding of the people who interact with the organisation. It helps them learn the who, what, where, when, how, and why of their relationship with the company.
This can help to target, acquire, manage and develop profitable relationships and improve business results. The classification also gives a better understanding of places and the people who use them. - 23Psychological (Psychographic): Whats an example?Psychographic is a lifestyle segmentation. Its categories are - Activities, Interests, opinions and demographics.
An example would be quern as it targets vegetarians with a meat substitute. - 24Psychological: Whats an example of benefit sought segmentation?Airlines: First class, Business class, economy.
First class seek more benefits. - 25Behavioural (Who, How, Where and When)1. Purchase/ Transaction = (who buys what, when, for how much and with what incentives)
2. Consumption/usage = Frequency of purchase, loyalty, profitability and non profitability.
3. Media usage = Frequency of readership, viewership.
4. Technology usage = usage patterns, attitudes to technology). - 26What are the loyalty Segments? (6)1. Current loyal user - continues purchase
2. Current customer, switching possible
3. Occasional user, could become loyal
4. Occasional user - switching possible
5. Non-use, could become a user
6. Non-user, unlikely to become one. - 27What are the Bases of Segmentation? (8) - Brassington and Pettitt, 2006.1. Demographic
2. Socio-economic
3. Geographic
4. Geo-demographic
5. Behaviouristic
6. Lifestyle
7. Psychographic
8. Benefit Sought. 0 - 28What are the two variable segments?1. Single Variable segmentation
2. Multi-variable segmentation. - 29What is single variable segmentation?Where just one basis is used to segment a market e.g. gender.
- 30What is multi-variable segmentation?Where more than one basis is used e.g. gender, income and lifestyle.
- 31Which segmentation bases to use: to ensure useful segmentation of the market the resulting segments must be:1. Distinct = clearly different from other segments
2. Accessible = Easily reached and served?
3. Measurable = easy to identify and measure?
4. Profitable - large and profitable enough to serve?
(DAMP) - 32Which segments to target?They should be Attractive (Size, growth rate, stability, competitive activity) and it should be compatible with strengths (resources, experience, assets and product range)
- 33What is Marketing Positioning? Quote.Product position is "the way the product is defined by consumers on important attributes - the place the product occupies in the consumers' mins relative to competing products" - Armstrong and Kotler (2005)
- 34Why do we position products?1. Consumers overloaded with information
2. Cannot re-evaluate product each time they want to purchase
3. To simplify buying decision making, consumers organise products into categories based on their - perceptions, feelings and impressions for the product in compared to its competitors. - 35What are the three steps of positioning?1. IDENTIFY possible competitive advantages to exploit.
2. SELECT right competitive advantages
3. Effectively SIGNAL to market the firms chosen position. - 36Product Positioning Maps - Cars
- 37What is Perceptual Mapping?Perceptual mapping is a graphics technique used by marketers that attempts to display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or a company is displayed relative to their competition.
- 38What is a Perceptual Map?Perceptual maps can have any number of dimensions but the most common is two. Any more is a challenge to draw. The car one on previous cards is an example of a perceptual map. - Product positioning maps.
- 39What to consider when selecting the right competitive advantages?1. ABILITY to make any necessary changes to move positive of competitive advantage.
2. Importance of change to customers.
3. Competitors ability to make the same changes.
4. SUSTAINABILITY of competitive advantages. - 40Effectively signal to market the firms chosen position1. Communicate position to target market
2. Emphasise products advantages to target market
3. Emphasise product differentiation. - 41What are the bases for construction a product positioning strategy?1. Specific product features
2. Benefits, problem solutions, needs
3. Specific usage occasions
4. Against competition
5. Quality / Price.
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- marketing Fichas sobre Segmentation and Positioning , creado por sarah cubells el 03/01/2017.
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- sarah cubells
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