Podcast
Questions and Answers
What is the purpose of tactical targeting in digital marketing campaigns?
What is the purpose of tactical targeting in digital marketing campaigns?
- To eliminate competition
- To reach strategically important customers (correct)
- To diversify product offerings
- To increase product pricing
Which factor is NOT considered when defining a customer profile?
Which factor is NOT considered when defining a customer profile?
- Cultural factors (correct)
- Psychographic factors
- Demographic factors
- Behavioral factors
What element assesses whether customers can create superior value for a company?
What element assesses whether customers can create superior value for a company?
- Customer satisfaction
- Target compatibility (correct)
- Market saturation
- Brand loyalty
Which of the following best describes a customer persona?
Which of the following best describes a customer persona?
What should a company assess to determine its strategic targeting effectiveness?
What should a company assess to determine its strategic targeting effectiveness?
What is a key characteristic that differentiates a marketing plan from a business plan?
What is a key characteristic that differentiates a marketing plan from a business plan?
What is the primary purpose of segmentation in marketing?
What is the primary purpose of segmentation in marketing?
Which of the following is not part of the STP process in marketing?
Which of the following is not part of the STP process in marketing?
What should be included in the positioning step of the STP process?
What should be included in the positioning step of the STP process?
What is a recommended focus for developing a business idea in the context given?
What is a recommended focus for developing a business idea in the context given?
Why might a separate marketing plan be prepared for each strategic business unit?
Why might a separate marketing plan be prepared for each strategic business unit?
Which of these is an example of a feasible business idea with a budget of $100,000?
Which of these is an example of a feasible business idea with a budget of $100,000?
What is the significance of developing a value proposition in positioning?
What is the significance of developing a value proposition in positioning?
Which of the following best describes a differentiable market segment?
Which of the following best describes a differentiable market segment?
What is one requirement for effective segmentation?
What is one requirement for effective segmentation?
Which statement is true about targeted marketing?
Which statement is true about targeted marketing?
What is the primary goal of strategic targeting?
What is the primary goal of strategic targeting?
Which of the following represents a psychographic segmentation criterion?
Which of the following represents a psychographic segmentation criterion?
Which scenario illustrates effective market segmentation?
Which scenario illustrates effective market segmentation?
How does mass marketing differ from targeted marketing?
How does mass marketing differ from targeted marketing?
Which technique is essential for identifying target customers?
Which technique is essential for identifying target customers?
What is the primary purpose of market segmentation?
What is the primary purpose of market segmentation?
Which of the following is NOT one of the four types of market segmentation?
Which of the following is NOT one of the four types of market segmentation?
Which requirement for effective segmentation ensures that a segment can be reached and served adequately?
Which requirement for effective segmentation ensures that a segment can be reached and served adequately?
What does it mean for a market segment to be 'substantial'?
What does it mean for a market segment to be 'substantial'?
Which of the following factors is NOT included in behavioral segmentation?
Which of the following factors is NOT included in behavioral segmentation?
When considering demographic segmentation, which of the following attributes is considered?
When considering demographic segmentation, which of the following attributes is considered?
What is meant by the term 'measurable' in the context of effective market segmentation?
What is meant by the term 'measurable' in the context of effective market segmentation?
Which of the following is a characteristic of psychographic segmentation?
Which of the following is a characteristic of psychographic segmentation?
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Study Notes
Marketing Plan
- A written document outlining actions needed to reach marketing objectives.
- Different from a business plan, which covers broader aspects of a company.
- Often created for individual product/brand lines to optimize resource allocation.
Segmentation, Targeting, and Positioning (STP)
- A marketing framework used to create targeted marketing strategies.
- Segmentation: Dividing customers into groups with similar needs and preferences.
- Targeting: Selecting specific segments to focus marketing efforts on.
- Positioning: Creating a unique value proposition for your product within the target segment.
Market Segmentation Types
- Demographic: Age, life-cycle stage, gender, income, race/culture.
- Geographic: Zip code, city, province, nation, neighborhood, time zone, climate.
- Psychographic: Values, goals, needs, lifestyle, personality, interests, beliefs.
- Behavioral: Usage, purchasing & disposing habits, loyalty status, buyer-readiness stage, online actions.
Effective Segmentation Requirements
- Measurable: Segment size, purchasing power, and profiles should be quantifiable.
- Accessible: Target market should be reachable and served.
- Substantial: Segments should be large or profitable enough to warrant marketing efforts.
- Differentiable: Segments should respond differently to marketing strategies.
- Actionable: Effective programs can be developed for each segment.
Identifying Target Customers
- The process of selecting the customer groups you will focus your efforts on.
- Mass marketing: ignoring segment differences and appealing to everyone with one offer.
- Targeted marketing: Tailoring offerings to different segments.
Strategic vs. Tactical Targeting
- Strategic targeting: Long-term focus on customers whose needs the company can fulfill.
- Tactical targeting: Identifying specific strategies to reach target customers.
Assessing Strategic Targeting Effectiveness
- Target compatibility: Can the company deliver superior value to target customers?
- Target attractiveness: Can target customers provide significant value to the company?
Implementing Tactical Targeting
- Customer profile: Define target customer demographics, geographic location, behavior, and psychographics.
- Personas: Create detailed fictitious profiles of ideal customers.
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