Marketing Segmentation and Targeting
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Questions and Answers

Which type of segmentation focuses on the location of potential customers?

  • Geographic Segmentation (correct)
  • Behavioral Segmentation
  • Psychographic Segmentation
  • Demographic Segmentation

    • What is the primary element considered under demographic segmentation?

  • Age and gender (correct)
  • Consumer loyalty
  • Geographic location
  • Lifestyle choices

    • Which targeting strategy involves aiming at a specific market segment with tailored products?

  • Concentrated Strategy (correct)
  • Differentiated Strategy
  • Undifferentiated Strategy
  • Micromarketing Strategy

    • Which segmentation base is characterized by benefits sought by consumers?

    <p>Behavioral Segmentation</p> Signup and view all the answers

    What is the first step in the segmentation-targeting-positioning process?

    <p>Establish overall strategy or objectives</p> Signup and view all the answers

    Which of the following is NOT a characteristic of psychographic segmentation?

    <p>Age groups</p> Signup and view all the answers

    What defines an attractive market segment for targeting?

    <p>Ability to reach and serve the segment efficiently</p> Signup and view all the answers

    Which targeting strategy focuses on tailoring marketing efforts to very specific customer needs?

    <p>Micromarketing Strategy</p> Signup and view all the answers

    What type of employment is highlighted as boosting local economies?

    <p>Technical employment</p> Signup and view all the answers

    What average household income is reported in the context?

    <p>$46,000</p> Signup and view all the answers

    Which aspect is critical for La Senza when considering a new market segment?

    <p>Identifiable</p> Signup and view all the answers

    What requirement is NOT mentioned for a market segment to be considered by La Senza?

    <p>Should be diverse</p> Signup and view all the answers

    What is a specified characteristic of households that was mentioned?

    <p>They often have a college degree</p> Signup and view all the answers

    What does 'reachable' mean in the context of evaluating a market segment?

    <p>The segment can be easily contacted</p> Signup and view all the answers

    Which of these brands appeals to different target markets as identified?

    <p>Gap</p> Signup and view all the answers

    Which element is emphasized as necessary for a market segment to be valuable?

    <p>It must be different from other segments</p> Signup and view all the answers

    What does geodemographic segmentation primarily focus on?

    <p>Combination of geographic, demographic, and lifestyle characteristics</p> Signup and view all the answers

    Which statement best describes the Urban Bohemia cluster?

    <p>A youthful and diverse neighborhood engaged in artistic pursuits</p> Signup and view all the answers

    Which VALS type is characterized by independent thinkers and innovators?

    <p>Thinkers</p> Signup and view all the answers

    What is a key characteristic of the Suburban Affluence cluster?

    <p>Wealth accumulation at various life stages</p> Signup and view all the answers

    How does the quote 'Birds of a feather flock together' relate to market segmentation?

    <p>It emphasizes lifestyle similarities among consumers.</p> Signup and view all the answers

    What does behavioral segmentation consider when analyzing consumers?

    <p>The time and frequency of product usage</p> Signup and view all the answers

    What is a significant result of using geodemographic segmentation?

    <p>Creating insights into the affluence of different neighborhoods</p> Signup and view all the answers

    What kind of employment is primarily found in the Urban Bohemia cluster?

    <p>Creative and retail-based jobs</p> Signup and view all the answers

    What is the primary basis for demographic segmentation?

    <p>Gender, age, income, and other demographic factors</p> Signup and view all the answers

    Which of the following is NOT considered an aspect of psychographic segmentation?

    <p>Income level</p> Signup and view all the answers

    Which VALS category is characterized by being goal-oriented and respecting authority?

    <p>Achievers</p> Signup and view all the answers

    What motivates Innovators in the VALS framework?

    <p>Success, sophistication, and new ideas</p> Signup and view all the answers

    Which psychographic characteristic defines consumers who are loyal to familiar products and brands?

    <p>Believers</p> Signup and view all the answers

    What is a major trait of Experiencers according to the VALS framework?

    <p>Enthusiastic and impulsive</p> Signup and view all the answers

    What is a distinguishing feature of Strivers in the VALS categories?

    <p>Live in the moment and are trendy</p> Signup and view all the answers

    What characteristic best describes Survivors in the VALS framework?

    <p>Traditionalists concerned with safety and security</p> Signup and view all the answers

    Which source is noted as excellent for obtaining data for market segmentation?

    <p>Census data</p> Signup and view all the answers

    Which category of VALS contains individuals who are practical and have strong mechanical skills?

    <p>Makers</p> Signup and view all the answers

    Study Notes

    Segmentation, Targeting, and Positioning

    • Marketers use segmentation, targeting, and positioning to effectively reach specific consumer groups.

    • This process helps build a clear understanding of a company's target audience and their needs.

    Segmentation Bases

    • Geographic segmentation divides markets into different geographic units like continents, countries, regions, and cities.

    • Demographic segmentation groups consumers based on characteristics like age, gender, income, education, occupation, and family size.

    • Psychographic segmentation focuses on psychological aspects such as lifestyle, personality, and self-concept. This includes categories like VALS (Values and Lifestyles) which categorize consumers into groups like Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and Survivors.

    • Behavioural segmentation looks at consumer behavior, such as usage rates, benefits sought, and loyalty to brands. This includes factors like occasion, usage rate, and benefits sought.

    • Geodemographic segmentation combines geographic, demographic, and psychographic characteristics to create detailed profiles of specific consumer groups. Examples include the PSYTE clusters from Pitney Bowes.

    Evaluating Segment Attractiveness

    • Identifiable refers to the ability to clearly define and identify a targeted segment.
    • Reachable means effectively communicating with and reaching the identified segment.
    • Responsive means the segment should react to marketing efforts with positive outcomes, like purchase behavior.
    • Substantial means the segment should be large enough to be profitable, with sufficient buying power.
    • Profitable means the segment should provide positive financial returns to the company.

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    Chapter 6 Segmentation, Targeting, and Positioning PDF

    Description

    This quiz explores the essential concepts of segmentation, targeting, and positioning in marketing. Learn about various segmentation bases, including geographic, demographic, psychographic, and behavioral segments, to effectively reach your target audience. Test your knowledge on how these strategies can shape marketing efforts.

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