Marketing Segmentation Variables

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Questions and Answers

What type of segmentation is based on factors such as age, life cycle, and income?

Geographic segmentation

Demographic segmentation (correct)

Psychographic segmentation

Behavioral segmentation

What is the main goal of market targeting?

To divide the market into smaller segments

To create a single marketing offer for the entire market

To evaluate and select the most attractive market segments (correct)

To focus on a specific geographic region

Which type of segmentation is based on lifestyle, social class, and personality characteristics?

Demographic segmentation

Behavioral segmentation

Geographic segmentation

Psychographic segmentation (correct)

What type of segmentation is based on factors such as knowledge, attitude, and behavior?

Behavioral segmentation Signup and view all the answers

What is the main characteristic of undifferentiated marketing?

It ignores market segmentation and targets the entire market Signup and view all the answers

What are the three factors to consider when evaluating which market segments to target?

Segment size, attractiveness, and company objectives Signup and view all the answers

What is the main purpose of positioning in marketing?

To differentiate a product from its competitors Signup and view all the answers

Which type of market segmentation is based on the age and gender of consumers?

Demographic segmentation Signup and view all the answers

What is the term for the process of dividing a market based on the characteristics of a particular region or geographic area?

Geographic segmentation Signup and view all the answers

Which type of market segmentation is based on the values, attitudes, and lifestyle of consumers?

Psychographic segmentation Signup and view all the answers

What is the term for the process of dividing a market based on the behavior of consumers?

Behavioral segmentation Signup and view all the answers

Which of the following is an example of a behavioral segmentation factor?

Motivations Signup and view all the answers

What is the outcome of delivering a high-quality service to customers?

Customer retention and loyalty Signup and view all the answers

Which type of tourist, according to Plog's Tourist Motivational Model, prefers new, unstructured, and exotic trips?

Allocentrics Signup and view all the answers

What is the primary goal of the SMCRE Model of communication?

To convey the message effectively Signup and view all the answers

What is the benefit of retaining good employees in a service-based organization?

Reduced recruitment and training costs Signup and view all the answers

What is the outcome of delivering a service that meets the customer's expectations?

Repeat purchase and referrals Signup and view all the answers

What is the primary focus of Cohen's classification of tourists?

Travel style Signup and view all the answers

Study Notes

Demographic Segmentation

Based on factors such as age, life cycle, income, gender, occupation, education, religion, ethnicity, and generation.

Market Targeting

The main goal is to select the most profitable and reachable market segments to focus marketing efforts on.

Psychographic Segmentation

Based on lifestyle, social class, and personality characteristics.

Behavioral Segmentation

Based on factors such as knowledge, attitude, and behavior toward a product or service.

Undifferentiated Marketing

The main characteristic is that it ignores market segment differences and targets the entire market with a single marketing mix.

Factors To Consider When Evaluating Market Segments

Size and growth potential: how large and growing is the segment?
Profitability: is the segment profitable in the long term?
Reachability: can the segment be effectively reached with marketing messages?

Positioning In Marketing

The main purpose is to create a clear and distinct image of a product or service in the minds of target customers, differentiating it from competitors.

Demographic Segmentation based on Age and Gender

This type of segmentation uses age and gender as primary factors for targeting specific consumer groups.

Geographic Segmentation

Dividing a market based on geographic factors such as region, country, state, city, climate, or population density.

Psychographic Segmentation Based on Values & Lifestyle

This type of segmentation focuses on understanding the values, attitudes, and lifestyles of consumers, grouping them together based on shared beliefs, interests, and activities.

Behavioral Segmentation based on Consumer Behavior

Dividing a market into groups based on their usage, loyalty, and purchasing patterns.

Example of Behavioral Segmentation Factor

Occasion (e.g., targeting consumers who buy gifts for Valentine's Day or for Mother's Day)

Benefit of High-Quality Service Delivery to Customers:

Customer satisfaction, increased loyalty, and positive word-of-mouth referrals

Allocentric Tourists

According to Plog's Tourist Motivational Model, Allocentric tourists prefer new, unstructured, and exotic trips, seeking unique experiences beyond the mainstream.

SMCRE Model of Communication

The primary goal is to guide and measure the effectiveness of marketing communication efforts, evaluating their impact on each stage of the consumer decision process (awareness, knowledge, liking, preference, conviction, and purchase).

Benefit of Retaining Good Employees in Service Organizations

Increased customer satisfaction, reduced employee turnover, and enhanced operational efficiency

Outcome of Meeting Customer Expectations

Customer satisfaction and loyalty.

Cohen's Classification of Tourists

Cohen's model focuses on classifying tourists based on their motivations for travel, level of experience, and interaction with local cultures. It explores how different tourists engage with and perceive their travel destinations.

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Description

This quiz covers the key variables used in market segmentation, including geographic, demographic, psychographic, and behavioral factors. Learn how to identify and target specific customer groups effectively. Test your knowledge on the different segmentation variables and their applications.