Flashcards on Market Segmentation, Positioning, and Differentiation
Market Segmentation, Positioning, and Differentiation Guide
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UNIT 4 Market segmentation, positioning and differentiation
60 cards
Card 1
Question: What is market segmentation (in one sentence)?
Answer: The process of dividing the market into homogeneous subgroups to carry out differentiated commercial strategies that better satisfy their needs and ac
Card 2
Question: Why does the need for market segmentation arise?
Answer: Because markets mature, customer expectations and benefits sought become specialized, and firms seek to maximize added value and customer profitabilit
Card 3
Question: List three benefits of market segmentation.
Answer: Highlights business opportunities, helps establish priorities and select target segments, and facilitates adjustment of products/services to specific
Card 4
Question: What is the typical segmentation process (list the main steps)?
Answer: 1) Identify segmentation variables; 2) Define segment profiles and target audience; 3) Assess attractiveness of each segment; 4) Select target audienc
Card 5
Question: Give three examples of objective (external) segmentation criteria.
Answer: Geographic, demographic, and socioeconomic criteria.
Card 6
Question: Give three examples of subjective (internal) segmentation criteria.
Answer: Personality, social values, and lifestyle.
Card 7
Question: What are three behavioral segmentation criteria mentioned?
Answer: Consumption structure, loyalty, and type of purchase (including purchase/consumption situations).
Card 8
Question: What are three specific criteria listed under psychographic or subjective segmentation?
Answer: Desired benefits, sensitivity to commercial action, and attitudes/perceptions/preferences.
Card 9
Question: Provide examples of geographic segmentation variables given in the content.
Answer: Country, region, habitat or areas of a population (e.g., Oviedo Edition, Gijón Edition, Avilés Edition).
Card 10
Question: Provide examples of demographic segmentation variables given in the content.
Answer: Sex, age, marital status, number of household members.