Identifying Market Segments and Target Customers

1. Behavioral segmentation focuses on

Competitor advertising

Why, when, and how customers buy

Distribution patterns

The physical features of a product

2. An effective segmentation must be

Large, visible, and global

Measurable, accessible, substantial, differentiable, and actionable

Expensive and complex

Standard and static

3. Mass marketing focuses on

Offering one product for the entire market

Niche market appeal

Relationship building

Individual customization

4. The first step in segmentation and targeting is

Set pricing

Choose media channels

Define product packaging

Identify segmentation bases and variables

5. Benefit segmentation is based on

Shopping frequency

The specific benefits consumers seek from a product

Price perception

Cultural background

6. The ultimate goal of segmentation and targeting is

Reducing marketing activity

Serving every customer equally

Delivering greater value to chosen customers profitably

Avoiding competition

7. Concentrated (niche) marketing strategy focuses on

All available segments

One or few small segments with high potential

Government contracts only

Non-targeted mass approach

8. Behavioral segmentation can include

Country and climate

Occasion, benefits sought, user status, and loyalty

Occupation and income

Age and gender

9. Differentiated marketing means

Selling one product universally

Avoiding product adaptation

Targeting several segments with different offers

Ignoring segmentation

10. The STP process stands for

Segmentation, Targeting, and Positioning

Strategy, Testing, and Pricing

Service, Target, and Product

Sales, Training, and Promotion

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