Developing customer-driven marketing strategy

What is Marketing Segmentation?

• Dividing a market into distinct groups of buyers who has different needs, characteristics etc

• Evaluating each market segments attractiveness and selecting one or more segments

• Actually differentiating the market offering to create superior customer value

• A market- coverage strategy, in which a firm targets several segments and design separate offer

What are the four bases for segmenting consumer markets?

• Demographic, Personal, Behavioural, Geographic

• Dynamic, Behavioural, Psychographic, Geographic

• Demographic, Behavioural, Psychographic, Geographic

• Demographic, Behavioural, Psychographic, Group

Age, Gender and Income are three variables that are associated with which bases of segmentation?

• Behavioural

• Psychographic

• Geographic

• Demographic

Which of these variables does not belong?

• Lifestyle

• Age

• Gender

• Income

Which of the following are variables of Behavioural Segmentation?

• Occasion Based, Benefit Sought and Loyalty Status

• Age, Gender and Income

• Nation, population Density and Benefit Sought

• Climate, Social Status and Personality

What are the FIVE (5) requirements that a marketer must take into consideration in order to effectively segment a market?

• Specific, Measurable, Achievable, Relevant, Timely

• Measurable, Accessible, Specific, Dynamic, Achievable

• Measurable, Accessible, Substantial, Differentiable, and Actionable

• Marketable, Accessible, Substantial, Differentiable and Actionable

The segment’s size and purchasing power, profiles and other relevant characteristics should be?

• Actionable

• Measurable

• Substantial

• Differentiable

This means that the market segment can be effectively or easily reached and served.

• Measurable

• Substantial

• Differentiable

• Accessible

This requirement states that the market segments should be large or profitable enough to serve.

• Substantial

• Actionable

• Measurable

• Differentiable

This requirement implies that well thought out programs must be created with the segments attraction and needs in mind.

• Accessible

• Substantial

• Actionable

• Differentiable