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| Question | Answer |
| Define Market segmentation | To identify groups of customers with similar requirements so they can be served effectively |
| Name the three sectors of customer segmentation | 1. Behavioural 2. Psycho graphic 3. Profile |
| Name three variable of behavioural and give an example for each | 1. Benefits sought : performance 2. Purchase occasion : gift 3. Purchase behaviour : brand loyalty |
| Name two variables of psycho graphic and give examples of each | Lifestyle : adventurous trendsetter Personality : extrvert |
| Name three variables of Profile and give exams of each | 1. Age : young 2. Social class : upper class 3. Gender : Female |
| Name the 5 elements to successful segementation | 1. Measurable 2. Effective 3. Accessible 4. Actionable 5. Profitable |
| Name the 4 types of target marketing strategies | (FUCD) 1. Focused Marketing 2. Undifferentiated marketing 3. Customized Marketing 4. Differentiated marketing |
| Define Target Marketing | The choice to serve a specific segment of the market. |
| Define positioning | the way by which the marketers attempt to create a distinct impression in the customer's mind |
| What are the 4 aspects to successful positioning? | (4 Cs) 1. Clarity 2. Consistency 3. Credibility 4. Competitiveness |
| Name the 5 factors of Organisational Segemention | 1. Organisational size. 2. Industry 3.Purchasing Organisation 4. Choice criteria 5. Graphic location |
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