Segmentation

Question 1

Definition of market segmentation

Answer 1

The division of the market place into distinct subgroups or segments, each characterised by particular tastes and requiring a specific marketing mix.

Question 2

What can markets be segmented into?

Answer 2

Age
Gender
Ethnic/cultural background
Region
Socio economic class

Question 3

What can different groups share tastes in?

Answer 3

Most teenagers share tastes in clothes and music
Most wealthy people tend to go to the same restaurant and drive similar cars

Question 4

Three products that are segmented according to age

Answer 4

1. Clothes
2. To shows
3. Cigarettes

Question 5

Three products that are segmented to gender

Answer 5

1. Clothes
2. Hygiene products
3. Shoes

Question 6

Three products that are segmented to ethnic/cultural background

Answer 6

1. Clothes
2. Food
3. Entertainment

Question 7

Three products that are segmented to region

Answer 7

1. Sport
2. Clothes
3. Entertainment

Question 8

Group 1 socio economic class

Answer 8

Higher professional and managerial workers e.g. lawyers, architects, medical doctors

Question 9

Group 2 socio economic class

Answer 9

Lower professional and managerial workers e.g. teachers, social workers, nurses

Question 10

Group 3 socio economic class

Answer 10

Intermediate occupations e.g. armed forces up to sergeant, paramedics, nursery nurses

Question 11

Group 4 socio economic class

Answer 11

Small employers and non professional self employed e.g. farmers, shop keepers, taxi drivers

Question 12

Group 5 socio economic class

Answer 12

Lower supervisory and technical workers e.g. mechanics , chef, plumbers, electricians

Question 13

Group 6 socio economic class

Answer 13

Semi-routine occupations e.g. traffic wardens, receptionists, shelf stackers

Question 14

Group 7 socio economic class

Answer 14

Routine occupation e.g. bar staff, cleaners, labourers

Question 15

Group 8 socio economic class

Answer 15

Long term unemployed