Chapter 5- Segmentation, targeting, and positioning Flashcards Preview

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Flashcards in Chapter 5- Segmentation, targeting, and positioning Deck (14):
1

Geographical segmentation (5)

- global (1)
- climate
- country
- domestic (2)
- region (coastal, eastern, western)
- community (town, city, village)
- population centre (suburban, urban, rural)

2

Demographic segmentation (7)

- age
- gender
- income
- occupation
- education
- family lifecycle
- marital status

3

Psychographic segmentation (4)

- lifestyle (interest, activities)
- social class (working, middle, upper)
- personality
- technographic

4

The targeting strategy (4)

- mass market: undifferentiated
- differentiated market: unique product in each segment
- micro market: customization, local
- concentrated market: unique, niche, one segment

5

Choosing a target strategy (3)

- external evaluation (competitors)
- internal evaluation (product)
- social responsibility (customers)

6

Product positioning (2)

- head to head competition
- differentiation

7

Positioning strategies (2)

- USP
- overall cost leadership

8

Cost/Price based positioning (1)

- lowest price

9

Attribute based positioning (1)

- USP

10

Augmented based positioning (1)

- consumer pay more for value

11

Perception based positioning (1)

- your perception

12

Value based positioning (1)

- what makes you different

13

Position mapping (1)

- quality and price

14

Behavioral based (4)

- usage based: non, infrequent, regular
- occasion based: social events, personal
- loyalty based: non, hard core
- sought based: physical, mental, emotional