Market Segmentation
Segmenting people by age, gender, or income.
What is demographic segmentation?
This strategy ignores segment differences and targets the whole market with one offer.
What is undifferentiated marketing?
This term refers to the way a product is defined by consumers on important attributes—the place it occupies in their minds compared to competitors.
What is product position?
A company offering special ads for Christmas and Easter is using this type of behavioural segmentation.
What is occasion segmentation?
Levi’s uses this strategy by offering different styles to different segments.
What is differentiated marketing?
This company positions its Prius as “Harmony between man, nature, and machine,” focusing on fuel efficiency and eco-friendly innovation.
What is Toyota?
This segmentation tool groups U.S. households into 66 lifestyle-based segments using demographic and behavioural data.
What is PRIZM?
Crocs focuses on comfort over fashion, making it an example of this strategy.
What is niche marketing?
These visual tools show consumer perceptions of brands compared to competing products across important dimensions like price and performance.
What are positioning maps?
A retailer customizes stores and products for Hispanic neighbourhoods in Texas and Arizona. What segmentation is this?
What is geographic segmentation?
This strategy tailor’s products and marketing to suit the tastes of specific individuals or locations.
What is micromarketing?
This detergent brand is positioned as gentle, for fine washables and baby clothes.
What is Ivory?
A toothpaste brand that promotes fresh breath for social situations is using this segmentation strategy.
What is benefits sought segmentation?
This strategy involves customizing marketing efforts for specific geographic areas, such as neighborhoods or cities, and is often used by local retailers or regional campaigns.
What is local marketing?
The three steps in the differentiation and positioning process are: identifying competitive advantages, choosing the right ones, and doing this final step.
What is selecting an overall positioning strategy?