Segmentation Basics (Unit 3)
These are the two main groups into which tourism segmentation variables are divided.
What are general and specific variables?
This type of strategy is usually used for luxury products.
What is a concentrated strategy?
This tool creates a detailed fictional profile of an ideal customer.
What is a buyer persona?
This product level refers to the basic need that is satisfied.
What is the core product?
A recognized person who represents and promotes a brand is called this.
What is a brand ambassador?
General segmentation variables are divided into these two subgroups.
What are objective and subjective variables?
When using a differentiated strategy, advertising costs usually…
What is increase?
This narrative technique is used to develop buyer persona profiles.
What is storytelling?
In a coach company, transport itself is this level of product.
What is the core product?
These four elements explain why brands are important: added value, differentiation, recognition, and…
What is belonging?
Household size is classified as general, objective and…
What is demographic?
Choosing segments that a company can “defend” means this.
What is being able to satisfy their needs and compete successfully?
“With whom you travel” is classified as this type of variable.
What is a specific, objective variable?
The train vehicle in a transport company is this level of product.
What is the basic product?
Brand identity is controlled by the company, but this is not.
What is brand image?
An allocentric traveler is classified as general, subjective and related to…
What is personality?
This type of strategy is usually used for low-cost products.
What is an undifferentiated strategy?
These are three tools used for market segmentation.
What are buyer persona, databases, and storytelling?
This product level refers to competitive advantages.
What is the augmented product?
When the logo and symbol always appear together as one element, it is called…
What is an isologo?
Professional occupation is classified as general, objective and…
What is socioeconomic?
Segmentation allows companies to establish priorities between customers. This means…
What is deciding which customer profiles are primary and which are secondary?
This is a group of consumers whose needs are not currently satisfied.
What is a niche market?
This level refers to the possible future evolution of the product.
What is the potential product?
This is the first step in the brand creation process.
What is defining the values or attributes the brand wants to transmit?