Segmentation Slices
This segmentation method divides the market based on climate or region.
What is geographic segmentation?
Before targeting a segment, marketers ask if they can do this ________otherwise, they can’t sell to them.
What is identify the segment?
Positioning answers this essential question: “Why should the customer…?”
What is care?
This is the first step in the marketing research process.
What is defining the objectives and research needs?
This type of data is already collected and available.
What is secondary data?
Age, gender, and income are central to this classic method.
What is demographic segmentation?
This strategy speaks to everyone with the same message, like Coca-Cola’s “Open Happiness.”
What is undifferentiated targeting?
Cadillac’s feeling of prestige is an example of positioning based on this.
What is value proposition or brand perception?
Before collecting data, researchers must do this — pick the right tools.
What is designing the research?
This data is fresh, tailored, and collected by you.
What is primary data?
This method groups customers by lifestyle and values, like wellness seekers who love yoga.
What is psychographic segmentation?
Tailoring different messages for athletes, like runners vs. weightlifters, is this strategy.
What is differentiated targeting?
The Nike swoosh is this kind of positioning tool.
What is a symbol?
Gathering data directly from customers via surveys or focus groups is called this.
What is collecting primary data?
This method reveals emotion, motivations, and the soul of the consumer.
What is qualitative research?
Buying occasion and brand loyalty fall under this segmentation type.
What is behavioral segmentation?
This ultra-focused strategy might be used for luxury watches or vegan dog food.
What is concentrated (niche) targeting?
Positioning based on “better than the competition” falls under this method.
What is comparison positioning?
This stage transforms raw numbers into strategic insight.
What is analyzing data and developing insights?
This technique gives you statistical truth — percentages, graphs, and certainty.
What is quantitative research?
A moviegoer wanting laughter and love is seeking this segmentation benefit.
What is benefit-based segmentation?
Ads tailored to your search history — eerily specific — are using this.
What is micromarketing?
This strategy emphasizes speed, taste, or design as the main selling point.
What are salient attributes?
Once insights are found, this final step involves putting them into motion.
What is developing and implementing an action plan?
The 5 Vs of Big Data include Volume, Variety, Velocity, Veracity, and this.
What is Value?