The Market Segmentation Study Guide

book coverThe complete eBook of the Market Segmentation Study Guide is only $9.99 (USD) and it is 122 pages (around 30,000 words), so it is quite good value and quite handy for exam revision and as an assignment helper.

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Once you have downloaded the eBook and the free Excel template on this site, please feel free to email me with any questions.

Contents of the Market Segmentation Study Guide

Understanding the Segmentation, Targeting, Positioning (STP) Process 

  • What is the STP process?
  • STP models
  • Understanding the Basic STP model
  • The Full STP Process

What is market segmentation?

  • Reasons why firms segment markets
  • The criteria for effective segmentation
  • Market segmentation evaluation criteria example

How is market segmentation actually undertaken?

  • Cluster analysis
  • Segmentation trees

Understanding markets

  • Why do firms define markets?
  • What are the main approaches to defining a market?
  • Why is defining a product-market important?
  • What are markets, sub-markets and product-markets?
  • Markets, sub-markets and product-markets examples

How to segment a market

  • Definition of a segmentation base
  • What are the main ways of segmenting a market?
  • Understanding market segmentation bases/variables
  • Can firms use more than one segmentation base?
  • What is hybrid (multivariate) segmentation?
  • Segmentation Base Examples for Consumer Markets
  • Segmenting Differences in the Same Market
  • List of advantages and limitations of the main segmentation bases
  • Do firms segment a market in the same way?

What is a segment profile?

  • About Segment Profiles
  • Segment profile sections
  • What is a segment nickname?

Business Market Segmentation 

  • Why do firms need to segment business markets?
  • What segmentation bases are used for business markets?
  • Understanding business market segmentation bases/variables
  • Business market segmentation examples

Understanding Targeting and Target Markets

  • What is a target market?
  • Why are target markets important?
  • How are target markets evaluated?
  • The target market selection process
  • Main evaluation criteria for target markets
  • How are target markets selected?
  • Example of How to Select a Target Market
  • How many target markets can a firm have?
  • Target market strategy
  • What is a niche marketer?
  • Why do some firms become niche marketers?
  • Are niche marketers always small firms?
  • Examples of Niche Marketing
  • What is one-to-one marketing?
  • Why mass marketing is so difficult to successful implement

Understanding Product Positioning

  • What is positioning?
  • Positioning and the STP process
  • Why is positioning important?
  • What are the main ways to position a product?
  • Main Categories of positioning
  • Which positioning approach to use?
  • Examples of Positioning by Category
  •  Examples of Product Positioning
  • What is under-positioning and over positioning?
  • Connecting positioning and the marketing mix
  • How is positioning created?
  • Example of an inconsistent marketing mix

What is Repositioning?

  • Why repositioning is used?
  • The difficulties of successfully repositioning
  • Examples of Repositioning
  • Reposition or introduce a new brand?

Introduction to Perceptual Maps

  • What is a perceptual map?
  • The main types of perceptual maps
  • Where does the data come from for a perceptual map?
  • What are determinant attributes?
  • What does ‘Perception is reality’ mean?
  • Why use perceptual mapping?
  • How to understand and interpret perceptual maps
  •  Purposes of a perceptual map
  • What to review on a perceptual map
  • What to look for/what to do with a perceptual map
  • A Worked Example of Interpreting a Perceptual Map
  • What are points-of-difference (POD)?
  • Understanding PODs and POPs
  • The POD – POP Trade Off
  •  Unique Selling Proposition (USP)
  • What to emphasize POD or POP?
  • Points-of-difference (POD) and points-of-parity (POP) examples
  • How to construct a perceptual map


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