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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
- 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