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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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