BMAL 590 Week 1 Section 2 Marketing
Segmentation
Why segment? - correct answer ✔✔Because it is not possible for firms to satisfy everyone's needs with a
single offering
Market segment: - correct answer ✔✔Is a group of customers who share similar inclinations towards a
brand.
Bases for Consumer segmentations - correct answer ✔✔demographics
geographic
psychological/psychographic
VALS (values and lifestyle)
behaviors
Bases for B2B segmentations - correct answer ✔✔demographics
geographic
type of firm
attitudes
cluster adn factor analysis
Breadth strategy: Reaching Multiple Markets - correct answer ✔✔This company elects to market a single
product to two or more segments.
Depth Strategy: Serving one segment well - correct answer ✔✔This company focuses on a single
segment and has multiple offerings for the segment.
Tailoring strategy: Customizing for segments - correct answer ✔✔This company serves multiple
segments, marketing a different product for each segment
Segmentation
Why segment? - correct answer ✔✔Because it is not possible for firms to satisfy everyone's needs with a
single offering
Market segment: - correct answer ✔✔Is a group of customers who share similar inclinations towards a
brand.
Bases for Consumer segmentations - correct answer ✔✔demographics
geographic
psychological/psychographic
VALS (values and lifestyle)
behaviors
Bases for B2B segmentations - correct answer ✔✔demographics
geographic
type of firm
attitudes
cluster adn factor analysis
Breadth strategy: Reaching Multiple Markets - correct answer ✔✔This company elects to market a single
product to two or more segments.
Depth Strategy: Serving one segment well - correct answer ✔✔This company focuses on a single
segment and has multiple offerings for the segment.
Tailoring strategy: Customizing for segments - correct answer ✔✔This company serves multiple
segments, marketing a different product for each segment
