The Market Segmentation Study Guide

The 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