Exam 4: Market Segmentation, Targeting and Positioning

There are five principal characteristics that will make a market segment particularly attractive for targeting. Four of these are: 1) it has sufficient current and potential sales and profits, 2) it has the potential for sufficient future growth, 3) it does not have excessive barriers or costs to entry or exit, and 4) it has some relatively unsatisfied needs that the company can serve particularly well. What is the fifth?

What is the marketing term for how a target market perceives a brand in relation to competing brands?

In the STP five-stage process, what follows on from stage two, identify market segments?

What is the term for segmentation systems such as ACORN and MOSAIC that have analysed the UK population by postcode?

Which of the following is an example of a behavioural segmentation base?

John and Joan are both 68 and retired. Their children have long since left home and now have families of their own. Which stage of the family life cycle are John and Joan likely to be in?

What is a perceptual map used to assess?

What does SIC stand for?

Festive Flowers have a number of shops, each of which serves a specific area. What type of market segmentation base are they using?

What is the marketing term for a relatively small, well defined and very focused target market?