Segmentation, Targeting Differentiation, Positioning

Session 7

Q1: What is meant by Segmentation?

ANS: Segmentation means to divide the marketplace
into parts, or segments, which are definable, accessible,
actionable, and profitable and have a growth potential. In
other words, a company would find it impossible to target
the entire market, because of time, cost and effort
restrictions.

Q2: What is meant by Targeting?

ANS: Target Marketing involves breaking a market into
segments and then concentrating your marketing efforts
on one or a few key segments. It can be the key
to attracting new business and making your small
business’s a success.
Q3: What is meant by Differentiation?
ANS: In economics and marketing,
product differentiation (or simply differentiation) is the
process of distinguishing a product or service from others,
to make it more attractive to a particular target market.
This involves differentiating it from competitors'
products as well as a firm's own products.

Q4: What is meant by Positioning?

ANS: Positioning is a marketing concept that outlines
what a business should do to market its product or
service to its customers. In positioning, the marketing
department creates an image for the product based on its
intended audience. This is created through the use of
promotion, price, place and product.
Q5: What is the STDP process?
ANS:
Q6: What is meant by Market Segmentation?
ANS:
Q7: Why and How to Segment?
ANS:
Q8: What are the Considerations for Segmentation?
ANS:
Q9: What is Market Segmentation Principles? And
Loyalty Status Segmentation?
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Q10: What is meant by Customer Life Time Value?
ANS:
Q11: What is meant by Customer, Value, Brand and
Relationship Equity?
ANS:

Q12: What is meant by Loyalty And Customer

Loyalty Framework Measurement?
ANS:
Q13: What is meant by Basic, Reactive, Accountable,
Proactive and Partnership Marketing?
ANS:

Basic Marketing: Basic marketing is the set of activities

used to get your potential customer's attention. After this
one has to formulate the communication in a manner so as
to motivate them to buy. Thereafter the efforts are
directed towards getting the customers to actually
purchase. And then the ultimate goal that is to get them to
buy the product again and again .This process on the
whole is referred to as basic marketing.
Reactive Marketing: Reactive marketing refers to
marketing that is a "reaction" to the marketing of your
competitors. For example, if your competitor offers a sale,
you decide to have your own sale, maybe even with a
slightly sharper discount.
Accountable Marketing: Accountable marketing works
on the concept that all the targeted marketing
communications should be accounted for in terms of the
result or output they generate. In other words every act of
communication should concentrate on a unique selling or
a benefit driven point related to the product which
ultimately results in motivating the customer and adding
on to the brand image of a brand or the product on a
whole.
Proactive Marketing: Proactive marketing basically is
an innovative form of marketing which is based on new
ideas in terms of the creative content used as well as the
creativity involved in the formation of marketing
strategies. It definitely involves a lot more work but the
end result might be much better than other forms of
marketing. Doing something new and different in the
market place to attract the attention of the consumer is the
core aspect of proactive marketing.
Partnership Marketing: The customer is always looking
for something more than what the actual benefits of a
product might be. Thus partnership marketing plays ball
on the very fact to create marketing communication and
propositions for the customer which include value
addition of benefits to customer ,sourced and negotiated
with a third partner. The benefit in this form of enhanced
propositions is that not only is it beneficial for the
consumer and the brand but also for the third partner by
reducing costs of marketing communications. Partnership
marketing basically aims at adding more and more value
to the benefits derived by a customer.