C11MG – MARKETING

Tutorial
Preparation Task
Segmentation, Targeting and Positioning (& CRM)

PREP TASK:

Student Learning Objectives:

 Familiarise students with the bases of segmentation theory and practice.

 Facilitate a critical, reflective understanding of STP and CRM.
 Encourage a more critical appreciation of segmentation within the marketing process.
 Encourage the use of a more formal, evidence based approach to the exposition of personal
knowledge.

Student Task:

Task a: (No need to submit answers to task 1). You may like to search for additional information
to help formulate your ideas and potential insights. Whilst, this is not compulsory, it would be a
useful starting point and a valuable future resource for you . Typical papers consider segmentation
and targeting within specific contextual frameworks.

Task b: (Submission required) Complete the ‘boxed’ questions overleaf to form a basis for
this understanding.

 All weekly prep tasks must be submitted to qualify for the exam
 You will receive standardised feedback for the exam/essay style question.
 Keep these safe and use as a revision tool for the assessments.

This topic will form the basis of discussion in your next Tutorial.

Your Name :
roll Number :
Date Submitted :

Segmentation, Targeting and Positioning (& CRM) PREP TASK

This prep task formalises your learning by asking a series of questions relating to the exam style
question below. Provide brief answers to these questions within the boxes.

‘Discuss the value of understanding STP within effective marketing’

Now outline answers to the following questions within the boxes:

Provide at least one definition of segmentation and offer comment on its’ usefulness.

Identify 3 types of consumer segmentation variable and offer an example to illustrate how marketers
may utilise information form each to inform marketing decisions.

Identify 4 types of targeting strategy and offer an example for each to illustrate where marketers
have adopted this technique.

Identify a brand/product/service and draw a (hypothetical) perceptual map illustrating its position
relative to competitors within a 2 dimensional matrix – you choose the dimensions.)

No need to write this here, but think about you’re your relationship with a brand. How does the
brand/organisation attempt to maintain this relationship and how does this make you feel? Do you
trust them, are they sincere, is this important to you and if yes OR no, why?

Explore the value/usefulness of understanding STP:

(This question is a chance for you to collect some insights that will help you to provide a more
critical answer in your examination (e.g. think of useful and less useful elements, explain why you
think they are more or less useful, give examples…this then becomes a great crib sheet for your
revision).

Well done … perhaps you will now have a newfound respect for those consumers at the cutting
edge of your future marketing plans 