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Market Segmentation Study Guide
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The STP Process
What is the STP Process?
The Basic STP Process
The Full STP Process
An Example of the STP Process
What is the STDP process?
Market Segmentation
What is Market Segmentation?
Reasons to Use Market Segmentation
Criteria for Effective Market Segmentation
Using the Criteria for Effective Segmentation
Main Tools Used
Alternate Ways to Create Market Segments
Using Cluster Analysis for Market Segmentation
Defining Markets
Understanding Markets
Markets, sub-markets and product-markets
Examples of Sub-markets and Product-markets
A Step-by-step Guide to Segmenting a Market
Market Segmentation Examples
Segmentation Bases
Choice of Consumer Segmentation Bases
Advantages/limitations of the segmentation bases
Demographic Segmentation
Psychographic Segmentation
Benefit Segmentation
Behavioral vs psychographic segmentation
Different Segmentation Approaches?
Segment Profiles
Understanding Segment Profiles
Segment Profile Sections
Segment Profile Examples
A Step-by-Step Guide to Segment Profiles
Quickly Build a Segment Profile
Segment Nicknames
Brand Personas
Bring Your Own Persona
Business Segments
Business Market Segmentation Bases
Market segmentation examples
Target Markets
Overview of Target Markets
Evaluating Target Markets
Selecting Target Markets
Selecting a Target Market Example
How many Target Markets?
Differentiated or Concentrated Marketing?
How Concentrated Marketing Differs
What is Concentrated Marketing?
How Can Concentrated Marketers Grow ?
Why Use Concentrated Target Marketing?
Niche Marketing
Niche Marketing Examples
One-to-one Marketing
The Challenge of Mass Marketing
Positioning
Introduction to Positioning
Why Positioning is Used
Positioning Categories
Positioning Category Examples
Positioning Examples
Over and Under Positioning
Positioning and the Marketing Mix
Repositioning
What is Repositioning?
Why is repositioning used?
Challenges of Repositioning
Repositioning Examples
Repositioning versus Introducing a New Brand
Perceptual Maps
Understanding Perceptual Maps
Inputs to Perceptual Maps
Determinant Attributes
Perception is Reality
Benefits of Perceptual Maps
Interpreting Perceptual Maps
Interpreting Perceptual Maps Example
Points-of-Difference and Points of Parity
Points-of-Difference and Points-of-Parity Examples
A Step-by-step Guide to Constructing a Perceptual Map
Create Your Own Perceptual Map
Free Perceptual Map Template
Examples
Sports shoes
A bank
Grocery shoppers
Retailers
Breakfast foods
Banking
Cars
Car insurance
Charities
Drinks
Fast food
Fitness centers
A list of segment ideas
Example of the Overall STP Process
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