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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

Why do firms define markets?

What are the main approaches to defining a market?

Why is defining a product-market important?

Understanding markets

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