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SingaporeBusiness ManagementQuick questions
Marketing Management
Quick questions on Market segmentation, targeting and positioning explained: H2 Management of Business
6short Q&A pairs drawn directly from our worked dot-point answer. For full context and worked exam questions, read the parent dot-point page.
What is segmentation?Show answer
Market segmentation divides a market into groups of customers with similar characteristics or needs. Common bases:
What is targeting?Show answer
Having segmented, the firm chooses a targeting strategy:
What is positioning?Show answer
Positioning is how the firm wants its product perceived by the target segment relative to competitors - the place it occupies in the customer's mind (e.g. premium and exclusive, or cheap and cheerful). A perceptual (positioning) map plots rivals against two key attributes (e.g. price against quality), revealing crowded areas to avoid, gaps in the market to occupy, and whether the firm's intended position is distinctive.
What is q1?Show answer
State two bases a firm could use to segment a consumer market. [2 marks]
What is q2?Show answer
Explain one advantage of a niche marketing strategy for a small firm. [4 marks]
What is q3?Show answer
Analyse why effective positioning requires the whole marketing mix to be consistent. [6 marks]
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