Market Segmentation
Visão Geral
An aircraft leaves Doha for Nairobi with 280 people on it. They depart at the same moment, arrive at the same moment and land at the same airport. The cheapest of them paid 180 US dollars and the most expensive paid nine times that. The airline is not cheating anybody. It has worked out that the people on that aeroplane are not one market but several, that a family travelling for a wedding and a consultant travelling for a meeting want different things badly enough to pay differently for them, and that charging everybody the same price would leave money on the table at one end and empty seats at the other.
That is market segmentation, and this lesson is about doing it deliberately. You will learn the four bases the specification names, gender, age, location and income, and see how each one changes not just the price but the product, the promotion and the place. You will learn to test whether a segment is real before building a business on it, weigh a niche against a mass market, and choose the marketing methods that suit a given group. That last skill is examined directly: the specification asks you to recommend the most appropriate marketing methods for given situations, and Recommend is the second highest-scoring command word on this paper.
Objetivos
- Types of segmentation.
Mapa mental
Este tema esta mapeado para mostrar como as ideias se ligam.
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Nota de Aula
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Avaliação da Lição
Parabéns por concluir a lição em Market Segmentation. Agora que você explorou o conceitos e ideias-chave, é hora de colocar seu conhecimento à prova. Esta seção oferece uma variedade de práticas perguntas destinadas a reforçar sua compreensão e ajudá-lo a avaliar sua compreensão do material.
Irá encontrar uma mistura de tipos de perguntas, incluindo perguntas de escolha múltipla, perguntas de resposta curta e perguntas de redação. Cada pergunta é cuidadosamente elaborada para avaliar diferentes aspetos do seu conhecimento e competências de pensamento crítico.
Use esta secção de avaliação como uma oportunidade para reforçar a tua compreensão do tema e identificar quaisquer áreas onde possas precisar de estudo adicional. Não te deixes desencorajar pelos desafios que encontrares; em vez disso, vê-os como oportunidades de crescimento e melhoria.
- Which one of the following best describes market segmentation? A. Selling the same product to everybody at the same price B. Dividing buyers into groups that share characteristics C. Reducing the price of a product to attract customers D. Moving production to another country Answer: B
- Which one of the following is a basis for segmentation named in the specification? A. Income B. Interest rates C. Exchange rates D. Production method Answer: A
- A business sells 240 units a month at 50 dollars. It adds a budget version at 30 dollars and sells 160 of those without losing any full-price sales. By how much does monthly revenue rise? A. 3,200 dollars B. 4,800 dollars C. 8,000 dollars D. 12,000 dollars Answer: B
- Which one of the following is the main risk of serving a niche market? A. Unit costs are very low B. There are usually many competitors C. The business depends on one small group of customers D. The margin on each sale is very small Answer: C
- A cinema charges students less on weekday afternoons only. Why is the time restriction important? A. It reduces the cinema's electricity costs B. It stops full-price customers using the cheaper price C. It is required by consumer protection law D. It increases the price paid by students Answer: B
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